| Reputation management is the PR of the modern age. | | | | individually greatest effect and also how to network |
| Reputation management and public relations teams | | | | the various media together for even greater results. |
| perform very similar tasks but in widely different | | | | For example, a blog is an excellent information outlet |
| arenas. Reputation management is PR for the web. | | | | by itself, but when it incorporates video or an |
| Like traditional public relations teams, reputation | | | | interactive element and provides links to them, it |
| managers are responsible for A) promoting the | | | | becomes a much more effective vehicle for important |
| company's goods and services, and B) dealing with | | | | information. It also encourages viewers to visit other |
| problems that could threaten the company. The | | | | web sites dedicated to the same topic. The more sites |
| difference between reputation management and | | | | reputation managers can add to their network, the |
| traditional public relations is the arena in which they | | | | higher up their content will appear in the list of search |
| operate. Reputation management works strictly on the | | | | engine results. |
| Internet, which requires a completely different set of | | | | Two important outlets that many businesses overlook |
| skills in addition to those of traditional PR professionals. | | | | are video and photo web sites. Pictures and videos |
| Reputation managers accomplish both their objectives | | | | are some of the most popular media formats on the |
| in the same basic manner: ensuring the first few pages | | | | Internet because they are easy to understand and |
| of search engine results contain either positive or | | | | take up less of the viewer's time. Short video clips, |
| neutral information about the company or its products. | | | | targeted and tailored to specific audiences, are |
| To this end, reputation managers must be well versed | | | | possibly the most effective way to disseminate a |
| in the disparate forms and methods of online | | | | message quickly. These kinds of multimedia |
| marketing and communication. | | | | presentations often appear near the very top of lists |
| To effectively carry out their duties, reputation | | | | of search results, making them invaluable reputation |
| management specialists must understand each of the | | | | management tools. |
| media formats available online and how they relate to | | | | As businesses continue to shift their focus to the digital |
| each other. This includes everything from blogs and | | | | realm, reputation managers are becoming ever more |
| discussion boards to audio and video outlets. A good | | | | vital. It is a new sector of public relations waiting to be |
| reputation manager will know how to use each one | | | | explored and developed. |