Readers of my blog will know on Tuesday 5th February I spoke at The Retail Business Show regarding Protecting and managing online reputation.
Well below is the presentation that Katy Howell from Immediate Future and myself discussed. Katy discussed the background of Online PR, its background the current online media landscape and introduced the importance of focus on managing your brand regardless of whether you are a high-street retailer or pure play online dot com (if you have a brand you will be spoken about online - is it good or bad)
As part of reputation management Katy introduced the reactive issue of how to address if something has gone wrong, and drawing the battle lines... in order to defend the brand...
I then introduced the work which Immediate Future and Hotel Chocolat undertook last Easter, our Easter Egg Hunt. In laymens and even more football terms, the best form of defence is to attack and this was the strategy which Hotel Chocolat undertook with regards online PR. Working tacticall with Immediate Future we ensured that the online blogosphere was full of positive coverage which was undertaken from our chocolate easter samples, introducing the history of easter, and our unique approach to thick easter eggs and building relationships with the online influences.
Below is the presentation, if you have any questions or comments please ask.