This document discusses reputation management and the importance of building trust between an organization and its stakeholders. It emphasizes using social media and web content to directly engage with audiences in an authentic way. Key aspects of reputation management include providing a reliable customer experience, transparency, and building relationships over time through content that meets audiences' needs and allows two-way communication. The rise of social media and user-generated content has made public relations less one-directional and more about ongoing conversations to develop trust and loyalty.

1. Reputation ManagementEarning and Protecting the Trust Between You and Your Publics

2. Reputation Management is… Building authentictrust between your organization and the people that matter most to you.

3. Value of Reputation

4. Today’s Relationship Drivers Satisfaction with experiences Consistency Trust Commitment (personal) Transparency (honesty) Sources: Terry Flynn, Ph.D., McMaster University, DeGroote School of Business David Armano, darmano.typepad.com

5. The New Rules of Marketing & PR PR is for more than just mainstream media audiences PR is not just about seeing your organization on TV; it’s about seeing you on the Web It’s about helping people move through the decision-making process with great online content It’s authenticity, not spin It’s participation, not propaganda It’s direct communication at the moment and in the way your audience prefers, not one-way interruption — Adapted from The New Rules of Marketing & PR

6. The Link Between Brand and Reputation Brand Promise Defines the experience your customers should have with you Aligns your business operations with the customer’s experience Defines and protects your reputation Reputation = Current perceptions of an organization A variable based on experiences, news, events, actions

7. Reputation Management Reliable, Predictable Experience When the experience doesn’t match the promise, reputation declines Reputation Index Unreliable, Unpredictable Experience Source: Standing Partnership

8. The Mass Media Model Edited and controlled content broadcast to mass audiences Email PR Website Advertising Print Adapted From: Mike Arauz, Thoughts on New Media and Assorted Links

9. The Social Media Model Ideas shared, adapted, changed and shared again, and again, and … Source: Mike Arauz, Thoughts on New Media and Assorted Links

10. Social Media Continuum of Tools Syndicate, Search, Aggregate Publish Connect Collaborate Rank, Tag, Comment, Bookmark Measure

11. What Now?

12. Using Social Media to Build Reputation Internal collaboration Direct conversations Relationship building Thought leadership Instant feedback Community SEO (search engine optimization)

13. Web Content Fuels Traditional Media Relations More than eight of 10 journalists (84 percent) say they have used or would use blogs as primary or secondary sources for articles. — 2007 Arketi Web Watch Survey

14. Web Content Fuels Traditional Media Relations Eighty percent of journalist say they spend more than 20 hours per week online. Eighty-seven percent say they use the internet to find news sources. — 2009 Arketi Web Watch Survey

15. Web Content Integral to Reputation The Internet has made public relations PUBLIC again, after years of almost exclusive focus on media. Blogs, online news releases and other forms of Web content let organizations communicate directly with consumers. — David Meerman Scott The New Rules of Marketing & PR

16. Reputation Management Trust equity – a reputational insurance policy that creates economic value for your organization Turning relationships into results Customer loyalty Recruiting/retention Increased funding/donations Potential premium pricing Protection against crisis Empowering brand ambassadors

17. Marketing Shift

19. Usability

21. Yahoo, MSN

23. MySpace

25. Blogs

27. Give the user choices, have a conversation

29. Distinct value proposition

31. Sign up for E-newsletter

32. Connect with us on social media

34. Create feelings which become thoughts/actions

36. Guests, visitors

40. Personalization

41. People

42. Stories

43. Real answers

44. Data to substantiate

46. Connections

47. Stories

48. Share ideas

49. Listening is important