Reputatie online – creare, intretinere si aparare
Mediul online ofera posibilitatea oricui sa isi exprime parerile (cu cateva exceptii in anumite culturi si tari). Sa vorbim insa despre majoritate. Ne putem exprima idei, pareri, putem lauda, putem critica obiectiv sau subiectiv. Oricine vrea poate insa arunca cu noroi – cu sau fara baza reala.
Se ajunge astfel in situatia de a cauta permanent noile lucruri aparute online despre o anumita persoana, directorii companiei, organizatie in sine astfel incat sa existe o viziune de ansamblu asupra celor spuse.
Creare reputatie – evident ca orice are legatura cu a crea implica efort, creativitate. Se poate colabora cu unele agentii specializate pe comunicare online – care sa identifice toate elementele utile intr-o anumita situatie si sa propuna strategii viabile pe care sa le si implementeze. Pot exista si persoane in cadrul companiei care sa se ocupe de reputatia companiei sau a unor membri ai sai in zona online. Desigur ca orice se creeaza trebuie intretinut cu grija si atentie, ca orice imagine online trebuie gestionata in timp si ca lucrurile comunicate online trebuie sa fie in deplina concordanta cu realitatea si cu reputatia construita prin “mijloace traditionale”.
“Cele bune sa se adune, cele rele sa se spele” se spune, insa online cine “curata” reputatia atunci cand apar informatii negative online?
Evident au aparut companii care se ocupa de acest lucru. Puteti citi un articol interesant pe tema chiar in editia de astazi a ziarului Cotidianul, in articolul Spalatorii reputatiilor pierdute pe net. Dupa cum usor se remarca strategiile de aparare a imaginii sunt diverse: unii ii contacteaza pe cei ce au scris “de rau” si ii roaga sa inlature acele insemnari (daca sunt bloggeri); altii creeaza o adevarata panza intre linkuri cu elemente si informatii, comentarii pozitive – pentru ca informatia negativa sa fie impinsa in paginile urmatoare atunci cand se cauta ceva pe Google.
Este important fireste ca inainte de a accepta un caz sa se verifice daca nu cumva acele lucruri mai putin pozitive sunt reale – situatie in care nu ar fi etica preluarea cazului – asa cum mentiona chiar un reprezentant al unei companii (care spunea ca au mai multe cazuri pe care le refuza in comparatie cu cele pe care le accepta).
Costurile apararii reputatiei online sunt destul de ridicate – si implica unele campanii pe mai multe luni. Sistemul de tarifare difera de la o companie la alta in functie de modalitatea de aparare stabilita ca procedura interna (fiecare cu plusuri si minusuri).
Cei de la astfel de companii se numesc noii PR-isti – tinand cont probabil de impactul pe care il are o informatie mai putin buna aparuta online. Desigur ca rolul lor este important – insa de asemenea sigur ca “PR-istii traditionali” nu vor disparea. Evident de asemenea este faptul ca exista riscul ca unele companii sa nu fie atat de etice si sa accepte si cazuri cu informatii negative insa adevarate.
Ce parere aveti despre acest tip de firma, comunicare, PR?
Insemnari similare
Hmm…
Dupa parerea mea acest tip de Relatii Publice nu va rezista pentru mult timp. Poate ca acum pare o metoda eficienta de a contracara atacurile, mai mult sau mai putin murdare, ale unora dar prea aduce a “masluire” pentru a putea fi considerata o solutie pe termen lung.
Eu una as recomanda celor care au devenit brusc persoane de interes public sa isi creeze bloguri si sa angajeze PR-isti care sa se ocupe de managerierea conflictelor lor, virtuale sau reale. Acestia ar putea strange mesajele aparute in toate mediile de comunicare, identifica problemele existente si punctele cu potential de conflict si ar putea oferi o replica corecta si in timp util pe blog, care uneori poate chiar preveni conflictele. Cel in cauza s-ar putea chiar lansa in dialoguri cu cei interesati, pe diferite probleme, dupa o consultare cu specilaistul in Relatii Publice, desigur.
O abordare de genul asta au avut cei de la Gabriel Resources, care, pentru proiectul “Rosia Montana” au construit o pagina web unde au publicat toate materialele din presa scrisa, audiovizuala, on line, si au oferit replici si drepturi la replici. Au postat chiar declaratii ale localnicilor(clar, parte a strategiei de marketing) si au promovat campania lor punand accentul pe beneficiile sociale si economice ale proiectului.
Tot la bloguri apeleaza si politicienii si sportivii/cluburile sportive, doua categorii de persoane publice foarte vizibile si nascatoare de controverse.
Oricum, eu cred ca “nu iese fum fara foc”. Deci cei care se simt sau chiar sunt atrasi in conflicte, ar trebui inainte de toate sa se uite inapoi sa vada daca si unde au gresit sau ce anume din ce au facut/spus ei, a fost “strident”. Si apoi sa gaseasca calea cea mai simpla si mai transparenta de rezolvare a problemelor…pentru a evita “efectele adverse”.
Buna Loredana!
Din experienta personala pot spune ca la un moment dat a trebuit sa ‘fac uitat’ un comunicat al unui coleg din bransa postat pe un cunoscut site de comunicate national si a trebuit sa generez in foarte scurt timp foarte multe stiri si ‘noutati’ pentru ca acel comunicat sa dispara de pe prima pagina. Colegul in speta era nou in domeniu, facea parte din echipa mea, si a postat un comunicat care nu avea sursa sigura, nu era verificat si continea foarte multe inadvertente… De fapt, acea stire chiar ne facea rau imaginii noastre…
Totul a ‘trecut’ insa repede, fara urmari vizibile, doar noi am stat cu sufletul la gura vreo 2 zile…
Banuiesc ca este totusi o paradigma si cred ca toti oamenii de PR trec la un moment dat al dezvoltarii personale si profesionale prin situatii mai mult sau mai putin similare.
:o)
8 % returning Eco-friendly Occasion candidate LeAlan Smith, whilst one other 4 % remain undecided.
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