Protect Your Business From Negative Publicity

My Greek grandmother used to say “protect your name like the pupils of your eyes”. Our personal and professional reputation has never been more vulnerable than today. The use of the internet, as source of information, and the speed at which news travel are creating new opportunities and challenges for individuals and businesses. Internet forums like Google and Yahoo allow anyone to hide behind “freedom of expression” and potentially spread malicious comments with impunity. In this environment, it is imperative that individuals and businesses remain vigilant in protecting and advancing their reputation.

Clients frequently ask me to address the problem of false statements posted on web forums or on blogs. This needs to be confronted comprehensively, proactively and with a long-term plan. While many posts and on-line reviews, rating products and services, are legitimate and helpful, some abuse the process by choosing to “settle scores” anonymously. Without much oversight the system is rife with abuse and the options to address it are limited. This is particularly challenging for small businesses, which usually have just a few “on-line reviews”. One bad review out of one posted results in 100% negative rating for your business and it will be read by potential customers searching on Google.

The following are some of the things you should consider:

1. Your Name is your brand. Invest aggressively and proactively to strengthen it.
   
2. Monitor what it is being said about you and your business, as you do with your credit ratings. Remember, your reputation can affect your credit.
   
3. Document significant negative experiences with customers, vendors, employees.
   
4. Create positive “buzz” on the web, encouraging customers and suppliers to post quality and useful information about you and your business.
   
5. Promote any positive news about your business and yourself.
   
6. Implement a plan to continuously enhance your “brand” on the internet.
   
7. Avoid linking your family name to your company’s name.
   
8. Work with a marketing firm to monitor and respond to “on-line” activity that compromises your reputation and name.

Today, the potential exists that businesses and lives can be destroyed by the “click of a mouse”. Make sure it does not happen to you or to your business by proactively addressing this new challenge.