How to build your reputation

@outwritepr @anthony_bullick

How to build your reputation!

Thursday 19 March, 2015

Who we are!

•  21 years providing high quality content !

•  Digital as standard!

•  Bespoke strategies!

•  Coaching and training!

•  Experts in crisis management

•  A 24/7 team

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Objectives!of the!day!

•  What is reputation and why does it matter?!

•  How you can boost your reputation!

•  How you can protect your reputation

The Chartered Institute of Public Relations (CIPR) says:!

“PR is about your reputation. It is the result of what you do, what you say, and what others say about you.”!

•  Do your job!!•  Community engagement and CSR!

•  Exhibit or hold workshops!

•  Achieve the highest qualifications and accreditations

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The result of what you

do!

•  Help other people!

Now have the ability to communicate directly with your stakeholders!•  Social media!

•  E-newsletter!

•  Online forums

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The result of what you

say!

•  Own website (news, blog and copy)!

•  Review sites such as Trip Advisor

Step one: research your audiences!

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The result of what you say!

•  Where are they?

•  Why should they engage with you?!

•  What content do they want?!

•  Listen!

Step two: What should you say?!

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•  Offer value

•  News (long form and snippets)!

•  Tips and advice!

Step three: Grab attention!

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•  What interests your audiences?!

•  Ask yourself the question, ‘so what?’!

•  Tease them in!

Step four: Recycle!

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•  Save time and money!

•  Deliver content where your audience is!

•  Alter it slightly depending on the channel!

Step five: Evaluation!

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•  Social media analytics!

•  Google analytics!

•  Anecdotal!

•  E-newsletter software!

Positive: Either tell them your story or just do your job!!

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What others say about you!

•  Media!

•  Social media (different KPIs)!

•  Review sites!

•  Verbally!

•  Google!

One piece of content, countless of opportunities!

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Using a press

release!

•  What is news?!•  Media coverage!

•  Awareness!•  Changing or reinforcing an opinion!•  Future editorial opportunities!

•  Social media !•  Your story is relevant content!•  Link to media coverage!•  Encourage others to share !

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Using a press

release!

•  Website!•  Latest news section is a factual timeline!•  SEO benefits!

•  Online reputation management!•  Online media coverage!•  Your own channels show in search results !

•  E-newsletter!

•  Printed marketing material!

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Using a press

release!

•  Networking!

•  Exhibition stands!

•  Workshops and seminars!

•  Telephone!

•  Folder in reception!

Negative: Issues and crisis communications!

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•  Issue: Opportunity to stop it escalating!

•  Crisis: People are more likely to remember the communication during a crisis regardless of how well it is dealt with operationally!

•  The Golden Hour is no more!

•  Digital = a voice for everyone!

Negative: Be prepared!

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•  Have a plan. Write down everything that could go wrong and how you would respond!

•  Proactive reputation management!

•  Be aware. Monitor mentions of your brand. Nip issues in the bud before they turn into a crisis.!

Negative: Dealing with negative comments online!

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•  Don’t take it personally!•  Take a step back: Examine the background of the story and the user and put everything into context!

•  Take action and respond in a measured way!

•  Be transparent and avoid corporate speak!

•  Address the user and take ownership of the issue!

•  Educate and/or resolve!

•  The result of what you do, what you say and what others say about you!

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!Recap!

•  You are your own publisher, but your brand is now everywhere!

•  Research, deliver high-quality content and evaluate!

•  Recycle your content eg press release

•  Be prepared for any issues!•  Take measured action!

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Questions?!!

www.outwrite.co.uk!@outwritepr!@anthony_bullick!!

How to build your reputation

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