The document discusses the importance of public relations and customer relationships for reputation management. It notes that public relations involves one-to-many communication to control the brand message, while customer relationships require one-to-one and one-to-many engagement to manage the brand. It emphasizes that to build strong customer relationships, companies need to listen to customers, respond to their issues, and engage them as peers rather than just speaking to them as a spokesman.

1. The
Why?
The
How?

2. http://1x.com/photo/54918/

7. Bad Customer Unsolved Bad Lost
Experience Issues Reputation Revenue

10. Public Rela+ons*
Public Rela+onships
• Talk
to
Journalists,
Professionals
• Talk
to
Customers,
People
• One-­‐to-­‐Many
• One-­‐to-­‐One
&
One-­‐to-­‐Many
• Control
the
Brand
• Manage
the
Brand
• Push
the
Message
• Engage
the
Community
• Speak
as
a
Spokesman
• Speak
as
a
Peer
*An exaggeration

12. Establishing
Touch-­‐‑
points
Customer
Service
Building Customer
Relationships

13. Listen Respond Engage

18. Search
about
your
company:
1. Company
Name
2. Company
URL
3. Products
4. Public
Facing
Employees
5. CompeSng
Products
6. DescripSons
•
Company
Name
+
sucks
•
Company
Name
+
rocks
•
Company
Product
+
review
+
sucks

20. In house Online Reputation Tool
www.socialorm.com

21. In house Twitter Tracking Tool

22. Listen to what people Talk to people like
say they’re people
Reputation
Management
Engage people by Measure where and
building relationships what is being said