Note: This is Part V in an seven-part series I’m writing about Press Releases. Press releases are possibly an overlooked item in the enterprise social media toolbox, so I’m going to cover a few points and talk about how I’ve used them successfully for client campaigns.
I’m on the 1st Page of Google but I wish I wasn’t. Reputation Management. It’s not fun to have to “manage” your reputation, but it happens. Sometimes it’s because of unethical practices by the competition. Sometimes it’s an internal slip-up. Or maybe the media made a meal out of some aspect of your industry, and suddenly your product doesn’t look as healthy or pleasant as it did yesterday. And now your effective marketing plan is in shreds at your feet.
In these instances, a well-written press release by a trained Public Relations person (who also knows how to optimize for search) can save you months of work in damage control. Generally there are two ways to go: 1) Get press releases written and issued in advance of a potential hiccup, and 2) Wait until something BAD happens, and act fast to get the real story out.
Obviously, no one can predict EVERYTHING. But you don’t have to! When something good happens in your industry or especially your company, consider featuring it in a press release! For example, when it comes to dealing with money, senior citizens have been scammed often. Now there are special measures in place to protect seniors. How hard would it be for someone to get an insurance business in trouble on some kind of senior citizen issue?
A press release on how an insurance company holds the best record for dealing with seniors, as recognized by some external authority, could counter any bad publicity on that subject. If the press release was issued before your firm took a kick it looks better than issuing it after the fact.
A quarterly issued press release as part of a corporate social media campaign can contribute a “bullet proof vest” to your image in case the worst happens. Of course, all statements in press releases should be accurate and truthful. Lies are the worst kind of backfire any campaign can suffer.
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