In speaking with several dozen clients and potential clients over the past few years, I see a definite common thread that runs through too many business plans: If I don’t see a fire, I can’t afford to get the tools to put one out.
Let’s be totally honest. This is like health insurance, life insurance, safeguarding your pool or railing near walkways, etc. There are certain things you should prepare for, and some that might be worth the gamble. We pick and choose our insurance policies and expenses based on personal priorities and the scope of foresight.
If a fast food restaurant doesn’t think ahead and allows unsafe equipment near the customer, expect an accident and a lawsuit. And expect to have to rectify the situation like you could have done in the first place. A little foresight in this situation would have yielded the same safety precautions without the PR crisis or legal expenses.
I read a post on The PR Lawyer earlier this morning that concluded with this statement: “In my opinion, engage a good law firm and plan for the crisis…Then hope it never happens.”
Hundreds, if not thousands, of corporations keep a good PR law firm on retainer “in case” something should ever happen. This preparation safeguards a business from having to scramble after the fact and risk losing valuable time while their good name is under attack.
Having a lawyer on retainer is just good business sense. It is a wise expense.
In exactly the same way, keeping a reputation manager on retainer is a smart move. Unlike the lawyer, whose primary contribution may come after the fact (except in the case of providing excellent legal counsel prior to company policy changes or public statements), a reputation manager can proactively support the company online. By building page after page of positive, authoritative content, your reputation manager helps you fight back against libellous comments before they are made.
The way libel and complaints have the most effect is through search engine results. If I come across negative statements or warnings about a company within the first page or two of my search, I am more likely to avoid the business in question. True, people will come in contact with negative press everywhere they go on the Web, and this can be combatted as well.
Keep in mind rule #2 of reputation management: The best defense is a good offense. A qualified reputation manager will use social media, SEO, copywriting, and PR skills to promote your company on dozens of stages across the Web. Build authority and trust early on, and you’ll find accusations and complaints much more difficult to stick.
And for those of you wonder what rule #1 was, it’s this: Avoid bad press by conducting your business in the most ethical manner possible. It’s not a glamorous rule. It’s just sound business advice.
