Reputation means everything to your company. If your reputation is compromised by negative reviews, inappropriate staff actions or a lawsuit, you could lose customers, employees, suppliers, advertisers, and sponsors. Protect your business with these reputation management tips.
Promote your Brand
Your brand tells customers, suppliers and advertisers what to expect when they work with you. Whether you’re a new or established business, create brand guidelines that outline the ideals and values that are important to your organization.
Promote and build your brand’s positive reputation every day both in person and online. Use your website, social media, press releases and public relations to reinforce brand values, and train employees to exhibit those values consistently.
Monitor Search Results
When anyone mentions your company online, you should know about it; these mentions can build or damage your reputation. Always acknowledge positive mentions with a thank you and regularly post positive information, including new product releases, awards and community recognition.
Use fresh, optimized content on your blog and social channels to establish thought leadership and create goodwill. Consider tools such as e-Business Risk Management Program to help monitor online mentions and manage digital risk.
Suppress Negative Content
You won’t please everyone, and you may receive negative reviews or hostile comments online. The way you respond can either support or further damage your reputation.
First, build a positive online presence so negative items are balanced by good news. Never reply to criticism with foul language, threats or personal attacks; apologize when appropriate and offer a solution or resolution instead.
If your business truly made a mistake, take public responsibility, reiterate your commitment to improvement, and then follow through to rebuild trust. Above all, remain focused on providing excellent service.
Investigate and Remove False Information
If you find inaccurate or defamatory information about your company online, ask the poster to remove it and document your request. In some cases you may need to consult legal counsel as you investigate and work to remove false statements.
Handle a Reputation Crisis Appropriately
A negative post that goes viral, a high-level employee’s criminal conduct or a defective product can all become reputation crises. Address these issues immediately to limit damage and maintain public trust.
In most cases you’ll want to involve reputation management professionals who can advise on containment, communication strategy and rebuilding efforts.
Purchase Insurance
Reputation insurance or related policies can cover expenses tied to managing and restoring your company’s reputation. For more information on insurance options related to consulting and professional services, see Management Consultants Insurance.
Discuss your specific business needs and talk to your agent about the coverages that make sense for your organization.
Frequently Asked Questions
How should I respond to a negative online review?
Respond promptly and professionally: apologize if appropriate, offer a solution, and take the conversation offline when possible.
Can false information about my business be removed?
You can request removal from the poster or the hosting platform, and in some cases legal steps may be necessary to remove defamatory content.
What does reputation insurance typically help with?
Reputation insurance can help cover costs for public relations, crisis management, legal expenses and other services used to restore reputation after a damaging event.
How can I prevent reputation problems before they start?
Proactively publish positive content, train employees on brand values, monitor mentions, and respond quickly to issues to reduce long-term damage.