Reputation Management

As a company, your reputation and your standing are nearly the most important things you have. Your reputation is what sets you apart from the competition. Negative opinions about the company or the brand should be identified and addressed early on. This is where professional (online) reputation management comes in.

Reputation management aims to present the company, or the brand, in a positive light. A better reputation simplifies the acquisition of new customers and helps retain existing ones. Nothing spreads faster than bad publicity, which is why intelligent reputation management is essential for online-operating companies and brands – ideally, of course, when it can be preventive and damage doesn’t occur in the first place.

Reputation management is therefore part of the responsibilities of the PR department or a PR agency like Rheinwunder. With a well-orchestrated online marketing channel mix of search engine optimization, content marketing, retargeting, and search engine advertising as well as social ads on Facebook, LinkedIn, and others. we develop a powerful strategy for you.

Transparency and credibility play a greater role in shaping image online than offline – especially in the temporal context. Shitstorms and negative comments appear digitally faster and cause damage more quickly. Other customers are quickly drawn into the negative mode as well. To address this development, our reputation management consists of a precisely tailored catalog of measures, which operates on various communication levels – and sustainably.

Reputation management is therefore an important measure from which a company can greatly benefit – on many levels:

• Reach: A positive reputation equally ensures good publicity and serves almost as an advertising measure. Happy and satisfied customers like to share their satisfaction on their platforms as well.
• Revenue: Positive customer reviews on various review portals also convince other potential customers, because
• Recruiting: Potential employees pay attention to the reputation of every company they apply to. If the company can demonstrate a good reputation, applicants will also be more inclined to apply.
• Market value: The market value of a company can increase with a good reputation. Investors also respond positively to good reputation when it becomes evident that a brand is well received by the public.

Initially, the victim usually responds with a statement. Whether through a press release or a longer post on their own website. In the next stage, legal steps are also considered. And as justified as one or another step may be, it is equally unsustainable. The goal should not be to fight back. Because those who fight back become vulnerable. It must be achieved that the harmful content is no longer or only found far down and thus gradually becomes irrelevant.

An essential element of online reputation management (ORM) is search engine optimization (SEO): The goal here is – often in close connection with paid search (SEA) – to quickly create a so-called first page domination for certain search queries. This way, your selected content ranks first, and negative content does not even reach visibility.

Almost every online marketing channel and medium can be effectively used to quickly turn the tarnished reputation into a positive one. The following media are relevant, as the public opinion becomes clear and spreads quickly there.

• Review portals, e.g., Google My Business, Yelp, TripAdvisor, and Trustpilot
• Social media like Facebook, Instagram, Twitter, or LinkedIn
• Blogs / Vlogs
• Forums
• Company website
• Webshops and mail-order companies, e.g., Amazon

With our partners from the fields of “Social Media Marketing” we sustainably polish the attacked image in a transparent manner.

Status quo benchmarking, reputation score and risk & potential analyses
With a valuation matrix tailored to your market situation, we identify risks, opportunities … and also side effects.

Image strategy and implementation
We identify the quick wins (social) and the long-term ones (SEO, content), to then develop a precisely fitting strategy for you.

Constant web controlling (target group, competitors, search engines) – monitoring and analysis of search query results
Without monitoring, neither changes (successes/failures) nor further optimization approaches can be identified.

Tracking your community profiles (blogs, forums, social media)

Entry maintenance and seeding (image/video content) in people search engines – seeding (from the English “to seed”) refers to a planned dissemination of content on the internet.

Online public relations – public relations that represent the interests and positions of the company on the internet

Generation and dissemination of image-building content
From blog post to white paper (a short report or guide that presents a complex topic well), from social profile to search result – content that positively represents your brand.

Implementation of motivation strategies for review portals

Social media monitoring, reporting and success measurement