{"id":12042,"date":"2022-07-21T18:20:22","date_gmt":"2022-07-21T18:20:22","guid":{"rendered":"https:\/\/www.naylor.com\/associationadviser\/?p=12042"},"modified":"2022-07-21T18:20:22","modified_gmt":"2022-07-21T18:20:22","slug":"what-is-reputation-management","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/what-is-reputation-management\/","title":{"rendered":"What is Reputation Management?"},"content":{"rendered":"

Reputation has always mattered. Regardless of the industry,\u00a0 a good or bad reputation can make or break organizations of any size. In decades past, it may have taken months or even years for word to get out about a bad reputation, so there was ample time to deal with it. Today, however, word of an association\u2019s reputation \u2014 <\/span>good or bad<\/span><\/i> \u2014 can spread like wildfire in mere minutes.\u00a0<\/span><\/p>\n

For associations, maintaining a good reputation is mission critical. Regardless of the cause, whether engineered by an outside source or a miscalculated step, reputations need to be carefully guarded and managed to keep the association thriving and prepared for anything that comes its way.\u00a0<\/span><\/p>\n

So what is reputation management, exactly? In short, reputation management gives an association the chance to promote the positive offerings of the organization and the experience of its members. Reputation management also provides associations with the unique opportunity to counter any negative feedback and ensure that the positive messages are shared with an even broader audience, including potential new members.\u00a0\u00a0<\/span><\/p>\n

When leveraged and managed properly, not only does a well-presented, positive reputation inform members of the trust and credibility of the association, but it also serves as an important component for recruitment as well as marketing.\u00a0<\/span><\/p>\n

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Four Main Goals of Reputation Management<\/b><\/h3>\n

Associations are all unique to their own industry, however, reputation management can be scaled to fit any association because the goals are the same. The four main goals of reputation management include:\u00a0<\/span><\/p>\n

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  1. <\/b> Craft and disseminate compelling, clear and evolving messaging that speaks to the association\u2019s industry expertise by highlighting its proven track record of innovation, leadership and continuous growth.<\/span><\/li>\n
  2. <\/b> Build brand awareness and credibility with influencers, existing members and prospective members through positive media and influencer coverage to protect and increase the association\u2019s positive online reputation.\u00a0<\/span><\/li>\n
  3. <\/b> Execute proactive digital marketing campaigns to combat potential negative online reviews, effectively optimize search engine results and strengthen an association\u2019s reputation.\u00a0<\/span><\/li>\n
  4. <\/b> Take control of an association\u2019s online reputation by actively monitoring and influencing relevant online content and tracking and adjusting the campaign efforts.<\/span><\/li>\n<\/ol>\n

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    The Key Tactics of a Reputation Management Plan to Make the Goals Effective<\/b><\/h3>\n

    For reputation management to be successful, a well-thought-out plan has to be devised \u2014 and that begins with these three key tactics:<\/span><\/p>\n

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    Creating proactive story pitching.<\/b> This is where a marketing and PR team leading the reputation management plan would identify newsworthy angles to incorporate into creative story pitches for target media. These pitches are intended to:<\/span><\/p>\n