Reputation Management
Protecting and repairing how an organisation is seen: monitoring, response, and fixing the underlying cause. It does not include removing accurate reporting.
Überblick
Reputation work divides cleanly into three things: knowing what is being said, responding well, and fixing whatever caused it. Most demand is for the second, and most lasting improvement comes from the third.
It is worth being explicit about what this does not include. We do not suppress accurate journalism, manufacture reviews, or run astroturfing campaigns. Those techniques are detectable, and the discovery is invariably a worse story than the original problem.
Für wen das gedacht ist
- Companies facing a specific reputational problem
- Businesses whose review profile does not reflect their actual service
- Organisations with no plan for the first hour of a crisis
Unser Vorgehen bei Reputation Management
Die konkreten Arbeitspakete eines typischen Projekts. Der Umfang steht vorab fest, nichts davon taucht später als Überraschung auf der Rechnung auf.
Monitoring
Coverage, reviews, forums and social conversation, with alert rules so something growing is caught early.
Crisis preparation
Spokespeople, escalation paths and holding statements agreed in advance. The first hour is where reputations are actually decided.
Response and correction
Replying publicly where it helps, correcting factual errors through the proper channels, and knowing when a response would only amplify.
Review programmes
Encouraging genuine reviews from real customers at the right moment, which is the legitimate way to improve a rating.
Search result improvement
Publishing genuinely useful owned and earned material so what ranks for your name reflects the whole picture.
Root cause work
Identifying what is actually generating the complaints, which is often an operational problem communications cannot fix.
Vom ersten Gespräch zum gemessenen Ergebnis
Immer dieselbe Reihenfolge, damit Sie wissen, was als Nächstes kommt.
Assess
What is being said, where, by whom, and how much of it is accurate. That last question decides the approach.
Stabilise
Respond where response helps, correct what is factually wrong, and stop making the situation worse.
Fix the cause
Address the underlying issue, since sustained reputation improvement is downstream of the thing people are complaining about.
Rebuild
Genuine reviews, useful published material and consistent communication over months rather than weeks.
Ergebnisse statt Aktenordner
Ein Stapel Dokumente ist kein Fortschritt. Das hier sind die Veränderungen, die die Arbeit bewirken soll.
Early warning
Monitoring with alert rules turns a crisis into an issue handled before it grows.
A first hour that goes well
Prepared statements and agreed spokespeople are what prevent an improvised response becoming the story.
A rating that reflects reality
Systematic requests to real customers correct a profile skewed by the small minority who complain unprompted.
Problems that stop recurring
Root cause work is the only thing that produces durable improvement.
Häufige Fragen zu Reputation Management
Was Kundinnen und Kunden fragen, bevor sie sich melden. Fehlt Ihre Frage, stellen Sie sie uns direkt.
Can you remove negative articles or reviews?
Not accurate ones, and we would not attempt it. Factually incorrect content can be challenged through the publisher's or platform's proper process, and reviews violating a platform's rules can be reported. Beyond that, the answer is to address the cause and to publish enough genuine material that one item is not the whole picture.
Should we respond to every negative review?
Respond to most, briefly and without arguing the detail, then move specifics to a private channel. Prospective customers read the response more carefully than the complaint, and a defensive reply does more damage than the review.
Can you write positive reviews for us?
No. Fabricated reviews are illegal in many jurisdictions, against every major platform's terms, and detectable. What works is asking real customers systematically at the right moment, which most companies simply never do.
What should we do in the first hour of a crisis?
Establish the facts, say something true and brief that acknowledges the situation, and commit to a time when you will say more. The most common and most damaging error is silence, and the second is a denial issued before the facts are known.
Reputation Management im Kopf?
Sagen Sie uns, was sich ändern soll. Passen wir nicht, sagen wir das und nennen Ihnen eine bessere Adresse.
Interessiert Sie das grössere Bild?
Reputation Management steht meist neben weiteren Themen aus Public Relations & Communications. Sehen Sie sich den ganzen Bereich an.