| A poor reputation online can be enough to sink the | | | | juice. Consumers were up in arms over the change |
| best laid marketing plans in an instant, not to mention | | | | and made it known quite loudly on social networks |
| the amount of money in marketing dollars that can be | | | | calling for a boycott of the brand. Tropicana waited |
| lost trying to over-market poor PR. The wrong thing to | | | | two months to respond and then changed the logo |
| do is nothing. | | | | back to the original one. The slowness of their |
| This is where having a system for Reputation | | | | response resulted in more damage as it was simply |
| Management comes into play. In today's world it is vital | | | | too little too late. Dominos pizza on the other had had |
| for businesses of all sizes to have a strategy in place | | | | an even bigger situation with two employees posting a |
| that can predict and address reputation issues, create | | | | video of themselves on YouTube defiling someone's |
| a positive image and foster better customer relations. | | | | take out order. Yuck! Without delay Dominos was on |
| The Internet is a fast paced and uncaring tool for | | | | the offensive with a YouTube video of their own |
| communication. It does not care if what is posted | | | | launching a Reputation Management campaign that |
| about you is good or bad. The search engines don't | | | | has been viewed as a success. The story about |
| care either; they only care about making it findable. | | | | Dominos made it into the New York Times. |
| With the advent of social media, consumers now have | | | | The most successful way of managing your |
| a means of spreading the word about of company, | | | | reputation is to combine traditional PR with the new |
| product or service to the multitudes with a simple click | | | | social media tools. There are hundreds of online |
| of their keyboard. In fact, social media has become | | | | systems for tracking, maintaining and repairing a |
| such a valuable conduit of information that the news | | | | reputation with more being developed on a regular |
| media is using for their stories what people are talking | | | | basis. Knowing how to track, synthesize and maintain |
| about online. So if a customer has a complaint and | | | | this new burst of communication is a must for PR |
| posts it online it can potentially and quickly become | | | | success. |
| local or even national news. | | | | A strong Reputation Management system is a must in |
| Take for instance the lesson Tropicana learned when | | | | any PR strategy in this day and age and can be the |
| they decided to change the logo they had been using | | | | difference between simply fostering better customer |
| for 25 years of an orange with a straw to a glass of | | | | relations and cleaning up a disaster. |