Image Management in PR

Despite its current popularity, media and image management is not a new concept. Most credible organizations have always taken their reputation seriously, be it brand management or image management, on various platforms of media.

However, the arena has changed fundamentally since media has evolved over time. It has traveled from print to now online. User-generated feedback via social sites and review networks is now common place, and such instant feedback means new challenges and opportunities for every business. 

PR Professionals helps to actively manage the references, conversations, and feedback on the business. Everything which happens online as well as in the offline environment is equally important.

So, what course of action should one take? Basically, having a good defense as well as attack strategy is required. Here are seven key areas one should consider:

• Brand Monitoring: Depending on the size of your business, lot of people may be talking about your brand online or offline. Irrespective of numbers, it is important that you understand what is being said in the media. For image management in media, it is very important to monitor the media and your brand.

• Social Media: An important part of image management in media is to project a positive business image. Social media provides an excellent platform for doing so, allowing you to cultivate your desired public personality.

• Reviews and Recommendations: Every business or brand is open to criticism, and the digital as well as the non digital arena provides the perfect soapbox to air such views. For most companies, this can be a positive thing—an opportunity to showcase glowing endorsements. So, in media reviews and recommendations plays a very important role in image building and managing.

• Search Engine Dominance: To exude authority, one should aim to appear prominently in search results for key search terms within the industry. The more a customer sees the brand positively in search results, the more they will regard the brand as an important player.

• Customer Service and Culture: Every interaction with a customer or supplier is potentially being evaluated, so this needs to be communicated internally and image can be taken care of.

• Brand Advocacy: Who is better to endorse your brand than your best customers? Send your most valued customers free items, invite them to a VIP event, or ask them to take part in company feedback. The likelihood is that they will quite happily talk about their experiences online, projecting a very favorable viewpoint of your brand, resulting in a positive image building in media.

                         The author of this opinion article is Ms. Neeti Jha at PR Professionals