Though the public relations landscape has changed with the progression of technology, the purpose and core values have not, and the importance of reputation management has grown exponentially. The availability of information at the public’s fingertips has subsequently increased the ability for misinformation – details are misconstrued, images open for interpretation, personal opinions not rooted in fact can negatively impact the individual or business without their even being aware of it.
With that accessibility of information, there needs to be accessibility to clarity alongside it, as well as the projection of a positive, approachable subject. The days of writing a complaint to your once-favorite candy brand, mailing it to them, and waiting six weeks for a canned response have long passed us by; customers and audiences are provided information instantaneously, and they expect and deserve answers instantaneously as well. With reputation management in the digital age, they get that and more.