Class Exercise

Reputation Management: Session 1

1. Define Reputation Management

Reputation management is the practice of

understanding or influencing an individual's or

business's reputation.

In computing, the internet and social

media made it primarily an issue of search results.

2. Are Review Sites the only source of reputation 'publicity'? Make a list of other sources.

Source of information Proportion

Personal experience 64%

Major business magazines 37%

Articles in national newspapers

35%

Word of mouth 31%

Articles in trade journals 30%

Television news 14%

Articles in local newspapers 24%

Television current affairs programs

13%

http://www.cuttingedgepr.com/

US research found that the sources of information about the organisation that enabled business ‘influentials’ to form a view on an organisation’s reputation were:

3. How can a hotel (or any company) be progressive with a good reputation online? List recommended steps.

Reputation Management has become a key strategy for

companies and their leaders.

In fact, a bad reputation can cost companies millions of

euros annually in prospects/opportunities/lost

sales.

Proactive participation is the key for success in

maintaining and enhancing communication.

4. Who is responsible for Reputation Management?

For most companies, the best approach is to

involve multiple functions in reputation management, creating

a clear sense of shared responsibility

for the initiative.

4. Who is responsible for Reputation Management?

For most companies, the best approach is to

involve multiple functions in reputation management, creating

a clear sense of shared responsibility

for the initiative.