We all know the impact that negative publicity can have on a brand, whether it is your own, or a professional-services brand like a law or consulting firm. Negative information tends to be more clickable, driving search engine algorithms to put them higher in the results. And in an online world where a potential new customer or investor has an abundance of choice, one negative result headline can persuade her to choose another firm or partner.
That’s why online reputation management exists – to help businesses and individuals navigate negative publicity, whether or not it is true.
Maintaining a good online brand is not only about avoiding negative publicity, however. There are other steps that any business or individual should take, especially if they operate in industries such as finance, law, or security where trust is an essential component of any client relationship.
Invest in positive publicity
o Making sure the Internet reflects all the positive things you accomplish – awards you win, important achievements, etc. – creates impressions that help to instill trust at the moment a potential client comes in contact with your brand.
Provide information
o Whether you’re a business or an individual in a professional space, you possess knowledge that potential clients need. Sharing that knowledge through articles and blog posts helps to establish credibility, and it is an easy way to allow clients to get to know you.
Making sure that negative publicity is managed to have a minimal impact on your brand is critical, but positive brand building is just as important. And even if no negative publicity exists, investing in a positive impression of your brand builds trust and credibility, as well as acting as an insurance policy against information that could damage your online reputation down the road.