The term 'reputation' refers to the process of determining one's worth. It is the group of people's beliefs about your company, and it is important because it shapes your company's identity. Customers, employees, and the market utilise your reputation to assess tangible and intangible attributes like value and trustworthiness. The better your organisation controls perception through reputation management, the lower your organisation's 'stumble rate'.

What is reputation management?

The goal of reputation management is to influence, nurture, and shape the public's impression of your company. It gets tackled at artificial intelligence, industry, group, person, and other such levels as a discipline. Here is where reputation management strategy comes into the picture as well.

Everything your company does gets filtered through the lens of perception via reputation management. When you look at this term, it is easy to believe that you can exert complete control over your reputation. Examine all the possible online locations for your brand:

• Search engine results pages
• Review sites
• Social media
• Media mentions on well-known publications
• Forums
• News publications
• Online citations

Each of these factors affects your company's online reputation and need continual care. There are other reasons why reputation management entails more than merely eliminating negative feedback. The current reputation management strategy includes:

• Takedown notifications issued by the courts
• Improving the quality of the content that appears in target search results
• Acquiring media mentions and influencer reviews via creating original content/launching new sites to compete with/bury unfavourable content
• Publication of press releases
• contacting editors and publishers to request the removal of content that is misleading, erroneous, or unpleasant

How has reputation management evolved?

Because of the rapid rise of the internet, reputation management has evolved nowadays. Brands now have more control over their online image, thanks to the reputation management strategy that includes review management.

Initially, the word reputation management mainly was used to describe a company's response to unfavourable consumer feedback. Today, the phrase refers to reputation management to review management to crisis management, to public relations. It is what exactly reputation management companies help the brands to achieve.

Brands do not have complete control over their image. The roles have altered considerably in recent years, with customers, authors, and communities wielding far more power over a brand's image than they did previously. Brands are welcome to participate in the discourse, but they must align with their target audience, the prevailing culture, and the values they embrace.

It is a significant step in the right direction. Previously, the only alternatives for reputation management were to control, edit, or delete unfavourable or unpleasant remarks. Companies can now proactively build their online story by reaching out to customers directly, thanks to the rise of online review management.