Now the pool of tools within the framework of Internet marketing for any company or Internet agency is quite wide, from standard and already established ones, such as SEO, to relatively new ones, such as SMM and ORM. If about the first two, almost everything has already been studied and new chips rarely appear, then with ORM everything is a little different. Most don't even know what this acronym means. ORM, or reputation management, is a relatively new way of promoting, at least in the form it is now.
In this blog, I would like to disassemble the basic (and not quite) phenomena in the framework of online reputation management and the topic for my first article here will be custom black PR.
What will it be about?
Reputation management is most often understood as fixing the bad information field of your company. However, in business it often happens that in addition to improving the performance of their company, they want to annoy competitors. At such a moment, as a rule, they decide on a customized black PR. It is worth clarifying that we are not talking about black PR, in which there is a kind of war in the media, large-scale video exposures on the Internet, where the goal is to undermine the general image of the company or completely turn away investors and the professional community from it, but that kind of semi-partisan black PR, where you need to "screw up" a competitor and ruin the reputation of the client.
It is very clear to everyone that this is not a completely honest way of waging a struggle with their competitors, but there are many who want to win their place under the sun in this way. How does it happen and what methods are most often used within black PR? Let's figure it out.
A little about work experience
Before presenting my thoughts on the topic, I would like to emphasize that personally I found myself only on the other side of the barricades when I had to excuse a person or company from "reputation dirt", so to speak. The purpose of the article is to tell you about the action and reaction within the ORM, how to act in a given situation against a custom black PR. It is clear that there are many more such methods and new ones pop up all the time, but we will analyze the basic things.
Where does the launch of black PR start?
— , — . , , , , . , « » - . , ? , . , — , — . , - , , .
, , - — . , , , , , . : , . , -, , , , . , , - , , - , , , , . — . - , - .
— , . : change.org, , — , , , .
, 5 10 , «», .
, , , , , - , , . — , . , , .
, ?
, , - , , , - . , ( ) , , , , , . , , . ?
, — . , — , — , - , .
, 5% — , , , « ». , . : - , , , , ? , — -, , . , Google, — .
— , - , - , .
, , . , , , - . , , , , . , , . , «» , , , . , , , , , . , , , , 8, , .
Output
This article can be summed up with one very simple piece of advice: "Keep your reputation while it still exists" (Maybe one of the greats said something like this, but I'm not scampering about it). It sounds so easy and logical that everyone understands this even without this article, but very few people and companies follow this "truth" and seek help when the situation is already very difficult, if not impossible, to fix the situation.
Ivan Kleimenov, Puppet Agency