But brand reputation isn't simply a concern to obsess over. It's a measurable process that has an impact on revenue, customer trust, and long-term growth. And yet too many companies still focus on reactive strategies instead of thinking about it proactively.<\/p>\n\n\n\n
Looking for a comprehensive all-in-one PR tool?<\/h3>\n\n\n\n
Try Prowly completely free for 7 days in a platform with everything you need for PR.<\/p>\n\n\n\n
- \n
- All-in-one software:<\/strong> Get everything you need in one tool for PR, incl. media database, outreach, reporting, and more<\/li>\n\n\n\n
- Transparent pricing:<\/strong> Plans start at $258\/month<\/li>\n\n\n\n
- Comprehensive monitoring:<\/strong> Track the web and social media mentions.<\/li>\n<\/ul>\n\n\n\n
Learn more<\/a><\/p>\n<\/div><\/div>\n\n\n\n
What is brand reputation management?<\/h2>\n\n\n\n
Brand reputation<\/strong> management is the process of shaping and influencing the public's perception of a brand. It involves monitoring mentions, responding to feedback and criticism, and building trust to protect a brand's positive image with its audience.<\/p>\n\n\n\n
What does brand reputation management include?<\/h3>\n\n\n\n
More than you'd think. A good reputation management strategy can't be fit into an envelope and left to collect dust. It requires regular updates, attention, and must be fully evangelized within the company.<\/p>\n\n\n\n
Here are the basics:<\/p>\n\n\n\n
1\ufe0f\u20e3 Monitoring perception<\/strong><\/h4>\n\n\n\n
You need to be<\/strong> fully aware of what people are saying<\/strong> about your brand.<\/p>\n\n\n\n
Whether it's across social media platforms, in online discussion forums, or even in newspaper coverage, your brand reputation can change in an instant if even slight changes in your audience's perception go undetected.<\/p>\n\n\n\n
This is why you need to track mentions and customer feedback<\/strong> like a hawk.<\/p>\n\n\n\n
\ud83d\udca1 If you need a tool to help you out with that, you can try Prowly for free and see how it can help you <\/a>improve your brand reputation management.<\/p>\n\n\n\n
2\ufe0f\u20e3 Crisis prevention and response<\/strong><\/h4>\n\n\n\n
When negative feedback rolls in (which is inevitable, no matter how great of a brand you represent), you need to address it in the best manner possible<\/strong>. That means no robotic answers, no generic replies.<\/p>\n\n\n\n
Additionally, what you can do to alleviate stress in that moment is proactively think about a <\/strong>response strategy<\/strong> before a crisis<\/strong><\/a> starts<\/strong> brewing<\/strong>.<\/p>\n\n\n\n
\ud83d\udca1 Tip:<\/strong> Explore this article<\/a> to learn more about how reactive PR compares to proactive PR\u2014and how to put it into action.<\/p>\n\n\n\n
3\ufe0f\u20e3 Brand messaging<\/strong><\/h4>\n\n\n\n
Do all of your communications align with your brand values and brand image? It's something to think about in terms of brand reputation strategy as well.<\/p>\n\n\n\n
In order to keep it all authentic, you need to know what to say<\/strong>, when to say it and, most importantly, how.<\/p>\n\n\n\n
4\ufe0f\u20e3 Customer experience<\/strong><\/h4>\n\n\n\n
Think about how you're trying to improve as a brand based on customer feedback. Are you taking people's opinions into consideration?<\/p>\n\n\n\n
If you're not and your audience feels like they're simply talking to a wall, that's not really building trust and fostering relationships, is it?<\/p>\n\n\n\n
Make sure you have a strategy on how to communicate<\/strong> to your audience that you're actively improving upon, respond to reviews and comments with care, and address customer concerns as soon as possible.<\/p>\n\n\n\n
P.S. Here\u2019s an article that might come in handy if you\u2019re looking for a tool to measure the impact of your communication efforts<\/a>.<\/p>\n\n\n\n
5\ufe0f\u20e3 Competitor benchmarking<\/strong><\/h4>\n\n\n\n
Are you really a fan favorite or are you just the loudest in the room?<\/p>\n\n\n\n
It's difficult to assess your own performance if you're not benchmarking yourself against your competitors and industry. Try measuring SoV and do a thorough sentiment analysis.<\/p>\n\n\n\n
\ud83d\udca1 You can read more about these two metrics in these articles:
\u2796 Share of Voice in PR: How to Calculate Your Brand SOV<\/a>
\u2796 How to Use Sentiment Analysis in PR<\/a>
\u2796 How to Measure Brand Sentiment in PR<\/a>
\u2796 20+ Top Sentiment Analysis Tools for PR Pros<\/a><\/p>\n\n\n\nWho is responsible for brand reputation management?<\/h3>\n\n\n\n
Well, it depends.<\/p>\n\n\n\n
Not necessarily the answer you wanted to see, but brand reputation management is mostly a shared responsibility across multiple departments in the company, such as:<\/p>\n\n\n\n
- \n
- PR & Communications:<\/strong> To manage media coverage and the public's perception.<\/li>\n\n\n\n
- Marketing:<\/strong> To align messaging, brand positioning, and ads.<\/li>\n\n\n\n
- Customer support:<\/strong> To respond accurately and swiftly to customer feedback.<\/li>\n\n\n\n
- Legal & Compliance:<\/strong> To keep tabs on impersonation, misinformation, and defamation.<\/li>\n\n\n\n
- Human Resources:<\/strong> To shape employer branding the right way.<\/li>\n\n\n\n
- Leadership:<\/strong> To speak about the brand with confidence and integrity.<\/li>\n<\/ul>\n\n\n\n
\nTRY PROWLY FREE FOR 7 DAYS<\/strong><\/a><\/div>\n<\/div>\n\n\n\nWhat's the difference between brand reputation management and reputation marketing?<\/h3>\n\n\n\n
- Marketing:<\/strong> To align messaging, brand positioning, and ads.<\/li>\n\n\n\n
- Transparent pricing:<\/strong> Plans start at $258\/month<\/li>\n\n\n\n
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