Reputation Marketing: How to Shape Public Perception

Reputation marketing is all about owning your narrative (before someone else does).

Just like Taylor Swift flipped the script with her Reputation album — and taught us all how to shake it off — she turned criticism into credibility and fans into fierce advocates. Brands can do the same.

In this article, we’ll explore how to build a reputation that shines — even when facing bad reviews or growing public scrutiny. Because in today’s world, a strong reputation doesn’t just protect your brand — it can turn you into a star.

Psst! These days, you can’t manage your reputation without keeping an eye on key media mentions. Let Prowly handle that for you — so you can stay focused on the creative work that matters.

Reputation marketing: what is it? Definition

First things first. What is reputation marketing?

Most brands only focus on their reputation when damage control is called for. But it's not only about what happened. It’s about what they remember.

👉 TL;DR: Reputation marketing ensures that your best qualities shine through, shaping a lasting, positive impression. It combines elements of branding, public relations, and digital marketing to ensure that when people think of your business, they associate it with quality, reliability, and positive experiences.

By proactively shaping your reputation, you influence what potential customers see, hear, and ultimately remember about your brand.

So you should plan your reputation marketing strategy in advance. Do not simply go with the flow on this.

Reputation marketing vs. reputation management: a difference that matters

What is the difference between reputation marketing and reputation management?

While both reputation marketing and reputation management focus on a brand’s public perception, they have different approaches and goals.

Reputation management

Focuses on monitoring and responding to online reviews, social media comments, and public perception.

Reputation management is primarily reactive. It deals with crises, negative feedback, and damage control. Moreover, it involves strategies such as review response, the handling of PR crises, and improving customer service.

🎯 The goal: Fix and maintain a brand’s image. The key is to keep the positive online reputation you've already achieved.

Reputation marketing

Reputation marketing focuses on amplifying positive brand perception through marketing strategies.

It is primarily proactive, using customer reviews, testimonials, and brand storytelling to build trust.

Reputation marketing involves strategies like showcasing 5-star reviews, influencer partnerships, and customer success stories. This one is about being real.

🎯 The goal: Enhance and leverage a strong reputation to attract new customers. One of the benefits of reputation marketing is a reliable community and strong bonds with customers.

Benefits of reputation marketing for your company

If your brand operates in a high-scrutiny industry (like finance, healthcare, or large corporations), strong reputation management is essential.

If trust directly impacts sales (as in e-commerce, SaaS, or personal brands), reputation marketing should be a priority.

For most businesses, the best approach is a balanced mix of both.

Protecting your reputation (for high-risk industries)

Think of this as your brand's safety-net. If you're in finance, healthcare, or running a big company, you need to be extra careful and manage your brand reputation with caution.

#1 Keep your fingers on the pulse of what people are saying

• Set up alerts (like with Google Alerts) to see what's being said about you online.
• Use tools that listen to social media to catch feedback quickly.

#2 Be prepared

• Have a plan for when things go wrong (like data leaks or rule violations).
• Train your team to be honest and open when talking about problems.

#3 Create a strong bond

• Talk openly with your customers, investors, or with anyone who matters to your business.
• Good relationships make big changes, like mergers, go smoother.

#4 Effective reputation marketing strategy means owning up to your mistakes

• Fix problems quickly.
• Admit when you're wrong.
• Try to solve issues privately to keep your positive reputation.

Using your good reputation to sell more (for online businesses & personal brands)

This is about turning your positive reputation into sales and loyal customers. Your reputation marketing efforts should bring tangible profits.

#1 Make the most of reviews

• Make it easy for people to leave reviews (like sending emails or giving discounts).
• Show off good reviews on your website and social media.

#2 Share success stories

• Tell stories about how your customers have succeeded in using your product/service.
• Share content made by your customers.

#3 A brand's reputation means teamwork

• Teach your team to ask for reviews and talk to customers.
• Ensure they learn how to use such content.

Why not both?

You can fix problems and share good news at the same time. When people trust you, they're more likely to buy from you again and again. You can also use reputation marketing software to see reviews and share good feedback. Let's work on examples. 👇

Example 1️⃣

A private clinic fixes patient complaints (=protects reputation) and shares positive reviews on its website (=boosts sales).

Example 2️⃣

An online store handles a bad review nicely (=protects reputation) and posts a video of a happy customer (=boosts sales).

How to combine reputation marketing & management for the best results

Reputation management and reputation marketing differ, but they are similar on some points. Once you combine them, your business's reputation can spike.

Reputation management is your safety net

Better safe than sorry, right?

So once you hit a positive reputation, you need all hands on deck to maintain it. Monitor brand sentiment to catch issues early. Follow your reputation and keep it in line with your brand messaging.

Unfortunately, sometimes crises arise through external forces.

To properly manage your company's brand reputation and keep your brand's image set in bright colors, you should have a crisis response plan on hand. The last thing you would like to focus on when something happens is scrambling and fighting with time to look after your company's reputation.

Another angle to cover reputation case is in handling negative reviews and feedback. Your online reputation is always in danger because of the virtual anonymity on the internet. Sometimes people say things just to say something.

And sometimes negative messages are valid. In both cases, you need to handle it calmly and professionally to minimize long-term damage.

Reputation marketing is your amplifier

Even the best sound sometimes needs an amplifier to carry it. Your company's reputation needs this sort of boost.

Push positive reviews, media mentions, and brand stories into the spotlight. Focus on local reputation marketing and communities. Reputation marketing matters because it helps you build a quality bond and become a reliable option on the market. It's how even the biggest brand started.

Optimize search results so your best content ranks above any negatives. Your online reputation marketing strategy should involve fighting with not-so-sweet opinions as well. It happens.

But bad reviews doesn't mean your brand's reputation immediately goes down. One unhappy customer does not cross out the positive reputation you've gained. Focus on highlighting it.

Use proactive PR to establish authority before you ever have to defend it. Being one step ahead pays off.

Activities that cover reputation marketing differ from those for management because they help you establish your position and build a strong online reputation.

Let's expand on each of these points to create a more detailed and actionable list. 👇

How to create a reputation marketing strategy: step by step

Step 1: Audit what’s is going on - know your starting point

1️⃣ Google your company (and key people)

• Go beyond just your company name. To get a real business reputation overview you should search for variations, common misspellings, and related keywords.
• Analyze the first page of Google results. What kind of content appears? Is this your content (kudos for SEO efforts)? Or does your reputation marketing rely on news, rankings, and reviews?
• Pay attention to Google's "People also ask" and "Related searches" sections. This can give you insights into common questions and concerns. Look at what your brand's reputation is related to.

2️⃣ Check reviews, social media, and media mentions

• Systematically review platforms like Yelp, Trustpilot, Google My Business, and industry-specific review sites. Positive brand images come from these as well.
• Monitor social media channels (X, Facebook, Instagram, LinkedIn) for mentions, comments, and trends.
• Use reputation marketing software to cover social listening and keep up to date with your business reputation across the web.
• Compile a list of all media mentions (news articles, blog posts, podcasts, videos). Note the tone and context of each mention. Good reputation marketing software should help you with this.

3️⃣ Identify what’s missing in your reputation marketing efforts

• Look for gaps in your online presence. Are there negative reviews that need addressing? Are there important keywords where competitors rank higher? This is a vital part of your strategy.
• Pinpoint any inconsistencies in your brand messaging or visual identity across different platforms.
• Determine if there are any outdated or inaccurate online pieces of information that could damage your company's reputation.

Step 2: Craft your brand narrative

1️⃣ You don’t have to be the best, but you do need to be memorable

• Focus on your unique value proposition and what sets you apart from competitors. Create a reputation marketing strategy that will help you stay at the top of people's minds.
• Identify the emotional connection you want to create with your audience.
• Think about what you want customers to say about you when they recommend you to others.

2️⃣ Pick key messages (2-3) that define your brand

• Create concise and compelling messages that reflect your core values and brand personality.
• Ensure these messages are coherent across all platforms and communication channels.

💡 While creating pillars of your reputation marketing, consider your target audience and tailor your messages to resonate with their needs and interests.

Step 3: Get your reputation marketing anchors in place

1️⃣ Strengthen Google search results

• First, optimize your website and content for relevant keywords.
• Create high-quality, informative, and engaging content that provides value to your audience. Informative and well-optimized articles, landing pages, and posts are the core of online reputation marketing.
• Build high-quality backlinks to your site. Create a net of them. One of the biggest benefits of reputation marketing is that you become visible all across the internet.

💡 Ensure your Google My Business profile is filled out and well-optimized as well. Reputation marketing software may help you with that.

2️⃣ Secure media mentions and press coverage

• Develop relationships with journalists and industry influencers.
• Build a net of places where you can publish whenever something new comes up. Use reputation marketing strategy software to search for media and names you should know.
• Participate in events and conferences to create some relationships within the industry.

Use tools like Prowly to respond to journalist queries. You can also create personalized press releases.

3️⃣ Use testimonials and reviews in your favor

Create a system for collecting and displaying customer testimonials and reviews on your website and social media.

Step 4: Keep the momentum going

1️⃣ Respond to reviews and engage with your audience

• Show that you are listening and value customer feedback. Reputation marketing is all about relationships.
• Respond to all positive and negative reviews in a timely and professional way.
• Engage with your audience on social media. Answer questions, respond to comments, and participate in conversations.

2️⃣ Stay visible

• Maintain a consistent presence on social media by posting regularly and engaging with your audience. Contribute to industry blogs, forums, and publications to stay at the top of their minds.
• Continue to seek out media opportunities and press coverage.

3️⃣ Monitor public perception and adjust as needed

• Regularly monitor your online reputation using social listening and reputation management tools.
• Analyze data and insights to identify trends and potential issues. Be ready to adapt your reputation marketing efforts.

Step 5: Tools that make reputation marketing easy

1️⃣ Tools for monitoring

• Google Alerts: Free and simple tool for tracking mentions of your brand and keywords.
• Mention: Tracks mentions across the web and social media, offering sentiment analysis.
• Brandwatch: Powerful social listening platform with advanced analytics and reporting.

Prowly: Includes print and broadcast monitoring in addition to online mentions, making it useful for comprehensive tracking. You can also create press releases and search for the most suitable media outlets.

2️⃣ Tools for managing reviews

• Trustpilot: Platform for collecting and displaying customer reviews.
• Google My Business: Essential for managing your business's presence on Google Search and Maps.

3️⃣ Tools for Comprehensive Reputation Management

These tools often combine monitoring, social listening, review management, and reporting into one platform. If you are looking for more tips on choosing a media monitoring tool, check out our guide: How to do media monitoring.

💡 If you are looking for all-in-one reputation marketing software, check out Prowly. You can use this tool for social monitoring, media monitoring, and press release management.

Reputation marketing – if you're not using it, you're playing defence

Think of reputation marketing as building a good relationship with everyone who sees your brand.

To keep that relationship strong, you need to talk to people (engage), listen to what they're saying (monitor), and be ready to adapt if necessary (adapt).

Managing brand reputation with the right tools makes this whole process much easier. When you do these things well, you build trust and become a brand people genuinely like and believe in.