What is ‘Digital Public Relations’?
 

	Digital Public Relations (DPR)			Examples of DPR
	Using digital technology to manage the reputation, awareness and brand of a Company			Social media Websites
	DPR uses digital media to influence			Blogs
				Online content – presentations, company events, interviews

	Online Reputation Management (ORM)			The ORM Process
	Develop strategies to influence the public perception of your enterprise online			Build positive feedback Publicise positive reviews (with permission)
	DPR uses digital media to influence			Blogs
	Monitor for negative feedback			Use local and social media to build your audience

Online Reputation Management (ORM) – What do I need to do?

Before implementing an ORM Strategy, you need to:

Establishing Online Reputation Management (ORM) for your Enterprise

Establish your ORM priorities

 Decide on your goals

 Boundaries are important – how much time and money can you assign to this task?

 Consider the impact – where will you yield the greatest returns?

 Outline your critical tasks and first steps

Implementing your ORM strategy

 Decide on the policy for your enterprise – Will you respond to all reviews and feedback? Who will be responsible for this?

 What is urgent for your Enterprise e.g. are there particular social media channels that have priority such as Facebook?

 Decide on urgent and non-urgent responses.

 Keep a blacklist of ‘trolls’ that you will not respond to.

 Establish response templates so that your tone and message are consistent.

Key tips for establishing your online enterprise
 

 Invest in your website – it is your shop window so make sure it is inviting (see Module 2 for further information)

 Your passion for your enterprise is key but make sure to source external help for some digital aspects if required e.g. Search Engine Optimisation

 Security, security and security! Have policies and systems in place to reassure your customers (see Modules 5 & 10)

Introduction

What are the potential crises for digital enterprises?

Crisis Management – Public Relations

What to do (and not do!)

 Gerald Ratner inherited the family jewellery business in 1984 and transformed it into a multi million pound empire selling affordable goods.

 In 1991 he gave a speech at the Institute of Directors to over 6,000 people. When asked how he could sell his products at such low prices he replied:

 ‘because it’s total crap’

 The media ran the story and the company’s shares lost £500 million in days.

 You can spend years building your reputation – it can be destroyed in seconds!

 Go to www.talkwalker.com

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 You will receive an alert every time your Enterprise/Brand name is mentioned online