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@outwritepr @anthony_bullick
How to build your reputation!
Thursday 19 March, 2015
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
!!!!
Objectives!of the!day!
• What is reputation and why does it matter?!
• How you can boost your reputation!
• How you can protect your reputation
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.”!
• 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!
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
Step one: research your audiences!
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The result of what you say!
• Where are they?
• Why should they engage with you?!
• What content do they want?!
• Listen!
Step two: What should you say?!
!!!
The result of what you say!
• Offer value
• News (long form and snippets)!
• Tips and advice!
Step three: Grab attention!
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The result of what you say!
• What interests your audiences?!
• Ask yourself the question, ‘so what?’!
• Tease them in!
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!
Step five: Evaluation!
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The result of what you say!
• Social media analytics!
• Google analytics!
• Anecdotal!
• E-newsletter software!
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!
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 !
!!!
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!
!!!
Using a press
release!
• Networking!
• Exhibition stands!
• Workshops and seminars!
• Telephone!
• Folder in reception!
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!
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.!
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!
• 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!
!!!
Questions?!!
www.outwrite.co.uk!@outwritepr!@anthony_bullick!!
