” Dialogue and dominance” is a striking shorthand, behind which lie the target coordinates of modern reputation management. “Dialogue” describes the communication of the company on the content level and includes all communicable sense units. “Dominance” means that, with all the desired diversity of opinion, those opinions that are closest to the corporate communications goal will have greater visibility. It’s all about this.
Reputation management is purposeful influencing of opinion
The reputation of a company is the totality of people’s opinions about this company. Anyone who wants to manage the reputation so enters the opinion market. Reputation management is purposeful influencing of opinion. The means of influencing this is communication. This consists of form and content. The form includes the channels and formats, content is what the addressee decrypts – the meaning. For a meaningful reputation management, we recommend a clear strategy and a systematic implementation. Social media management or press work are necessary but not sufficient conditions.
In order to influence opinion specifically about communication, you first need a goal. Reputational management starts with the objective, which is not surprising. Nevertheless, missing goals are not uncommon. In the goal hierarchy of a company, communication goals are among the instrumental goals. As such, they are derived from the marketing goals, even if sometimes you do not like to hear that in the press office. The common target of Marketing and Press Office is the first step towards integrated communication.
Story first. Also in reputation management.
Once the goals have been fixed, the target groups have their turn. For reputation management, these are typically journalists, future and current employees as well as future and current customers of the company. From these groups, the personas to be focused on with communication should be formed. On the one hand, there will probably be noticeable differences in the psychographic analysis. On the other hand, it is recommended to assign each persona their corresponding goals. Who do I want to move on? This has consequences for the subsequent modulation of the topics. (How do journalists rate and use social media in their work??)
Stand goals and personas, it is about to fix the core story. What is the big story of the company I want to tell? Which story should be put together in the minds of the users in the end? Tools to get to the bottom of this story are the brand values, mission/vision of the company, mission statement, and positioning. I hope that everything is there? Well. I recommend thinking at this point about key concepts that should play a role in later communication.
The editorial session aligns the goals of the company with the wishes of the readers
From the core story, the topics to be edited are derived. You can imagine that, like the rubrics of a magazine. If the Core Story (shortened) means “love of the mountain bike”, then the topics can be sport, nature, technology. These and no other topics should be recorded in the future. They form the grid of operative topic planning. From them, the future individual topics are derived. This is how it works: The theme plan consists of a two-dimensional matrix. On the X-axis the subject fields are removed, on the Y-axis the Personae. In the editorial meeting, this theme plan will be filled. You can also plan which keywords should be in the foreground.
When the topics are up, the format is defined (report, report, picture, press release, etc.). If the format is correct, the channel is defined (customer/employee magazine, blog, website, press mailing list, Youtube). The first step is to make the basic selection of the recorded channels. Operational is then selected only from this preselection. If the channel is standing, the definition of the seed follows. Seeding is the promotion of the content. This is a very crucial factor to be found in the network. Because this effect only unfolds its effect if you strategically market your strategically generated content. Ideally, this seed then falls on a well-ordered field. A well-run community cannot hurt in these cases. Continuous interaction on the appropriate channels is, therefore, an ongoing task of social media management in this context.
No room for announcements: Reputation management with SEO and Analytics
It makes sense to make operational decisions about content marketing based on analysis data. Which Persona is where and how long? What topics interest you and how must these themes be tempted to be perceived? The data of the analysis does not only play a role for the distribution of the content, but also for the topic planning. The result is a control loop – an ongoing performance management for communication. The content must appeal to the target audience, otherwise, the effort is pointless.
Dialogue and dominance. These are the target coordinates of reputation management. It is also the paradigmatic basis of content marketing – just as the process outlined above is a content marketing process – content marketing for corporate communications.