How should reputation management be run in digital PR?
Online reputation starts with what shows up on the first page of search results.
The first step in digital reputation management is an inventory: when someone searches for the brand name, what appears on the first two pages, and which sources dominate?
The second step is filling the gaps. If an organization’s own channels lack current, accurate and comprehensive content, third parties will fill that void.
The third step is monitoring and response. The tone of a response to negative content can matter more than the content itself.
Finally, reputation management is not a defensive activity but a constructive one. Consistent content production is the strongest buffer in a crisis.