The internet and the rapid growth of social media and UGC mean that rumour, opinion and bad news can spread fast. Negative comments and media coverage affects our perceptions of brands and businesses, can damage Advertising, Affiliate, Search Engine Marketing and Optimisation campaigns, sales and share prices.
This workshop explores tools and techniques available to monitor brand, corporate and personal reputations online. It provides advice on fostering positive online brand reputation and how to plan for and deal with online brand attack and negative comments using case studies.
WHAT WILL I LEARN?
• How to audit, monitor and measure in the online environment - what is being said about your brand/organisation/industry/you and who are the influencers and their networks
• The importance of planning - develop a rapid response reputation team – roles and responsibilities – messaging and mediums
• Legal guidelines and when it is appropriate to seek legal advice
WHO IS THE WORKSHOP LEADER?
Michelle specialises in Online Public Relations. Formerly the Digital Director at Lexis Public Relations (), she has over 10 years' online PR consultancy and implementation experience working on award winning campaigns and crisis and issues management projects with many blue-chip organisations including Norwich Union, Coca Cola, Domino's, eBay, Camelot and Diageo.
Michelle understands how evolving web technologies are affecting traditional PR models. She has helped PR and marketing professionals embrace the medium by advocating a simple and pragmatic approach and likes to laugh at the lingo ('poke', 'widgets' and 'blogrolls'… you've got to admit that they sound a bit ridiculous).
When she is not glued to a computer, Michelle likes to spend time with her husband and two young children, drink red wine and cook.
