This Crisis Media Training workshop focuses on the need for successful interaction with the media. After completing our training, your employees will have the skills necessary to confidently and correctly manage media contacts.
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Crisis Training Courses
A Crisis can happen to any
organization, at any time. We specialize in preparing people
to manage a crisis while communicating effectively with
the media. For more information please call or email us.
Crisis Management: What
do you want people to
find on the first page
of results when they
search for your
organization's name on
Google (which has 60
percent of search
traffic) or the other
major search engines?
You would probably
prefer that they don't
find:
A) A vicious blog
started by disgruntled
former employees; or, 75
percent of the links
leading to websites or
blogs critical of your
business; or,
B) Websites and blogs
that you don't control,
with your own sites
buried on later Google
pages; or
C) Your name prominently
and negatively mentioned
on legitimate (e.g.,
Better Business Bureau)
or quasi-legitimate
(Rip-off Report)
consumer-focused
websites; or,
D) Your name connected
with an investigation by
any regulatory or
enforcement agency.
These are all crisis
communications
situations that have
been brought to
Bernstein Crisis
Management by clients in
the past couple of
years, with the crisis
facing a growing number
of organizations
"simply" being the
damage they are
incurring online. The
innocent are portrayed
as guilty. Minor
offenses are portrayed
as major offenses.
Criticism that sounds
legitimate is purely or
mostly fictional.
There are quite a few
crisis management
tactics that can
mitigate the crisis
management situations
described above.
Increasingly, one of the
most essential crisis
management tactics has
been a form of search
engine optimization (SEO)
focused specifically on
preserving and restoring
reputation, when the
crisis is already in
progress, followed by
creation of an "SEO
shield" to preserve
reputation going
forward.
Just as relatively few
public relations
practitioners have
extensive experience
with crisis management,
relatively few SEO
consultants understand
how to engage in SEO
reputation management or
crisis management. Chesa
Keane is one of them,
and I'm pleased to bring
you Chesa's...
Top 10 Tips For SEO
Reputation Management
By Chesa Keane
Focus on Google for
search results; the
other search engines
will follow suit over
time.
Review your website for
keyword placement and
density (keyword/total
word ratio); you won't
be found if the keywords
are not present in the
proper configuration
(i.e. there are
requirements for the
number of keywords used
in different parts of
the code that creates
the page).
Update your website
frequently; stale sites
drop fast and fresh
information keeps your
site sticky (viewers
stay and return).
Present clear
calls-to-action; give
your visitor a reason to
respond.
Validate your web pages
for error-free code;
Google will downgrade
poorly constructed
websites.
Content must be relevant
to both the website and
the web page.
Avoid Flash content and
frames pages; these
websites cannot be
reliably indexed.
Obtain inbound links
from relevant,
high-profile websites
with good Page Rank.
Create multiple
points-of-presence
(e.g., blogs, article
publication, activity at
forums, social media,
where you can get as
many positive messages
out as possible, pushing
the negative messages
down on a search engine
results page.
Monitor your results
constantly and adapt
quickly based on the
results.
Source:
Jonathan Bernstein
Bernstein Crisis
Management, Inc.