Tag Archives: Stacey Cohen

Online reputation management, , , , , , ,

Huffington Post has published an interview with Reputation Communications CEO Shannon Wilkinson about personal branding online. These are highlights from Stacey Cohen’s article:

“Personal brands are complex, shaped by our skills, our interests and the content we create, from our tweets to our blog posts.

But at the foundation of any personal brand is a singular – and paramount – trait: our reputations.

Without a positive reputation, no personal brand can flourish. If you’re not viewed as a dependable and trustworthy professional, your skillset, interests and output – no matter how impressive – won’t matter much.

And in today’s digital world, where photos, social media profiles and news stories are immortal, upholding a sterling reputation is more important than ever. One hiccup, whether an awkward photograph, or unforgiving article, can haunt a professional for years.

Few people know the nuances and importance of modern reputation care better than Shannon Wilkinson, a leading expert on online reputation management, or ORM. Wilkinson’s NYC-based firm Reputation Communications serves a suite of international clients and offers services ranging from reputation-building and reputation research to reputation repair. Wilkinson is a familiar byline in the Wall Street Journal’s “Crisis of the Week” column,” a seasoned speaker and regular blogger at her website, You(Online).

I recently caught up with Wilkinson about ORM and polishing and protecting reputations in the age of the Internet.

Wilkinson paints a vivid picture of just how important ORM is in today’s world and shares guidance on how to best navigate this new realm.

First, assess what’s already out there – and resist the belief that you can be invisible online. “The digital age ensures that each of us have an online reputation, whether we want one or not,” Wilkinson explains. If we throw up our hands and surrender, our reputations will be determined by “bots that scrape, index and republish the publicly available information about you,” Wilkinson warns.

Next up: Start creating content that accurately represents, and enhances, your reputation. “Counter-balance third-party content and replace it with new, positive and authentic material,” Wilkinson says. “This is a key ORM strategy.” Ensure the items you do have control over – your LinkedIn profile, your company bio, your blog and your Twitter – carry the right messaging.

There’s lots more to ORM than just this, and mercifully Wilkinson is quick to share her agency’s most popular blog post, “The Essentials: Online Reputation Management FAQs.” It’s a useful inventory of strategies and tactics you can use to start burnishing your online reputation today. If you have a presence online (and remember, everybody does), it’s worth the read.”

Read the article: Online, Your Reputation is Everything.

 
 
Interviews with experts, , , , , , , , , , , , , ,

Public relations has undergone tremendous change in the last decade. Digital media has completely disrupted the industry. If your PR program has not delivered the results you seek, or you are researching the best options for your organization, this interview with a veteran PR strategist is a must-read. Stacey Cohen is CEO of Co-Communications, an award-winning New York-based PR firm with services spanning public relations, advertising, digital marketing and social media. Her agency serves clients in the real estate, education, healthcare, professional services, non-profit, and hospitality industries. We interviewed her about the state of the industry.

PR’s scope has greatly expanded in recent years.  What do organizations need to know to succeed with their PR programs today?

 Media used to be the main conduit of public relations. It is no longer the only one. PR now hits every touchpoint: from websites to collateral material to social media. It also requires much more research-informed marketing. Content development has become a top priority for Fortune 500 firms and small businesses alike.  A solid content marketing strategy builds brand awareness and trust, drives web traffic, engages key audiences and translates into increased sales. As a result, PR professionals have to be more strategic when they plan a new program. They must be able to pivot quickly and to be facile on a multitude of platforms. We are working with bloggers, community and political influencers, and with journalists in every conceivable medium.

What is essential to creating an effective PR campaign in this environment?

Identifying the audience you want to reach is the starting point. Who are they? What do they read and watch? What social platforms do they use? What do they care about? Next, is shaping your message. It must resonate with your audience. To achieve that requires authentic, meaningful content. Everything else is clutter. Unfortunately, you see that every day: breathless sales jargon, uninteresting promotional events and press releases that are basically clickbait. Return on Engagement (ROE) is the new Return on Investment (ROI) in the content management sphere. ROE goes beyond hard data to gauge relationships with the target audience through brand interaction.

How do CEOs fit into the equation?

 Today’s CEO must develop a unique personal brand that compliments and strengthens the business’ brand.  It is critical for CEOs to be positioned as the go-to expert in their area of expertise and make an emotional connection with their target audience.  They cannot be perceived as only a figurehead. Smart PR strategies create events and other opportunities where the CEO’s thought-leadership is highlighted and amplified on multiple social channels. Several studies indicate a strong CEO reputation enhances market value, attracts investors, generates positive media attention, affords crisis protection, and attracts/retains employees. We spend significant resources developing awareness campaigns about client’s companies, projects, and achievements. The CEO is a huge brand asset and is typically an integral part of such programs.

What advice do you give organizations seeking the best PR firm for their needs?

 Both parties need to view the relationship as a partnership rather than a vendor/client bond, be accountable, communicate frequently, and be committed to success.  Businesses should also consider the “three “buckets”:  1) Strategic – high-level, “big picture” thinking;  2) Creative – campaign/program(s) which enable the client to stand out from the clutter; and 3) Execution – Implement on an effective, timely basis.

Stacey Cohen began her career at Marsteller Inc. (a division of Young & Rubicam), then held senior positions at CBS/FOX before establishing Co-Communications in 1997. The firm’s case studies provide an in-depth overview of their work. Follow her on Twitter @StaceyRossCohen. And check out her Huffington Post column. This is the sixteenth in a series of interviews with experts whose work relates to online reputation management.