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Online Reputation Management

Discuss Online Reputation Management within the Introduction to Public Relations forums, part of the BMM Paradise for Bachelors in Mass Media Forum category; ccording to Auckland PR consultant Fleur Revell, the answer is simple – turn the negative into a positive. Fleur was ...

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Sunanda K. Chavan
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Online Reputation Management - August 8th, 2011

ccording to Auckland PR consultant Fleur Revell, the answer is simple – turn the negative into a positive.

Fleur was recently approached by New Zealand Herald to give her advice on how businesses can address negative articles appearing on search engines through online reputation management. Read the NZ Herald articles here and here.

The Director of Impact PR says there are a number of strategies for dealing with negative reviews. The important thing all businesses should consider is that far from being the end of the transaction, negative customer experiences should be an opportunity for businesses to showcase top level customer service.

“Where possible contact the customer directly and attempt to rectify the issue with them offline. Sometimes this may involve going above and beyond and spending more than the cost of the purchased product or service, but it is critical to stem the negative publicity as quickly as possible,” she says.

“Once resolved, the business can ask the consumer to update their review showing the resolution. It’s important that in this situation it is clear to readers of reviews that they believe the business attempts to address all service issues, regardless of whether they are posted publicly. “

Revell says the rapid growth of both online retailing and blogging means that people can anonymously detail their experiences to the world, and that can pose problems for businesses.

She says thanks to some high ranking blog sites, consumers have the potential for their comments to rank higher than the business’s own website on any given search engine.

And that’s where online reputation management can help.

“Where it is not possible to alter a negative consumer review online then the services of a specialist PR consultant may be employed to reduce the search engine rankings of the mention,” says Revell.

“Reducing the ranking of negative article involves the online optimisation of several positive articles which feature the brand name as a strategically placed keyword. It’s a time intensive process which often needs ongoing maintenance to keep positive stories ranking high.”

Finally, Revell recommends businesses showcase positive reviews, particularly those from professional reviewers, on their own websites.

She says businesses wanting to directly influence consumer reviewers can do so if they keep the following key points in mind:

Treat all customers as a potential online reviewer
Provide great service and ask satisfied customers to post reviews on suggested sites
Capture unsolicited positive feedback and ask permission to post it on your website as such
Where your product or service is complex, make sure that consumers know how to use it. Frustration with lack of instructions may lead to negative feedback
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Sheila Olson
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Re: Online Reputation Management - February 15th, 2013

Thank you for giving the information. Maintaining online reputation is now a days very necessary for any business owner to stay in the competitive market. For that purpose, not only feedbacks or reviews are important but also other things like public relations, marketing strategy are also important to promote the business.



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Jayashree Iyer
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Re: Online Reputation Management - December 20th, 2016

This is one of the important information for me. Thanks for sharing.



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Francesca Godfrey
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Re: Online Reputation Management - July 4th, 2018

In nowadays’s global, online reputation management is essential. The Internet, and greater especially what people say approximately you online is possibly the single largest effect on the fulfillment of you, your commercial enterprise and brand. This is real for groups and types of all sizes and sectors around the world.
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