The document discusses the history and importance of public relations as well as online reputation management. It notes that public relations originated around 100 years ago from antecedents like propaganda and political messaging. While early PR campaigns promoted dubious causes, PR remains important today for dealing with issues like "fake news" and reputation crises. The document also outlines how individuals and companies can proactively manage their online reputations by monitoring reviews on sites like Yelp, Facebook, and LinkedIn.

1. …and online reputation management
Public Relations

2. Origins of Public Relations
A relatively “young” profession, of around 100 years’ history.
Antecedents in war propaganda, lobbying, and political
messaging.
Early PR campaigns promoted dubious causes, such as Lucky
Strikes’ campaign for
smoking for women.

3. Still Relevant?
With social media and “fake news”, it’s more important than
ever.

4. Recent PR Boondoggles
VW safety violations
United Airlines passenger removal
Uber harassment problems

5. Online Reputation Management for
Individuals
Google searches for people…LinkedIn and Facebook are key
results but also Spokeo (lists family members, phone
number, residences).
“Vanity metrics” like Klout scores,
“Likes,” and followers on social media,
LinkedIn endorsements and recommendations.

6. Online Reputation Management for
Companies
Companies can proactively manage their reputations by
monitoring and seeking good reviews on…
Yelp,
Foursquare,
LinkedIn,
Facebook,
Google places,
Better Business Bureau,
Glassdoor.

7. Online Reputation Management for
Companies
Companies can proactively manage their reputations by
monitoring and seeking good reviews on…
Yelp,
Foursquare,
LinkedIn,
Facebook,
Google places,
Better Business Bureau,
Glassdoor.