Working with the media
If you had a problem in the industrial age, a common strategy was: Shh! Be quiet, people will forget! If a journalist called, some CEOs would be "not available", and they would not return calls. This was - sometimes - a strategy that worked, at least in terms of profit. Not so in the networked world.
What does your online reputation look like?
Now yesterday’s news lives forever. And dissatisfied customers do not hesitate to let the world know somewhere on the Internet. When researching your company, the first thing an information overloaded journalist does is a Google-search (when was the last time you googled your company and yourself?), then of course also a look-up in the relevant media-databases to see your earlier merits.
If the journalist is a little more advanced, you will also be subjected to a blogosphere search engine such a Technorati, and the journalist will check if you or your employees can be found on Youtube, Facebook, Flickr, Linkedin, and other similar services. These are the search results that make up an overwhelming part of your company’s reputation.
Shutting up is counterproductive
All this means that the good old knee-jerk reaction of shutting up is generally counterproductive - because you then leave it to everyone else to characterize who you are and what you stand for. So what to do?
- You want to work with the media and opinion leaders to create positive feedback loops that build reputation and maintain a share of mind.
- You want to be able to transform negative attention into positive feedback loops by addressing the issues at hand conscientiously and with respect.
- You want to leave your “signature” whenever you have done something that you are proud of – what we have coined the Kilroy-was-here strategy.
Direction provides training on how to do this, based on your organization’s specific needs and opportunities. Where appropriate, we help you establish "ambassadors", get involved with or build communities and social networking on the Internet.