Over the last ten years, reputation management has evolved and begun utilizing various social media platforms, both to execute communication of their client’s important points and to be certain that they are reaching as wide a range of people as possible. Programs like Facebook, Instagram, and Twitter – although originally designed for personal networking, sharing and communication – have come to the forefront of marketing, due to their astronomical number of users and the free-or-low-cost advertisement that these applications provide. It is not uncommon to be perusing your account on these sites and come across an advertisement, a link to a video commercial, or a funny saying posted by your favorite brands and celebrities.
PR professionals are able to capitalize on this too, allowing favorable information to flow from their client to the world simply and effectively. Additionally, social media accounts may have a tendency to portray the famous person or corporation in a light that is accessible and friendly, bridging the gap between the audience or customer and the person or thing they’re interested in. Some companies have even taken to hiring social media managers – experienced professionals whose tasks are to communicate with their clients on the forum-based portions of these platforms, increase fans or subscribers, and handle any issues therein. These dedicated employees are undoubtedly doing some public relations work along the way.
Regardless of the platform that is selected, the bottom line of reputation management is a positive portrayal – taking the very best information about the client and making that shine, addressing or eclipsing any potential negativity, and presenting the public with digestible, relevant facts. When faced with a media backlash, the internet and social media applications allow PR teams to better assist their clients by speaking quickly and directly to their patrons and following, assisting in the replacement of critical comments with clear, true information. This aids the fan or customer in forming a positive opinion of the subject, making them more inclined to support them in the future, and educating them on facts that they may not have already been aware of.