The idea behind public relations hasn’t really changed much over the years but the mediums through which it can be practiced have changed dramatically. In today’s climate of user-generated content and social media, bad reviews and negative comments spread quickly creating a damaging dialogue about your company/brand. With a good reputation management strategy in place, we can mitigate the worst effects of online negativity many times before they happen.
Public Relations – Online and Stronger than Ever
Unlike most forms of online marketing, digital PR’s ultimate aim isn’t about selling services but rather about increasing a company’s or organization’s ‘share of voice’ within a certain social sphere of your industry niche.
Think of it as selling an image of you and your brand to the wider community in which you operate. In today’s world, this increasingly means on social media but online PR is about a multi-channel approach that includes your own website as well as other websites, sponsorship opportunities, native advertising, and press releases. Digital PR can take many forms but is essentially concerned with creating a sense of trust, familiarity and authority around your brand.
Digital Brand Monitoring
Reputation management can be broken down into three areas; management, monitoring, and response. As your company grows so does your brand awareness. It is important to proactively manage and monitor your brand’s online persona. This activity goes hand-in-hand with monitoring your online reputation so you have an awareness of exactly what people are saying about your company and its products or services online, as soon as they are saying it.
The Power of Social Media
The power of social media to spread information to huge numbers of people at unprecedented speed makes it both a powerful marketing tool and a potentially dangerous forum for negative sentiment and criticism. We can create and manage social media profiles across any platforms where your industry is present. As well as helping you build your overall share of voice, this will establish a channel through which you can respond and react to any negative criticism. By taking control of the situation on social media you can effectively control the conversation.
Having an established and well-promoted presence across multiple social platforms also means your site and your social profile pages will be more likely to dominate the search results for your brand-related terms, meaning more people will see your side of the story first should the bad times come.
We also offer a press release and article marketing service where we create and syndicate newsworthy stories about your business. Utilizing well respected and popular news wire and eBlasts, ELL Comms will not only aid your online reputation but can also deliver additional traffic to your site.