Your reputation is owned by others through social media where offenses spread quickly. To manage reputation digitally, organizations must proactively campaign for their reputation through transparency, authenticity, and responsiveness on social media. An effective campaign involves understanding audiences, landscape monitoring, progressive social media policies, and addressing issues before they escalate. Remaining human in interactions online is also important to reputation management in the digital age.

1. Managing
reputation in a
digital age
Peter Gilheany
Director of PR
December 2015 Forster Communications 1

2. YOU CAN’T….
Forster Communications 2

3. Forster Communications 3
You cannot manage what isn’t yours
You don’t own your reputation,
everyone else does
This has always been the case,
it is just even more so with
social media
Your peers have an impact –
charities are part of an “out
group”
You’re only as good as your
weakest link

4. Forster Communications 4
What’s different about digital?
The offence bias

5. CAMPAIGN FOR YOUR
REPUTATION
Forster Communications 5

6. Forster Communications 6
Choose your campaigning approach
Proactive v defensive

7. Forster Communications 7
Your campaign essentials - 1
Them Them
Them Them
You
• Objectives, audiences and
channels
• Landscaping
• Organisational commitment
• Transparency, openness and
authenticity

8. Forster Communications 8
Your campaign essentials - 2
• A sense of perspective
• Progressive social media
policy
• Listening and responding
• Leading not lurking
• Monitoring, mitigation and
escalation
• Being human

9. DON’T DIE WONDERING
Forster Communications 9

10. Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we
do:
www.charitycomms.org.uk

11. PR in the
digital age
Conference
3 December 2015
London
#charityPR
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