Chris Abraham

When it comes down to it, reputation defense and crisis management demands engagement: resistance is futile. Here’s some excellent advice from Local Advertising Journal about the risks and rewards of Online Reputation Management: Eliminate the Negative:

A negative review of your business or product is detrimental to your online reputation, but if it is managed correctly you can negate some of its worst impacts. When you find a negative review about your business, under no circumstances should you knee-jerk a reply defending your business. This can quickly devolve into a nasty thread of replies that will in perpetuity online, for anyone to read. You would not want have a heated argument in front of your customers in public, and make no mistake, an online post war is public indeed.

This is an excellent addition to what I have written in the past about online reputation defense and management:

Some things to consider when you’re cleaning negative returns on Google and the other search engines: cleaning is easier after the body has been removed. If you are in the middle of a maelstrom of bad press and online vitriolic hatred, then you probably need to weather the storm for a while before the counter messaging and the defensive SEO strategy starts working.

That said, messaging, controlling your brand, your reputation, and your results on Google — promotional SEO — should be started well before you ever get smeared online. Getting your message, your intent, your true self, your words, you interests, your true bio, your positive images, your press packets, and everything you have ever published online well before sladerous things happen is essential.

Otherwise, you will be too vulnerable. The best defense is a fantastic offense, to be sure.

One thing that one really needs to consider before entering into a reputation war is whether or not to engage at all.  One thing that I learned during my short stay at Edelman was that the very best PR consultants know when not to engage.  That’s the magic.

Also, if you have a choice, to not engage the attack unless it is in your own terms. If you enter into an engagement in the other party’s terms, you are doomed to failure. Most often, no matter how tempting it may be, do not try to do crisis management in a blogger’s comments unless you have an attitude of mea maxima culpa and a strong solution — a solution that will seriously win hearts and minds — and that does not include being defensive or fighting back.

What I recommend in cases like this is counter-messaging, using either a platform you control or a neutral platform, such as YouTube, Twitter, Digg or whatnot.  In this way, you will be able to convey your truths and the truths of your company and brand without getting to wrapped up in the tarbaby of the commenters and supporters who will, undoubtedly, flock around you like Piranha.

Otherwise, as I said before, no time like the present to start working up your online brand reputation with some of your own energy, positivity, passion, case studies, bios, experience, sharing, teaching, participating, engaging, and learning well before anything happens in your space, online or otherwise.

When it comes down to it, it all comes down to whether you’re known or unknown. If you are attempting to defend your reputation as an Internet unknown against an Internet Celeb, you’re toast and you probably need to quickly contact me and my firm right away — things are going to get ugly fast.  Even if you’re known but not necessarily adored, you will still be part of the accountability loop. People tend not to attack someone they know. If you can make sure your “captors” know your face and know who you are, you’re more likely to survive any sort of slander and online attack much more than a nameless, faceless, and detached corporate globalist.

I don’t know if you’ve been online much, but the worst thing ever to be online is a detached corporate globalist. Even if you and your brand has a history of tending towards detached corporate globalism, you can at least become an engaged corporate localist with the name Jack or Phil or Mike or Sheila, and that’s better that just being a Trademark, a Copyright, and a pack of hungry lawyers!