WHAT THEY’RE SAYING (1) “Essential reading not only for those involved in corporate PR, but for any manager or director who cares about their organisation.” Michael Woodford MBE, Former CEO, Olympus Corporation, and Whistleblower “Readable and wise Managing Online Reputation is the Art of Reputation for the digital age.” Keith Schilling, Chairman, Schillings “A ‘must-read’ for any business leader concerned with the critical issue of corporate reputation.” Stephen Thomas, Group Head of Corporate Communications, AIA Group charliepownall.com WHAT THEY’RE SAYING (2) “Cuts through the digital and social hype to provide compelling and incisive insights into the risks of the social web Sets out a no-nonsense, jargon free and practical playbook for dealing with online attacks.” Matthew Stafford, Cabinet Secretary, Government of Australia “A survival guide for communications and PR practitioners navigating their way through today’s tumultuous landscape ” May Wong, General Manager, Corporate Relations, MTR Corporation “Provides provocative and practical strategies to mitigate online reputational risks Does more than any other book on the market to clarify the issues and shine a light on the ways forward.” Leesa Soloudre, Managing Partner, RL Expert Group and Research Fellow, TIAS School for Business and Society charliepownall.com WHAT PROMPTED MOR • A multitude of embarrassing and damaging episodes caused by peeved customers, aggrieved employees, malicious competitors, frustrated activist groups, disenfranchised local communities, devious hackers, bored trolls and recalcitrant algorithms on companies, institutions and individuals • Organisations with inadequate defences burying their heads or mismanaging their responses when the heat is on • Plenty of anxious clients and prospects unsure how best to protect and defend themselves online charliepownall.com WHAT MOR SETS OUT TO ANSWER • How and why corporate reputations come unstuck in social media • The most effective ways of minimising the risks of social media • How to respond effectively to known issues, sudden negative incidents and full-scale crises using the social web charliepownall.com WHAT MOR DRAWS ON • In-depth interviews with experts in media and IP law, digital forensics, IT security, disaster emergency response, crisis management, NGO activism, search engine marketing, Wikipedia and other areas • Proprietary analysis of online reputation threats and incidents • Extensive desktop research • Over twenty year’s experience advising companies, governments and individuals on their communications and reputation, including a decade focused on social media charliepownall.com WHAT MOR DELIVERS • Analysis of common risks in social media, a framework for categorisation, and guidance on how to identify and assess risks • Practical advice on how to minimise social media threats, including a step-bystep guide to developing a Social Media Crisis Plan • Tried and tested criteria and considerations for formulating responses to different types of online threats • Case studies detailing how Applebee’s, FedEx, Goldman Sachs, ING Bank, Tesla and other companies responded to common serious negative incidents using social media • Analysis of how BP, Buffer, Dell, Malaysia Airlines, Shell, and the US Nuclear Energy Institute used social media to respond to and recover from major crises • Guidance on how to use crowdsourcing and search engines to repair online reputation charliepownall.com SEVEN LEARNINGS Everything is now reputational Most online threats are knowable and manageable Despite technology and data, online reputation defence is more art than science Many classic PR, legal and IT defences are ineffective or inappropriate online A must-have for incident and crisis response, social media is more effective for rebuilding and recovery Transparency, authenticity and ethics are not absolutes, and depend on local context Online reputation is neither mirror of nor panacea for offline reputation charliepownall.com SEVEN PRACTICAL RECOMMENDATIONS Conduct an Online Vulnerability Audit Create/update your Crisis Plan Develop a corporate Transparency Strategy (Re)-design your Reputation Management System Get leadership involved early and updated regularly Close the gaps between Communications, Legal, Risk Management, IT and other departments Make sure your defences are relevant and fit for purpose, and train your foot soldiers rigorously charliepownall.com TYPES OF ONLINE THREATS LEGAL STRATEGIC SOCIAL OPERATIONAL BEHAVIOURAL FINANCIAL ENVIRONMENTAL TECHNOLOGICAL © CPC & Associates charliepownall.com 11 DIFFERENT TYPES OF NEGATIVE SITUATIONS CRISIS PROBLEM ISSUE - SEVERITY + INCIDENT © CPC & Associates charliepownall.com LONGEVITY + 12 FORMULATING THE RIGHT RESPONSE Each incident requires the use of two – or more – response levers, depending on the nature of the threat and its potential impact on your business and reputation BUSINESS TECHNOLOGICAL COMMS LEGAL charliepownall.com 13 ASSESSING ESCALATING ONLINE THREATS QUALITATIVE QUANTITATIVE VISIBILITY TONE MOTIVATION RELATIONSHIPS VIRALITY INFLUENCE VALIDITY CONTEXT IMPACT ON BUSINESS & REPUTATION charliepownall.com © CPC &14Associates SOME ONLINE RESPONSE OPTIONS BLOCK REMOVE MINIMISE HIDE LEAVE SHARE SUPPRESS RETRACT RECTIFY RE-FRAME LITIGATE ARBITRATE AFFIRM EXPLAIN NEGOTIATE REFRAME DEFLECT DENY © CPC & Associates charliepownall.com 15 ABOUT THE AUTHOR Charlie Pownall draws on over twenty years’ experience in public relations, government communications, political and issue advocacy, digital marketing and social media to advise companies, governments and individuals how to protect, manage and defend their reputations A regular commentator and speaker at business schools and universities, he divides his time between Hong Kong and London charliepownall.com 16 ORDER YOUR COPY Managing Online Reputation is now available online and in good bookstores across the world Discounts are available for bulk buys Further information, contact cp@charliepownall.com Publisher: Palgrave Macmillan Format: Paperback, E-book ISBN: 9781137382290 US: $24.00, UK & RoW: £14.99 charliepownall.com [...]... of the threat and its potential impact on your business and reputation BUSINESS TECHNOLOGICAL COMMS LEGAL charliepownall.com 13 ASSESSING ESCALATING ONLINE THREATS QUALITATIVE QUANTITATIVE VISIBILITY TONE MOTIVATION RELATIONSHIPS VIRALITY INFLUENCE VALIDITY CONTEXT IMPACT ON BUSINESS & REPUTATION charliepownall.com © CPC &14Associates SOME ONLINE RESPONSE OPTIONS BLOCK REMOVE MINIMISE HIDE LEAVE SHARE... draws on over twenty years’ experience in public relations, government communications, political and issue advocacy, digital marketing and social media to advise companies, governments and individuals how to protect, manage and defend their reputations A regular commentator and speaker at business schools and universities, he divides his time between Hong Kong and London charliepownall.com 16 ORDER YOUR. ..TYPES OF ONLINE THREATS LEGAL STRATEGIC SOCIAL OPERATIONAL BEHAVIOURAL FINANCIAL ENVIRONMENTAL TECHNOLOGICAL © CPC & Associates charliepownall.com 11 DIFFERENT TYPES OF NEGATIVE SITUATIONS CRISIS PROBLEM ISSUE - SEVERITY + INCIDENT © CPC & Associates charliepownall.com LONGEVITY + 12 FORMULATING THE RIGHT RESPONSE Each incident requires the use of two – or more – response levers, depending on the nature... at business schools and universities, he divides his time between Hong Kong and London charliepownall.com 16 ORDER YOUR COPY Managing Online Reputation is now available online and in good bookstores across the world Discounts are available for bulk buys Further information, contact cp@charliepownall.com Publisher: Palgrave Macmillan Format: Paperback, E-book ISBN: 9781137382290 US: $24.00, UK & RoW: ... engines to repair online reputation charliepownall.com SEVEN LEARNINGS Everything is now reputational Most online threats are knowable and manageable Despite technology and data, online reputation. .. advice on how to minimise social media threats, including a step-bystep guide to developing a Social Media Crisis Plan • Tried and tested criteria and considerations for formulating responses to. .. QUANTITATIVE VISIBILITY TONE MOTIVATION RELATIONSHIPS VIRALITY INFLUENCE VALIDITY CONTEXT IMPACT ON BUSINESS & REPUTATION charliepownall.com © CPC &14Associates SOME ONLINE RESPONSE OPTIONS BLOCK REMOVE