Protect and Manage Clients’ Online Reputation with Curated Search Results A preemptive PR strategy is essential in helping clients build their reputations and to protect, defend, and preserve reputation during crisis events. Since Google is now the go-to source for information, PR professionals need to know how to manage search results and direct information seekers to the right links. In this presentation attendees will discover an effective, easy-to-administer solution that allows them to proactively manage search results by pre-selecting the links they want displayed and use personal Google AdWords campaigns to direct users to the right information about their clients. It enables PR professionals to curate and share online client identities, personalize search results and direct contacts to professional profiles and other important information. By using techniques to optimize the ranking of hand-picked search engine results, PR professionals can more effectively help clients manage their online reputations and control emerging stories. These strategies are also the foundation for preemptive, constructive crisis management communications initiatives that can sustain, protect, and even enhance reputations.

1. Managing Online Reputations
During a Crisis
Protect and Manage Clients’ Online Reputation
with Curated Search Results
The Lukaszewski Group 1
A Division of Risdall Public Relations

2. Introductions
Jim Lukaszewski
James E. Lukaszewski (loo ka SHEV skee) is an expert
in preventing, managing, and reducing crisis and
contention. He counsels company leaders facing serious
internal and external problems. His broad-based
experience ranges from media-initiated investigations to
product recalls and plant closings, from criminal litigation
to takeovers. He guides management through the
resolution of corporate problems and bad news.
James Alexander
James Alexander is a guy with two first names. He
founded Vizibility in 2009 when he discovered Google
thought he didn’t exist. Today Vizibility helps tens of
thousands of people package and share their online
identities. In 1995 he co-founded eWatch, the first social
media monitoring service which was later acquired by PR
Newswire. James holds an MBA from Oxford and has
been awarded 11 patents, several for search
technologies he developed while at Adobe and Vizibility.
The Lukaszewski Group 2
A Division of Risdall Public Relations

3. Agenda
• Five Reasons to Care
• Examples of Recent Online Crises & Mistakes
• Do People Really Care? Some Trends
• Preemptive Crisis Management - Three Best Practices
• Online Reputation Management – Three Techniques
• Leveraging Search to Your Advantage
• Leveraging Google Adwords for Page 1 Placement
• Q&A
The Lukaszewski Group 3
A Division of Risdall Public Relations

4. Five Reasons to Care
1. There are more than 1 billion people on Facebook
and other social networks capable of instantly
discussing your client’s company, products, and
competitors.
2. Everyone is his or her own publisher. Rumors and
unattributed information are being spread easily
and without recourse.
3. There are no editors in Cyberspace.
4. Worldwide audiences can be reached instantly,
directly, and unfiltered.
5. Most journalists now live on-line every day; many
search for scoops.
The Lukaszewski Group 4
A Division of Risdall Public Relations

5. What’s the Impact?
• Creates doubt about company in minds of consumers
and vendors
• Damaged reputation
• Decrease / Increase market cap
• Lawsuits
• Lower sales
• Lowers morale
• Makes recruitment difficult
• People with no credentials get power
The Lukaszewski Group 5
A Division of Risdall Public Relations

6. So What?
1. Attack strategies can build huge, diverse
audiences quickly.
2. Sites remain long after problems are
resolved.
3. Attacks raise questions among key base
audiences that must be answered, in any
event.
4. Failing to respond can be toxic to your
reputation.
6
The Lukaszewski Group 6
A Division of Risdall Public Relations

7. Examples of Recent Attacks/Mistakes
http://www.aquasana.com/i
mages/bottlecounter.jpg
http://earthfirst.com/wp- Seal Hunt
content/uploads/2009/04/nestle-boycott.jpg
The Lukaszewski Group 7
A Division of Risdall Public Relations

8. Do People Really Care? Some Trends…
82% Consumers who say purchase decisions
impacted by user reviews
55% Consumers who say they are more
influenced by user ratings more than
online advertising
9% Online contributors which produce 80%
of user generated content
•
19% The increase a restaurant will see with
positive ratings on Yelp
http://are.berkeley.edu/~jmagruder/Anderson%20and%20Magruder.pdf
• http://www.abc15.com/dpp/news/national/study-positive-ratings-on-yelp-can-increase-a-restaurants-business-by-19-percent
• http://www.searchinfluence.com/2012/02/online-reviews-advertising-influence/
• http://www.positivearticles.com/Article/Online-Reviews-Influence-Purchasing-Behavior/48881
The Lukaszewski Group 8
A Division of Risdall Public Relations

9. Preemptive Crisis Management – 3 Best Practices
1. Monitor • Subscribe to a service
• Do it internally
2. Neutralizing Internet • The boss’ son (or a
Crises relative
• Not worth the effort
3. Prepare Your
Organization Sentiment Distribution
Filtering
Relevant Discussion Emotionally Charged Discussion
The Lukaszewski Group 9
A Division of Risdall Public Relations

10. Preemptive Crisis Management – 3 Best Practices
1. Monitor • Remain calm (manage
your assumptions)
2. Neutralizing Internet • Assess Your
Crises Situation/Threat Reality
Check
3. Prepare Your → Diagnose
→ID problem
Organization →Assess threats
→Inform key publics
→ Investigate
→ Examine Options
→ Respond
The Lukaszewski Group 10
A Division of Risdall Public Relations

11. Preemptive Crisis Management – 3 Best Practices
1. Monitor • Establish a Social Media Action
Response Team (SMART) to
deal with issues that arise
2. Neutralizing Internet • Protect your brands by
registering them across key
Crises sites
• Develop in-house social media
expertise
• Always follow rules of conduct
3. Prepare Your for each social media site
Organization • Train executives and staff on
social media engagement
policies
• Leverage social media in
context of broader strategy
• Have curated Google searches
ready to deploy with top hot
button issues.
The Lukaszewski Group 11
A Division of Risdall Public Relations

12. Being Prepared– Three Techniques for ORM
1. Suppression
→ A technique by which search engine results are manipulated
by creating and publishing new content that is (hopefully)
deemed more relevant for select search terms. If successful,
this new content ‘suppresses’ the undesirable search results
to later pages.
2. Elimination
→ A technique by which website operators, hosting companies,
etc. are asked to remove undesirable content.
3. Curation and Promotion
→ A technique by which search queries are pre-built and
distributed online via buttons, links, QR codes, Adwords, etc.
In some instances, specific search results can be selected,
ranked and shown first.
The Lukaszewski Group 12
A Division of Risdall Public Relations

13. Leveraging Search to Your Advantage
The Lukaszewski Group 13
A Division of Risdall Public Relations

14. Leveraging Search to Your Advantage
The Lukaszewski Group 14
A Division of Risdall Public Relations

15. The Lukaszewski Group 15
A Division of Risdall Public Relations

16. Leveraging Search to Your Advantage
Verified search
results enable you
pick and rank up to
five results you want
to show first.
The Lukaszewski Group 16
A Division of Risdall Public Relations

17. Leveraging Search to Your Advantage
Steer Results with a re-built Google Searches for:
→ People
→ Subjects
→ Companies
→ Brands
Two Ways to Do It
→ DIY: Develop the desired search string in combination with a URL
shortener like Bit.ly or Goog.
→ Outsource: 3rd parties like Vizibility have tools manage, track and change
curated searches without having to change the short URL
Case Study
An attorney who was disbarred 20
years ago gets reinstated. The
disbarment notice still ranks high when
Googling him. Building a curated search
excluding his middle initial removes the
disbarment notice from his results.
The Lukaszewski Group 17
A Division of Risdall Public Relations

18. Curate and Verify Your Google Results - Vizibility
The Lukaszewski Group 18
A Division of Risdall Public Relations

19. Leveraging Google Adwords for Page 1 Placement
When it’s
critical to get
page one
placement, a
Google ad
can deliver
impressions
and clicks.
The Lukaszewski Group 19
A Division of Risdall Public Relations

20. Q&A
The Lukaszewski Group 20
A Division of Risdall Public Relations

21. Managing Online Reputations
During a Crisis
Protect and Manage Clients’ Online Reputation
with Curated Search Results
The Lukaszewski Group 21
A Division of Risdall Public Relations