Cracking Every Digital Reputation Crisis Tools to help PR Professionals address PR issues before, during and after a crisis.

1. © Five Blocks – Proprietary & Confidential
Cracking Every
Digital Reputation Crisis
Sam Michelson
PRDecoded - Chicago
October 2018

2. © Five Blocks – Proprietary & Confidential
On August 7th Elon Musk posted a nine word
tweet.
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Search Volume Exploded!
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288,983 people visited Elon Musk’s Wikipedia
page!
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A flurry of new stories appeared – many
negative
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But something amazing happened –
Digital Reputation Bounced back very quickly!
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Why was Tesla’s digital reputation so
amid withering criticism?
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Tesla’s results prior to the
Elon Musk tweet are
OWNED
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ROBUST OWNED CONTENT

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Tesla’s results prior to the
Elon Musk tweet are
LONGFORM
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Media around the infamous tweet didn’t
stick

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• Anticipate, track, and address how people are
searching
• Own your search results by ensuring your content
dominates
• Curate and manage the search experience
Keys to avoiding or recovering from
a digital reputation crisis

12. © Five Blocks – Proprietary & Confidential
• Anticipate likely keywords
and prepare relevant
content
• Track volume of interest
and changes to content
• Address search trends by
taking specific action.
Ensure content aligns
with keyword searches
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Anticipate, Track, and Address

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Maximize the brand’s ownership
• Optimize corporate
properties
• Ensure social media
channels appear
prominently
• Measure and improve
ownership on an ongoing
basis

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You’ve chosen the keywords
and you have promoted
owned content.
Now curate the
stakeholder’s experience by
promoting positive third-
party coverage, utilizing
owned video assets.
Curate and Manage the Experience

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 Track your top keywords – and monitor for
changes
 Ensure your brand’s owned content
appears prominently
 Utilize social media to exert ownership and
deliver your message
 Launch video and image content if
appropriate
 Work with the system to make Google work
for you.
Your Digital Reputation Crisis Checklist

16. Thank You!
Sam Michelson
CEO/Founder
samm@fiveblocks.c
om
212.695.0855 x.101