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“Using effective PR tactics to
manage your online
reputation”
Online Reputation Management
Kirstie Colledge – CIMCIG/SMPR

2. • How to assess your online reputation
• Why do we need to manage it?
• Examples
• How to measure & track
• PR tactics to build or fix
MANAGING YOUR ONLINE REPUTATION

3. EXAMPLES

4. • Sample Searches – Page 1/10 Results
• Note the ‘type’ of result
• Record the sentiment
• Add it up
HOW TO ASSESS YOUR ONLINE REPUTATION
Free online reputation assessment sheet at www.outspokenmedia.com

5. DEVELOP A SOCIAL MEDIA POLICY
• Who should manage it?
• Who should tweet/blog/comment?
• Integrate with offline PR/marketing
• Appoint an ORM spokesperson

6. WHAT ABOUT A STRATEGY?
• Create an ORM strategy
• Integrate with other marketing plans
• Develop a crisis communications plan
• ORM is not a standalone activity

7. • Google/Yahoo! Alerts
• Tweetdeck/Hootsuite searches
• RSS Feeds/Feedreader
• Monitoring services
TRACK TO PREVENT PROBLEMS

8. MANAGE NEGATIVE CONTENT
“If you can’t delete, compete!*”
• Fix or build?
• Respond, participate, engage
*Source: www.mashable.com, Antony Mayfield - iCrossing

9. CHANGING MEDIA LANDSCAPE

10. “All your PR content should be
created, optimised, shared and
published with search in mind”
CREATE OPTIMISED PR CONTENT

11. CREATE DIFFERENT TYPES OF PR CONTENT

12. USE INDUSTRY SPECIFIC NETWORKS

13. SEARCH RESULTS – PAGE 1 DOMINATION

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Thank you for your time.
Email: kirstie@simplymarcomms.co.uk
Twitter: @KirstieColledge
LinkedIn: KirstieColledge
Building Network: Kirstie Colledge
tCn: Kirstie Colledge