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WHAT THEY’RE SAYING (1)
“Essential reading not only for those involved in corporate
PR, but for any manager or director wh...
“Cuts through the digital and social hype to provide compelling
and incisive insights into the risks of the social web. Se...
WHAT PROMPTED MOR
• A multitude of embarrassing and damaging episodes caused
by peeved customers, aggrieved employees, mal...
WHAT MOR SETS OUT TO ANSWER
• How and why corporate reputations come unstuck
in social media
• The most effective ways of ...
WHAT MOR DRAWS ON
7
• In-depth interviews with experts in media and IP law, digital
forensics, IT security, disaster emerg...
WHAT MOR DELIVERS
• Analysis of common risks in social media, a framework for
categorisation, and guidance on how to ident...
SEVEN LEARNINGS
1. Almost everything is now reputational
2. Most online threats are knowable and manageable
3. Despite tec...
SEVEN PRACTICAL RECOMMENDATIONS
1. Conduct an Online Vulnerability Audit
2. Create/update your Crisis Plan
3. Develop a co...
TYPES OF ONLINE THREATS
STRATEGIC SOCIETAL
ENVIRONMENTAL
OPERATIONALLEGAL
BEHAVIOURAL FINANCIAL TECHNOLOGICAL
© CPC & Asso...
DIFFERENT TYPES OF NEGATIVE SITUATIONS
© CPC & Associates
12charliepownall.com
-SEVERITY+
- LONGEVITY +
INCIDENT CRISIS
PR...
13
Each incident requires
the use of two – or
more – response
levers, depending on
the nature of the
threat and its
potent...
14
ASSESSING ESCALATING ONLINE THREATS
QUANTITATIVE QUALITATIVE
TONEVISIBILITY
VIRALITY INFLUENCE
MOTIVATION
VALIDITY
RELA...
15
SOME ONLINE RESPONSE OPTIONS
© CPC & Associates
charliepownall.com
REMOVE MINIMISE
RECTIFY
HIDEBLOCK
SUPPRESS RETRACT R...
ABOUT THE AUTHOR
Charlie Pownall draws on over twenty years’ experience in public
relations, government communications, po...
ORDER YOUR COPY
Managing Online Reputation is now available online and in good bookstores
across the world. Discounts are ...
Managing Online Reputation. How to Protect Your Company on Social Media
Managing Online Reputation. How to Protect Your Company on Social Media
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Managing Online Reputation. How to Protect Your Company on Social Media

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Managing Online Reputation (Palgrave Macmillan, 2015) is a practical, common-sense guide to protecting and defending your company's name and image online.

Published in: Business
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Managing Online Reputation. How to Protect Your Company on Social Media

  1. 1. WHAT THEY’RE SAYING (1) “Essential reading not only for those involved in corporate PR, but for any manager or director who cares about their organisation.” Michael Woodford MBE, Former CEO, Olympus Corporation, and Whistleblower “Readable and wise. Managing Online Reputation is the Art of Reputation for the digital age.” Keith Schilling, Chairman, Schillings “A ‘must-read’ for any business leader concerned with the critical issue of corporate reputation.” Stephen Thomas, Group Head of Corporate Communications, AIA Group 3charliepownall.com
  2. 2. “Cuts through the digital and social hype to provide compelling and incisive insights into the risks of the social web. Sets out a no-nonsense, jargon free and practical playbook for dealing with online attacks.” Matthew Stafford, Cabinet Secretary, Government of Australia “A survival guide for communications and PR practitioners navigating their way through today’s tumultuous landscape. ” May Wong, General Manager, Corporate Relations, MTR Corporation “Provides provocative and practical strategies to mitigate online reputational risks. Does more than any other book on the market to clarify the issues and shine a light on the ways forward.” Leesa Soloudre, Managing Partner, RL Expert Group and Research Fellow, TIAS School for Business and Society 4 WHAT THEY’RE SAYING (2) charliepownall.com
  3. 3. WHAT PROMPTED MOR • A multitude of embarrassing and damaging episodes caused by peeved customers, aggrieved employees, malicious competitors, frustrated activist groups, disenfranchised local communities, devious hackers, bored trolls and recalcitrant algorithms on companies, institutions and individuals • Organisations with inadequate defences burying their heads or mismanaging their responses when the heat is on • Plenty of anxious clients and prospects unsure how best to protect and defend themselves online 5charliepownall.com
  4. 4. WHAT MOR SETS OUT TO ANSWER • How and why corporate reputations come unstuck in social media • The most effective ways of minimising the risks of social media • How to respond effectively to known issues, sudden negative incidents and full-scale crises using the social web 6charliepownall.com
  5. 5. WHAT MOR DRAWS ON 7 • In-depth interviews with experts in media and IP law, digital forensics, IT security, disaster emergency response, crisis management, NGO activism, search engine marketing, Wikipedia and other areas • Proprietary analysis of online reputation threats and incidents • Extensive desktop research • Over twenty year’s experience advising companies, governments and individuals on their communications and reputation, including a decade focused on social media charliepownall.com
  6. 6. WHAT MOR DELIVERS • Analysis of common risks in social media, a framework for categorisation, and guidance on how to identify and assess risks • Practical advice on how to minimise social media threats, including a step-by-step guide to developing a Social Media Crisis Plan • Tried and tested criteria and considerations for formulating responses to different types of online threats • Case studies detailing how Applebee’s, FedEx, Goldman Sachs, ING Bank, Tesla and other companies responded to common serious negative incidents using social media • Analysis of how BP, Buffer, Dell, Malaysia Airlines, Shell, and the US Nuclear Energy Institute used social media to respond to and recover from major crises • Guidance on how to use crowdsourcing and search engines to repair online reputation. 8charliepownall.com
  7. 7. SEVEN LEARNINGS 1. Almost everything is now reputational 2. Most online threats are knowable and manageable 3. Despite technology and data, online reputation defence is more art than science 4. Many classic PR, legal and IT defences are ineffective or inappropriate online 5. A must-have for incident and crisis response, social media is more effective for rebuilding and recovery 6. Transparency, authenticity and ethics are not absolutes, and depend on local context 7. Online reputation is neither mirror of, nor panacea for, offline reputation 9charliepownall.com
  8. 8. SEVEN PRACTICAL RECOMMENDATIONS 1. Conduct an Online Vulnerability Audit 2. Create/update your Crisis Plan 3. Develop a corporate Transparency Strategy 4. (Re)-design your Reputation Management System 5. Get leadership involved early and updated regularly 6. Close the gaps between Communications, Legal, Risk Management, HR, IT and other departments 7. Make sure your defences are relevant and fit for purpose, and train your foot soldiers rigorously. 10charliepownall.com
  9. 9. TYPES OF ONLINE THREATS STRATEGIC SOCIETAL ENVIRONMENTAL OPERATIONALLEGAL BEHAVIOURAL FINANCIAL TECHNOLOGICAL © CPC & Associates 11charliepownall.com
  10. 10. DIFFERENT TYPES OF NEGATIVE SITUATIONS © CPC & Associates 12charliepownall.com -SEVERITY+ - LONGEVITY + INCIDENT CRISIS PROBLEM ISSUE
  11. 11. 13 Each incident requires the use of two – or more – response levers, depending on the nature of the threat and its potential impact on your business and reputation. BUSINESS FORMULATING THE RIGHT RESPONSE TECHNOLOGICAL LEGAL COMMS charliepownall.com
  12. 12. 14 ASSESSING ESCALATING ONLINE THREATS QUANTITATIVE QUALITATIVE TONEVISIBILITY VIRALITY INFLUENCE MOTIVATION VALIDITY RELATIONSHIPS CONTEXT IMPACT ON BUSINESS & REPUTATION © CPC & Associatescharliepownall.com
  13. 13. 15 SOME ONLINE RESPONSE OPTIONS © CPC & Associates charliepownall.com REMOVE MINIMISE RECTIFY HIDEBLOCK SUPPRESS RETRACT RE-FRAME AFFIRM EXPLAIN DENY LEAVE LITIGATE DEFLECTNEGOTIATE SHARE ARBITRATE UNDERMINE
  14. 14. ABOUT THE AUTHOR Charlie Pownall draws on over twenty years’ experience in public relations, government communications, political and issue advocacy, digital marketing and social media to advise companies, governments and individuals how to protect, manage and defend their reputations. He is a regular commentator and speaker at conferences, business schools and universities. 16charliepownall.com
  15. 15. ORDER YOUR COPY Managing Online Reputation is now available online and in good bookstores across the world. Discounts are available for bulk buys. For further information, contact cp@charliepownall.com Publisher: Palgrave Macmillan Format: Paperback, e-book ISBN: 9781137382290 US: $24.00, UK & RoW: £14.99 17charliepownall.com

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