How to build your reputation
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The document provides tips on how to build and protect your reputation. It discusses that reputation is the result of what you do, what you say, and what others say about you. Some key tips include doing your job well, engaging with your community, exhibiting high qualifications, directly communicating with stakeholders through social media and blogs, and researching your audiences to provide valuable content. It also stresses the importance of being prepared for any issues or crises and responding to negative comments in a transparent and measured way. Overall, the document emphasizes taking control of your reputation by managing what you say and do as well as how others perceive you online.
How to build your reputation
- 1. @outwritepr @anthony_bullick How to build your reputation! Thursday 19 March, 2015
- 2. Who we are! • 21 years providing high quality content ! • Digital as standard! • Bespoke strategies! • Coaching and training! • Experts in crisis management • A 24/7 team
- 4. ! ! ! ! Objectives! of the! day! • What is reputation and why does it matter?! • How you can boost your reputation! • How you can protect your reputation
- 11. The Chartered Institute of Public Relations (CIPR) says:! “PR is about your reputation. It is the result of what you do, what you say, and what others say about you.”!
- 12. • Do your job!! • Community engagement and CSR! • Exhibit or hold workshops! • Achieve the highest qualifications and accreditations ! ! ! ! The result of what you do! • Help other people!
- 13. Now have the ability to communicate directly with your stakeholders! • Social media! • E-newsletter! • Online forums ! ! ! ! The result of what you say! • Own website (news, blog and copy)! • Review sites such as Trip Advisor
- 14. Step one: research your audiences! ! ! ! The result of what you say! • Where are they? • Why should they engage with you?! • What content do they want?! • Listen!
- 15. Step two: What should you say?! ! ! ! The result of what you say! • Offer value • News (long form and snippets)! • Tips and advice!
- 16. Step three: Grab attention! ! ! ! The result of what you say! • What interests your audiences?! • Ask yourself the question, ‘so what?’! • Tease them in!
- 17. Step four: Recycle! ! ! ! The result of what you say! • Save time and money! • Deliver content where your audience is! • Alter it slightly depending on the channel!
- 18. Step five: Evaluation! ! ! ! The result of what you say! • Social media analytics! • Google analytics! • Anecdotal! • E-newsletter software!
- 19. Positive: Either tell them your story or just do your job!! ! ! ! What others say about you! • Media! • Social media (different KPIs)! • Review sites! • Verbally! • Google!
- 20. One piece of content, countless of opportunities! ! ! ! Using a press release! • What is news?! • Media coverage! • Awareness! • Changing or reinforcing an opinion! • Future editorial opportunities! • Social media ! • Your story is relevant content! • Link to media coverage! • Encourage others to share !
- 21. ! ! ! Using a press release! • Website! • Latest news section is a factual timeline! • SEO benefits! • Online reputation management! • Online media coverage! • Your own channels show in search results ! • E-newsletter! • Printed marketing material!
- 22. ! ! ! Using a press release! • Networking! • Exhibition stands! • Workshops and seminars! • Telephone! • Folder in reception!
- 23. Negative: Issues and crisis communications! ! ! ! What others say about you! • Issue: Opportunity to stop it escalating! • Crisis: People are more likely to remember the communication during a crisis regardless of how well it is dealt with operationally! • The Golden Hour is no more! • Digital = a voice for everyone!
- 24. Negative: Be prepared! ! ! ! What others say about you! • Have a plan. Write down everything that could go wrong and how you would respond! • Proactive reputation management! • Be aware. Monitor mentions of your brand. Nip issues in the bud before they turn into a crisis.!
- 25. Negative: Dealing with negative comments online! ! ! ! What others say about you! • Don’t take it personally! • Take a step back: Examine the background of the story and the user and put everything into context! • Take action and respond in a measured way! • Be transparent and avoid corporate speak! • Address the user and take ownership of the issue! • Educate and/or resolve!
- 26. • The result of what you do, what you say and what others say about you! ! ! ! ! Recap! • You are your own publisher, but your brand is now everywhere! • Research, deliver high-quality content and evaluate! • Recycle your content eg press release • Be prepared for any issues! • Take measured action!