ReportWire

Tag: Reputation Management

  • Marqii Launches First Party Reviews

    Marqii’s First Party Reviews product allows hospitality brands to own their review collection, with branded forms that capture private guest feedback from multiple sources and centralize guest feedback analysis from all channels.


    New York, NY, November 6, 2025 (Newswire.com)
    –
    Marqii, the most complete discovery platform built specifically for hospitality businesses, today launched First Party Reviews, for hospitality businesses who want to take control of their guest feedback. With First Party Reviews, Marqii hospitality partners can proactively request feedback at every guest touchpoint – in-store, online, or via email – and get a complete picture of their review analytics across all channels.

    Marqii has the most review integrations for hospitality brands, incorporating 3rd party platforms, reservations sites, catering platforms, and listings publishers. Marketing and Customer Experience teams use Marqii First Party Reviews to create fully branded review forms that can be shared via URL link, QR code, or embedded directly into a website. Restaurants can collect authentic, private guest feedback on their terms and analyze everything alongside their public reviews in one place, using Marqii’s advanced AI review summaries, sentiment scores, and keyword analysis.

    Key Benefits:

    • Create custom review forms with branded logo, colors, and fonts

    • Includes required star rating and optional fields for detailed reviews

    • Share via URL link, downloadable QR code, or website embed code

    • Multi-location support with centralized monitoring

    • Preloaded, customizable “thank you” messages adapt automatically based on star rating

    • Analytics appear alongside public reviews in the Marqii Dashboard

    “Hospitality is always evolving, and of course that includes how our industry connects with guests, and review generation is the next focus,” said Avi Goren, Marqii Co-Founder and CEO. “First Party Reviews empowers our restaurant partners to engage with authentic reviews throughout the feedback journey. By making it effortless for guests to share their experiences, we’re helping businesses build stronger reputations and make better operational decisions based on direct guest feedback.”

    To learn more about Marqii’s suite of solutions that drive guest discovery, simplify SEO and GEO, and improve local search performance, visit marqii.com

    About Marqii

    Founded in 2017 by Avi Goren, Evan Perlmutter and Bryan Rutcofsky, Marqii is the most complete discovery platform built for hospitality businesses. With dozens of POS integrations and connections to up to 80 listings sites including Google, Yelp, Facebook, Bing, and Apple Maps, Marqii automates updates to listings, menus, and websites to help every location get discovered and chosen by more guests. Marqii Review Management gives multi-unit operators one place to track and respond to Yelp, Google, Facebook, OpenTable, GrubHub, Uber Eats, and ezCater reviews and never miss a chance to engage with guests, and AI review analysis features make it easy to take action on guest feedback. More than 15,000 hospitality businesses use Marqii to rank higher in search results, and be found and chosen by more guests.

    ###

    Contact Information

    Kelsey Verdier
    VP of Marketing
    kelsey@marqii.com
    +1 503-867-0731

    Source: Marqii

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  • This Practice Could Save Your Career From One Bad Google Search | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    One of the most important aspects of someone’s credibility today is what Google reveals about them during a search. Most corporations and individuals understand the value of this and grasp the core concept, though they might not be familiar with the term itself.

    Online Reputation Management (ORM) is the process of creating positive content, suppressing negative press and maintaining a strong online image for businesses and individuals.

    Related: Your Business Is One Google Search Away From a Crisis

    Why is ORM important?

    ORM is essential for businesses and individuals in today’s hyperconnected world. Bad publicity usually results in damaged personal and professional reputations online. These issues can lead to being fired by an employer, getting divorced, losing new customers or even having a hard time raising the next round of funding.

    Think of ORM as digital reputation. The internet doesn’t forget easily, and even a single negative article or viral post can overshadow years of good work. That means your Google search results are often the first “introduction” a potential client, investor or employer has to you.

    Step #1. Monitoring

    Several key elements of ORM help prevent potential disasters. The first is monitoring your online presence to see what people are saying about you or your company. Good monitoring could have prevented the situation above by allowing you to respond before the wave of cancellations and negative feedback.

    The best course of action for this is to use a monitoring tool that helps you track your name online. These tools are often easier, cheaper and more effective than manually searching your name across various platforms. I’ve personally seen companies catch inaccurate information within hours and have it corrected before it picked up traction, saving them from what could have become a reputation nightmare.

    Related: How to Better Manage Your Brand’s Reputation in the Digital Age

    Step #2. Reach out to the source

    After you identify negative search results that you want to delete from Google, the next step is to send an email or reach out via social media to each publication. This is a delicate method, and it’s important not to appear defensive, as that can make the situation worse, and things could go viral.

    The success of this ORM strategy depends on the specific publication and editorial team: the bigger the publication, the fewer chances you have. Smaller blogs and community sites may be open to correction if the content is outdated, misleading or factually incorrect. On the other hand, going after a national news outlet rarely yields results.

    Related: How to Calmly Confront Bad Reviews and Turn Them Into Growth

    Step #3. Improving your reputation

    The best method to fix your reputation is to use the right SEO and PR techniques to push down or bury negative search results in search engines like Google and Bing. By optimizing positive content with the proper SEO techniques, you can rank the positive content higher in search engines and reduce the visibility of unwanted articles, images or forums. On average, it takes 6–12 months to clean the negative search results.

    A strong ORM strategy and persistence can sometimes remove or de-index certain negative pages from search results entirely, particularly if they violate platform guidelines or are misleading. In cases where de-indexing isn’t possible, internet suppression techniques-such as promoting high-authority content — can be used to overwhelm negative content with more relevant, positive search results.


    Over time, Google’s algorithm begins to prioritize your new content. The key is consistency — one or two articles won’t shift results. But six or nine months of steady online reputation work can transform the first page of search results.

    A law firm client I worked with had their reputation nearly ruined due to their arrest. By publishing client success stories, creating authoritative positive content and earning media mentions, we were able to push the false claims to page two within nine months and, as you know, very few people click past page one.

    A case study of ORM in action

    Wendy’s made a huge impact on its online reputation when its social media account rebranded to capitalize on trending memes at the time.

    The Twitter account became known for “roasting” users, connecting trending Twitter phrases to their products, and using humor to build engagement. Although their ORM strategy can’t be conclusively tied to a sales increase, it clearly didn’t hurt.

    Related: Grow Your LinkedIn Audience 10x With These Expert Tips

    Bringing it all together

    Online reputation management is the strategic process of improving the perception of a personal or business brand on search engines like Google. In a world where public perception is shaped by search engines like Google, ORM is no longer optional — it’s essential.

    Whether you’re an entrepreneur raising your next round, a corporation protecting shareholder trust, or an individual applying for a new role, ORM is a long-term investment in credibility. If you don’t control your narrative, someone else will, and it may not be flattering. The companies and people who thrive online are the ones who understand that reputation isn’t just what you do offline; it’s what Google says about you.

    Ross Kernez

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  • AI Is Quietly Writing Your Résumé — and One Tool Could Misrepresent Your Reputation if You Don’t Take Control | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    In the crowded world of AI Assistive Engines, all the attention goes to ChatGPT, Google Gemini and Perplexity. But the most influential contender may be the one hiding in plain sight: Microsoft Copilot.

    Why? Because it’s not just another chatbot — it’s deeply embedded in the Windows and Microsoft 365 ecosystem that powers homes, businesses, governments and nearly every Fortune 500 company. Copilot is already sitting on the desktop of the people who decide whether to hire you, partner with you or fund your company.

    That makes it the “sneaky” AI — the one shaping your professional reputation before you even enter the room. In this article, you’ll learn how Copilot and other AI assistants are building your “AI Résumé” behind the scenes — and a practical framework you can use to take back control of your digital narrative.

    Related: Uncover Hidden Threats to Your Reputation With These Advanced Suppression Strategies

    Your AI résumé is already being written

    Think about where decision-makers live: Outlook, Teams, Word, Excel. Copilot is inside all of them. It summarizes conversations, drafts proposals and answers the question: “Who is this person?”

    Before an investor opens your pitch deck or a prospect reads your proposal, there’s a good chance they’ll ask Copilot to summarize you. What it delivers becomes your AI Résumé — a recommendation from a machine people trust.

    That résumé is only as strong as the information Copilot finds. And if your digital footprint is messy, inconsistent or outdated, Copilot will stitch together a confusing narrative.

    A costly lesson in digital misrepresentation

    I learned this lesson years before generative AI.

    After building a successful career as a musician and then founding UpToTen Ltd — an EdTech pioneer competing with Disney and the BBC — I started losing deals worth hundreds of thousands of dollars. The problem?

    My Google Brand SERP. Search results for my name highlighted that I’d been the voice actor for a cartoon character, Boowa the Blue Dog. Instead of presenting me as a serious CEO, Google framed me as a children’s entertainer.

    The result? Major deals died before they began.

    Copilot raises the stakes exponentially. Unlike Google’s static results, Copilot synthesizes information into a story. But its logic is childlike — piecing together fragments without nuance or accuracy. If you don’t control your narrative, the AI will create one for you.

    The framework: How to teach the machine

    You can’t game the system. The only way forward is to systematically educate AI so it reflects your intended story. My three-phase framework works not just for Copilot, but for ChatGPT, Gemini, Perplexity and beyond.

    1. Establish Understandability

    The machine must know who you are, what you do and who you serve.

    • Create an entity home: a personal website (e.g., yourname.com) with a clear, 25–50 word executive summary at the top.
    • Make it machine-readable: use Schema.org structured data so algorithms can parse your identity with confidence.

    2. Build credibility

    Once AI understands you, it needs proof that you’re authoritative.

    • Be consistent: your LinkedIn, X (Twitter), Crunchbase and company bios should all mirror your Entity Home.
    • Get third-party validation: appear on podcasts, contribute to industry media and earn mentions from trusted outlets. Each external confirmation creates what I call an “Infinite Self-Confirming Loop of Corroboration” — the foundation of algorithmic trust.

    3. Ensure deliverability

    Finally, make sure AI delivers your story when prospects are researching problems, not just names.

    • Answer real questions: build an FAQ section based on client questions, sales calls and customer support insights. One page per question; no accordions.
    • Publish deeper resources: long-form articles that establish you as an authority.
    • Organize for discovery: use topic clusters (siloing) so AI sees you as a subject expert.

    Take it further: create a custom GPT or AI assistant trained on your services, client profile, and solutions. Use it to anticipate the questions your market is asking and shape content accordingly.

    Related: From Co-Pilot to Co-Worker: Where the AI Assistant Journey is Headed to Next

    The next frontier: Ambient research

    The ultimate payoff isn’t when someone Googles you — it’s when AI recommends you without being asked.

    • In Excel, Copilot suggests your name while a prospect models ROI.
    • In Teams, the meeting summary highlights you as the expert who can solve a key challenge.
    • In Outlook, your profile surfaces as the trusted consultant to hire.

    That’s AI acting as your marketing agent — delivering opportunities before you even know they exist.

    The inescapable reality

    AI assistants like Microsoft Copilot aren’t futuristic — they’re already reshaping how reputations are built.

    Your digital presence is no longer a brochure; it’s a living narrative constantly retold by machines. If you don’t design your AI résumé, Copilot will design it for you — and you may not like the result.

    The path forward is clear:

    • Be understandable.
    • Be credible.
    • Be discoverable.

    Teach the machine your story, or it will tell its own.

    In the crowded world of AI Assistive Engines, all the attention goes to ChatGPT, Google Gemini and Perplexity. But the most influential contender may be the one hiding in plain sight: Microsoft Copilot.

    Why? Because it’s not just another chatbot — it’s deeply embedded in the Windows and Microsoft 365 ecosystem that powers homes, businesses, governments and nearly every Fortune 500 company. Copilot is already sitting on the desktop of the people who decide whether to hire you, partner with you or fund your company.

    That makes it the “sneaky” AI — the one shaping your professional reputation before you even enter the room. In this article, you’ll learn how Copilot and other AI assistants are building your “AI Résumé” behind the scenes — and a practical framework you can use to take back control of your digital narrative.

    The rest of this article is locked.

    Join Entrepreneur+ today for access.

    Jason Barnard

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  • What Neanderthals Can Teach Us About Brand Transformation | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    Being called a “Neanderthal” has long been shorthand for a knuckle-dragging brute — an insult implying someone is primitive and clueless. In popular imagination and even early science, Neanderthals were cast as dim-witted cavemen, a species of losers on the evolutionary stage. But recent discoveries have radically rewritten that story. Far from being sub-human dullards, Neanderthals are now understood as complex, intelligent hominins who created art, used tools and even share genetic ties with all of us.

    In a sense, the Neanderthal “brand” has undergone a posthumous PR makeover: from reviled caveman to respected ancestral cousin. This dramatic evolution of public perception holds a trove of insights for entrepreneurs and brands. If a whole human species can rehabilitate its reputation (albeit with an assist from science), then a company or individual can certainly transform their own image. Let’s explore how the Neanderthal journey from primitive to progressive serves as a metaphorical masterclass in rebranding and legacy management.

    Related: Does Your Reputation Need Rehab?

    The primitive stereotype: A brand in ruins

    The Neanderthals’ early reputation was, in modern marketing terms, a branding nightmare. Ever since the first fossils were unearthed in the 19th century, their heavy brow ridges and unusual skeletons led scientists to portray them as inferior to modern humans. This “caveman” stereotype stuck. For over a century, calling someone a Neanderthal meant implying they were backward, unsophisticated and even stupid.

    In essence, Neanderthals were a maligned brand — synonymous with failure and obsolescence. Just as a company rocked by scandal or a public figure tarnished by bad press becomes a punchline, Neanderthals became the mascot of being primitive. The narrative was simple and damning: They lost out to superior modern humans because they just weren’t good enough.

    Entrepreneurs know this pattern well. Markets and media can be unforgiving; a single damaging narrative can reduce a once-promising brand to a cautionary tale. Whether it’s a tech firm written off as a “dinosaur” or a founder dismissed as out of touch, the world loves a tidy tale of the mighty who fell behind. The Neanderthal brand was defined by others and defined harshly. Brands and individuals today face the same risk if they remain passive during image crises. Reputation, like fossils, can harden into “rock” if left untouched.

    Uncovering a new narrative: Rehabilitating the caveman image

    Fortunately for Neanderthals, their story didn’t end with the stereotype. Over the past few decades, science has done what any good PR team would: conducted a rigorous brand audit and found the facts to counter the fiction.

    Research reveals that Neanderthals were far more capable and human-like than anyone imagined. They were skilled hunters and tool-makers who thrived across Europe and Asia for hundreds of thousands of years. Archaeological evidence shows Neanderthals coordinated complex group hunts — behavior requiring planning, communication and smarts. They gathered a diverse diet, used fire creatively and built surprisingly sophisticated tools.

    Perhaps most stunning, Neanderthals demonstrated signs of culture and abstract thinking. Discoveries of pigment, personal ornaments and cave engravings suggest they engaged in symbolic rituals and even made art. They buried their dead with care, hinting at reverence for their departed. They even crafted tools using glue made from tree bark — a process requiring technical knowledge and foresight.

    And in the ultimate irony, we now know they are literally part of us: Modern humans carry Neanderthal DNA in our genomes from ancient interbreeding. The very people who once used “Neanderthal” as an insult likely have a bit of Neanderthal lineage themselves.

    For Neanderthals, this re-evaluation was a posthumous rebranding. Misconceptions were corrected with evidence, and the public’s view shifted from “dumb caveman” to “misunderstood relative.” This turnaround didn’t happen overnight; it took decades of excavations, genetic analysis and rethinking old assumptions. But it happened. The Neanderthal brand went from rock bottom to remarkable. If the image of an entire extinct species can be rehabilitated, so can yours.

    Related: 7 Ways to Recover After a Reputation Crisis

    Branding lessons from a prehistoric PR makeover

    The saga of Neanderthal reputation offers rich lessons in how to recover from a damaged brand image or public misperception:

    • Own your story before others do: Neanderthals couldn’t speak for themselves, and others defined them as inferior. In business, if you don’t actively shape your brand’s story, competitors or critics will do it for you — and not in your favor.

    • Confront misperceptions with facts: The Neanderthal comeback hinged on hard evidence overturning myths. Likewise, a beleaguered brand must bring proof to the table. Counter outdated perceptions by showcasing real improvements, new achievements and factual corrections.

    • Embrace (don’t erase) your heritage: Instead of denying their past, scientists reinterpreted Neanderthal history in a proud new light. Similarly, a brand with a legacy — even a troubled one — shouldn’t just bury it. Acknowledge your history and highlight the positives within it.

    • Humanize and connect: Part of rehabilitating Neanderthals was realizing how closely connected they are to us. Successful rebranding finds ways to relate to the audience on a human level. Show customers, investors or the public that you share their values and concerns.

    Legacy management: Evolving the narrative over time

    One striking aspect of the Neanderthal story is how long the misperception lasted. Long after Neanderthals disappeared, the myth of the knuckle-dragging caveman lingered in the public mind. It’s a cautionary tale for legacy management: Perceptions can lag behind reality by decades. Entrepreneurs must recognize that shaping a legacy is an ongoing process, not a one-time campaign.

    Managing legacy also means planning for how your brand will be remembered. Neanderthals left behind bones and artifacts, but no control over the story future generations told about them. You, on the other hand, have the tools to influence your legacy now. Document your values and contributions, live them authentically, and people will eventually see the truth — just as researchers eventually saw the truth about Neanderthals’ capabilities. Every press release, customer interaction and even apology is an artifact shaping how you’ll be remembered. Make those artifacts count.

    Finally, consider the Neanderthal’s ultimate fate: They didn’t so much vanish as merge into the wider human story. In business, this speaks to the idea of integration and adaptability. Sometimes the path to saving a reputation is to become part of something larger — to ally with partners, join a bigger brand, or pivot in purpose. By blending strengths with newcomers, an old brand can find new life within a fresh narrative.

    Related: 5 High-Profile Reputation Nightmares Your Brand Can Learn from

    The evolution of respect

    The renaissance of Neanderthals’ public image — from pitiable cavemen to complex humans — is more than a curious science story. It’s a powerful metaphor for brand transformation. Reputations, like species, evolve. They can also go extinct if they fail to adapt. But the Neanderthal example shows that even a reputation dragged through the mud for ages can climb back out with persistence and truth.

    Entrepreneurs should find hope in this: No matter how dire your PR fallout or how entrenched the public’s misperception, there is a path to renewal through authenticity, strategy and patience. If Neanderthals can win respect 40,000 years after extinction, your brand can survive a rough quarter. Reputation isn’t fossilized — it evolves if you guide it.

    Being called a “Neanderthal” has long been shorthand for a knuckle-dragging brute — an insult implying someone is primitive and clueless. In popular imagination and even early science, Neanderthals were cast as dim-witted cavemen, a species of losers on the evolutionary stage. But recent discoveries have radically rewritten that story. Far from being sub-human dullards, Neanderthals are now understood as complex, intelligent hominins who created art, used tools and even share genetic ties with all of us.

    In a sense, the Neanderthal “brand” has undergone a posthumous PR makeover: from reviled caveman to respected ancestral cousin. This dramatic evolution of public perception holds a trove of insights for entrepreneurs and brands. If a whole human species can rehabilitate its reputation (albeit with an assist from science), then a company or individual can certainly transform their own image. Let’s explore how the Neanderthal journey from primitive to progressive serves as a metaphorical masterclass in rebranding and legacy management.

    Related: Does Your Reputation Need Rehab?

    The rest of this article is locked.

    Join Entrepreneur+ today for access.

    Scott Baradell

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  • How to Build a Reputation That Survives Any Crisis | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    When we imagine power, we often think of prestigious titles, millions of followers or frequent media appearances. But in entrepreneurial practice, these are fragile assets: A single crisis can erase them in hours. The difference between those who survive and those who vanish? Reputation — an invisible form of capital that decides whether people will still follow you when the lights go out.

    Today, in the age of artificial intelligence and instant communication, reputation functions as a credibility algorithm. It’s not measured in views or likes, but in consistency, perceived authority and the ability to inspire trust, even in uncertainty.

    Research by Willis and Todorov at Princeton University demonstrates that people form judgments about trustworthiness, competence and other characteristics after just 100 milliseconds of exposure to unfamiliar faces. Additional studies from the University of Glasgow show that humans form trustworthiness judgments within the first 500 milliseconds of hearing someone’s voice.

    As Todorov, Baron and Oosterhof found, threat and trustworthiness perceptions are processed particularly rapidly, determining basic approach/avoidance responses. These evolutionary mechanisms, designed for survival in complex social contexts, today determine the success or failure of leaders and entrepreneurs in a hyperconnected world.

    Related: How to Build a Reputation That Will Become a Real Asset for You

    The invisible power of strategic silence

    Among the most underrated strategies for protecting reputation, silence holds a special place. It is not passivity; it’s an intentional, active choice. Deciding not to react immediately to a provocation buys time to think, assess and respond surgically.

    Silence has a precise psychological effect: It frustrates your attacker, often pushing them to overplay their hand and make mistakes. This dynamic is well known in negotiation — those who can tolerate pauses and gaps often control the rhythm and content of the exchange. Research in cognitive psychology shows that during moments of silence, people tend to fill conversational voids with their own thoughts and anxieties, often revealing more than they initially intended.

    I witnessed this principle firsthand during a pre-Christmas Saturday in a crowded supermarket when half the cashiers suddenly went on strike. Instead of issuing press releases or excuses, management chose silence. Within 20 minutes, operations were reorganized, and five volunteers began handing out panettone to customers. No words — just tangible actions. The result? A stronger corporate reputation.

    This example illustrates how direct action, unmediated by explanations, can transform a potential reputational crisis into an opportunity for brand strengthening. Customers remembered not the initial inconvenience, but the speed and humanity of the response.

    Anticipating crises with the “minefield map”

    Reputation management cannot be improvised. One effective method is to create a “minefield map” — a plan that identifies vulnerabilities and potential crisis points in advance. This tool, kept confidential until the right moment, guides decisions during chaos, when clarity risks giving way to emotion.

    The map should include specific scenarios: social media attacks, criticism from competitors, unexpected operational problems and ethical or legal controversies. For each scenario, three things must be predefined: who speaks (and who stays silent), what is said (or not said) and when action is taken. This preparation is not strategic paranoia, but operational intelligence.

    Anticipating negative scenarios is not pessimism — it’s preparation. It means knowing ahead of time which actions to avoid and which to take to safeguard credibility. As Eccles, Newquist, and Schatz note in Harvard Business Review, a strong, positive reputation doesn’t just attract top talent and foster customer loyalty — it directly drives higher pricing power, market valuation and investor confidence, making it one of the most valuable yet vulnerable assets in a company’s portfolio.

    Related: 9 Steps for Building a Reputation Management Plan That Wins Customers and Gives You an Edge

    Acceptance and consistency: The foundations of credibility

    Being an ethical or generous person is not enough to build a strong reputation. Credibility comes from self-acceptance — flaws and failures included — and from consistency between what you communicate and what you do.

    In business, this means that degrees and certifications may prove competence but do not guarantee trust. Trust is built when every interaction, both internal and external, aligns with the image you aim to project. Timing is just as crucial: A correct message sent at the wrong moment can be perceived as inappropriate — or worse, damaging.

    Authenticity, however, doesn’t mean sharing every thought or doubt. It means being faithful to your core values even when this involves short-term sacrifices. Stakeholders (employees, customers, investors) develop trust when they can predict your reactions based on stable, declared principles.

    Visibility vs. reputation: Two different roles

    Visibility is like a spotlight: It shines indiscriminately on whoever steps into its beam. Reputation is the puppeteer: invisible, but in control of every movement.

    Too much exposure without a solid reputation makes an entrepreneur vulnerable and easily manipulated. Conversely, those with strong credibility maintain control even when media attention fades. In the natural cycle of public careers, popularity always diminishes over time. What remains — and continues to generate opportunities — is reputation.

    The difference is subtle but decisive: Visibility makes you recognizable, reputation makes you chosen. In a market saturated with content and personalities, being noticed is relatively easy; being chosen repeatedly requires something deeper and more enduring.

    How to strengthen reputation in the AI era

    For entrepreneurs and leaders, AI has accelerated the speed at which both information — and misinformation — spread. Protecting reputation now requires proactive actions and active management of your narrative. Here are three concrete practices:

    1. Continuous monitoring: Use social listening and media analysis tools to detect early signs of crisis. Monitoring is not just about “putting out fires,” but about understanding which messages build trust and which create friction.

    2. Cross-channel consistency: Ensure that your message and values are consistent across every platform — social media, press, official statements, interviews. Even small inconsistencies can undermine trust.

    3. Train strategic silence: Incorporate provocation-response drills into leadership training. Simulate scenarios where the best answer is no immediate answer, to strengthen emotional control and prevent reputational damage.

    Related: It’s Time to Clean Up Your Act — How to Manage Your Reputation in the Era of AI

    The final question

    In a market where AI and instant communication amplify every action, reputation is the ultimate currency. Visibility makes people notice you. Reputation makes them choose you.

    As an entrepreneur, ask yourself: “If I could no longer speak for myself, what would my reputation say?” The answer will guide your decisions more than any visibility metric ever could.

    When we imagine power, we often think of prestigious titles, millions of followers or frequent media appearances. But in entrepreneurial practice, these are fragile assets: A single crisis can erase them in hours. The difference between those who survive and those who vanish? Reputation — an invisible form of capital that decides whether people will still follow you when the lights go out.

    Today, in the age of artificial intelligence and instant communication, reputation functions as a credibility algorithm. It’s not measured in views or likes, but in consistency, perceived authority and the ability to inspire trust, even in uncertainty.

    Research by Willis and Todorov at Princeton University demonstrates that people form judgments about trustworthiness, competence and other characteristics after just 100 milliseconds of exposure to unfamiliar faces. Additional studies from the University of Glasgow show that humans form trustworthiness judgments within the first 500 milliseconds of hearing someone’s voice.

    The rest of this article is locked.

    Join Entrepreneur+ today for access.

    Gio Talente

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  • PR or Marketing? Here's the Difference | Entrepreneur

    PR or Marketing? Here's the Difference | Entrepreneur

    Public relations and marketing go hand in hand and complement each other to achieve a similar end goal.

    Christopher Tompkins

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  • 7 Reasons Why CEOs Need to Develop a Personal Brand — and How to Build One. | Entrepreneur

    7 Reasons Why CEOs Need to Develop a Personal Brand — and How to Build One. | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    We all make purchasing decisions based on our connection to brands. One runner, for instance, may be dedicated to Asics running shoes, while another wouldn’t dream of buying anything but Nike.

    These days, thanks to social media, choosing our favorite brands or which companies we give our money to heavily relies on who is heading that company. We want to do business with people that inspire us, people we like and trust. It’s for this very reason that CEOs must develop their own personal brand.

    Over the years, I’ve had the honor of working with business leaders from around the world, enabling them to harness the power of compelling narratives to craft and communicate their brand’s unique origin story. I am excited to share with you the profound importance of CEO branding in today’s fiercely competitive business landscape and provide actionable insights on how you can effortlessly embark on your own CEO brand-building journey.

    Related: The 3 Biggest Mistakes CEOs Make With Their Personal Brand (and How to Turn Those Mistakes Around)

    The importance of CEO branding

    Your own personal brand is what reflects your priorities and values. Branding helps you, your colleagues and the customers you serve define who you are and what value you offer as a leader. Without a powerful and visible brand, CEOs may find it hard to grow their business, become an influencer or take their career to the next level.

    But, when you grow your brand, doors open and opportunities present themselves to you. People are more likely to listen to what you have to say, connections are made and those connections are apt to turn into paying customers and lifelong advocates.

    Let’s dive in and take a look at some of the biggest benefits of CEO brand building.

    1. Broaden your impact

    Your personal brand not only reflects your work ethic but also how you interact with and relate to others. These “others” include the teams you manage, shareholders and consumers. Your brand is recognized in the real world in face-to-face interactions as well as in virtual interactions.

    2. Stand out from the crowd

    The entire world is online, and everyone is creating and sharing content. This creates a lot of noise.

    Cut through that noise with your own unique vision. A personal brand helps you be an authentic voice in a sea of pandering. Always remember, people can smell phony from a mile away. When you develop your personal branding, every word you utter and the action you take is genuine to who you truly are.

    3. Others seek you out

    When your personal brand is authentic and attractive to others, opportunities come knocking. You’d be surprised at the number of new clients or customers that suddenly appear without any further effort on your part. Vendors may contact you, as well as the press, for interviews and event organizers about speaking engagements. Other companies may also get in touch with you, hoping to snag you for their operation.

    Put the work in upfront to develop your brand and the opportunities almost effortlessly follow.

    Related: 8 Strategies for Developing a Strong Personal Brand

    4. Incredible networking opportunities

    Networking events are important for doing business and moving your career forward. But let’s be honest — these things can be a nightmare to navigate. Who should you talk to? What should you say? Will others find you (dare I say it)… boring?

    When you’ve taken the time to thoughtfully craft your own brand, you become one of the most interesting people in the room.

    People walk up to you with hands outstretched. People ask you questions because they want to know even more. CEO branding turns a potentially awkward (but necessary) event into a simple and rewarding one.

    5. Grow your bottom line

    Do any of us really know what the economy will do from year to year? Heck, month to month? With so much economic uncertainty, it can be challenging, to say the least, to continue to grow your bottom line and meet shareholder expectations when consumers are tightening their wallets.

    People are far more likely to give their hard-earned money to a company whose CEO is charismatic and vocal, no matter what the economy is doing. Case in point: Research by FTI Consulting found that those companies who had strong and vocal leaders during the early stages of the Covid-19 pandemic elicited stronger investor confidence. Numerically speaking, this translated into $260 billion in additional shareholder value during a time that was, for many, economically uncertain.

    6. Gain confidence

    In my experience, one of the biggest reasons leaders have confidence issues is because they don’t know who they are as a leader. They may know who they are as a husband or wife, mother or father, or friend, but when it comes to leadership, they don’t know their own beliefs, strengths, weaknesses or unique value proposition.

    Developing your brand requires you to uncover your skills and values. The entire process allows you to see yourself in an entirely new way. And once you know who you really are as a leader, your confidence soars. And when this happens, those you have been leading recognize it and the entire dynamic in your organization shifts.

    Related: How to Stop Your CEO’s Reputation From Damaging Your Business

    7. Attract better clients

    Having a powerful personal brand means you inevitably attract better-quality clients. Why is this? Because people will always seek out an expert to work with. Your brand will cut out the competitive process entirely.

    Tips to begin building your CEO brand

    Now that you know the benefits of CEO brand building, here are some ideas to help get you started:

    1. Brainstorm

    Self-evaluation plays a key role in developing an accurate and effective personal brand. So, spend a little time thinking and jotting down any ideas or insights. What is something you love about the work you do? What skills do you offer? What are you known for? How do you view your industry? What are compliments you often get from others? What do you know in your heart you could improve upon regarding your leadership style?

    2. Ask for honest feedback

    You need to know what others really think of you. Get feedback from friends and family, as well as colleagues and clients. Does this feedback align with how you want to be perceived by others? If not, what changes do you need to make to begin living your ideal brand?

    3. Develop your elevator pitch

    Now that you are starting to get a sense of what your brand is, it’s time to be sure you can articulate that brand to others quickly and easily. And this is where the elevator pitch comes in.

    You most likely know people use an elevator pitch to introduce their fledgling company to prospective investors or to introduce themselves when looking for employment. However, CEOs can use this same exercise to encapsulate their personal brand in a few sentences. In no more than three sentences, how would you describe your unique leadership values and contribution?

    Once you’ve got your pitch ready, you can use this as a daily reminder of who you want to be, as well as use it on your personal social media pages.

    4. Audit your social media accounts

    For many people who are new to your company, your social media presence will be their first introduction. Now that you’ve taken some time to brainstorm and think about what you want to project, it’s a good idea to audit your social media accounts to ensure someone’s first impression of you jives with your intended brand.

    If you need help with this, take a look at some other leaders in your industry to see whose profile best fits the brand you are building. Don’t copy them, but feel free to emulate and take ideas from their profile.

    5. Keep tweaking and adjusting

    Building your CEO brand is a process. You won’t necessarily discover your authentic leadership self and be able to communicate your value right away. That’s okay. Just keep at it and tweak and adjust your brand and your content as you go.

    Conclusion

    I hope you now recognize the importance of CEO branding. Though it will take some time to build, your brand will ultimately help you connect with your audience in a deeper and more meaningful way. And, because people tend to align with brands that mimic their own values, your branding efforts will also help you to create loyal followers rather than customers.

    LaQuita Cleare

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  • How to Safeguard Your Brand from PR Disasters | Entrepreneur

    How to Safeguard Your Brand from PR Disasters | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    A new brand or an existing brand decides to rebrand. Strategy is implemented, growth begins, employees are hired, and growing pains begin. Consistency is maintained by staying on core messaging, social media audiences and impressions grow, and some PR is even generated. Current customers start to advocate for the brand, help promote, and perhaps believe and partake in any social or philanthropic causes the brand represents or helps support. All the boxes are getting checked, right?

    Until one day, it happens. An employee makes a misstep or big blunder, and somehow, it’s now on social media. A c-suite executive makes a near-fatal decision on the brand that the core audience dramatically disapproves of, and sales begin to drop fast. An accident occurs thanks to a vendor of your business, but somehow, your business gets pulled into the controversy. Neglect in accounting, or worse, surfaces and funds are missing or removed, directly impacting clients and the company. Sound familiar? The horror stories continue to mount every week. Like identity theft, a PR crisis happens quickly and unexpectedly, takes hard-earned money away, and severely damages reputations.

    Related: A 3-Step Plan for Handling Any PR Crisis

    Build PR now

    Millions now take preventative measures to prevent identity theft for themselves and their businesses. Monitoring services have exploded in recent years, preventive action can be taken, and it is commonplace to dispute charges, refute actions caused by hacking or other means; and most understand how this can happen, and it is not the fault of the individual or business.

    In the same way, reputation monitoring services have also exploded in growth. Most understand that a negative Google review, social media posts or other online statements may be untrue. Many try to speak up on behalf of a targeted individual or business. While plenty will pile on and try to create more drama and unnecessary rumors, most dismiss or recount a positive experience with the individual or company.

    What is the best way to build preventative measures against potential PR missteps? Start building PR now. Without PR, the only story the public knows is the misstep or controversy. It is the first search result on Google, the first impression on social media, and nothing else is available for the public to consume. By gaining some PR before something happens, at least there is a portfolio of content and articles on your brand before any PR mishaps.

    First steps to building a PR portfolio

    Many assume their brand speaks for itself, or founders prefer to avoid drawing attention to themselves through PR; instead, they want to focus on raising capital or getting in front of new customers. The daily grind of running the business takes a lot of time, and long hours are already dedicated to business growth.

    Entrepreneurs and founders are not politicians (most of the time) and do not think about public image other than the success of their brand. Nonetheless, we are all human, and we hire humans. Mishaps and chaos will happen.

    The first step to building a solid PR portfolio is to utilize key and core messaging strategies already developed. It is incredible how many brands spend on building a core strategy that is never implemented. From there, start creating small wins in PR, even if it is not the day’s lead story. Small expansions in services, adding to an existing product line, or even sponsoring a youth sports league are all solid wins that can be leveraged into more extensive media attention.

    Build on small wins. New hires, new community involvement, first full year in business — keep getting the brand’s story out there, even if it is through a limited press release that is only picked up by a few media outlets. While careful to stay on topics with some newsworthy value, continuous PR coverage of what’s right and working will help deflect when things go wrong.

    From there, keep reinforcing that the brand strives to be a solution-oriented organization that continuously helps solve problems for your customer base. Significant PR wins will follow, and if the PR nightmare does happen, the media and the public will see a PR portfolio of growth, achievement, services and above all — humans trying to work together to build a business or organization — flaws and all.

    Overall, suppose the brand is built and viewed as a solution-oriented market leader or influencer, and a portfolio of good work and PR is created. In that case, the missteps and possible nightmares are easier to push through. It used to be said that the first 24 hours were the worst, and while that still holds, in most cases, it can continue longer and more painfully if an ongoing PR campaign is not a part of overall marketing efforts.

    Adam Horlock

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  • How to Get Your Online Image (and Reviews) Back on Track | Entrepreneur

    How to Get Your Online Image (and Reviews) Back on Track | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    Much like client-focused specialists in any industry, financial services professionals depend mainly on the perception and level of trust surrounding their name, particularly when generating business and keeping pace with the competition.

    Your financial services reputation not only engenders the credibility needed to attract new prospects but strengthens trust and loyalty among existing clients, ensuring they look to your company for guidance, advice and, ultimately, value over the long haul.

    Building a trustworthy reputation in the financial services industry begins with a solid, proven approach to customer service and client communications. But in the digital age, it must also include a coordinated and strategic accounting of your online presence, especially the online reviews, platforms, and digital profiles consumers use to research your company.

    Below, I explore best practices to help you uphold your company’s reputation and foster trust among clients and across the financial services field.

    Prioritize transparency and clear communication

    Focusing on effective and open client communications sets the stage for a strong brand reputation, providing a solid foundation for positive, lasting client relationships. Prioritizing clear and transparent communication at all touchpoints is essential for nurturing trust and reinforcing the sense of reliability clients need to stick around for the long term.

    Whether it’s discussing financial strategies, explaining terms and conditions, or providing updates on investments, it’s crucial your clients fully understand the information you’re conveying. It also helps to avoid using industry jargon (when possible) and encourage questions that facilitate open dialogue. More often than not, a healthy client-advisor relationship can only survive when communication is clear, complete, and convenient.

    Related: 5 Examples of Companies Succeeding Through Transparency

    Set realistic expectations

    Setting realistic expectations at the outset is essential for managing client perceptions of your services and your advisory firm. Instead of overpromising or guaranteeing unrealistic returns, it’s critical to be honest about potential risks and rewards associated with different investment options right from the beginning.

    In my experience, clients who feel informed and confident about what you’re doing and how you’re pursuing their objectives are generally far more likely to trust your advice and remain loyal to your company. They’re also much likelier to speak positively about your company among loved ones and across online review platforms.

    Be timely and responsive

    There are few financial services companies, or firms of any industry, for that matter, that are immune to client complaints, especially with so many online platforms for consumers to air their grievances.

    When faced with a bad review or complaint, it’s crucial to approach the situation professionally and from the client’s point of view. Even if the client’s account of things doesn’t really add up, actively listening to their concerns, being apologetic, and working toward a prompt resolution tend to be the best ways to mitigate the issue and prevent it from getting worse down the line.

    Replying to reviews politely and with a solutions-based mindset can turn a negative experience into a positive one. And when that exchange is done online, it has the potential to show others you take the client experience seriously and will do whatever is needed to make things right.

    Seek out feedback whenever possible

    It may not seem intuitive, but encouraging clients to provide feedback on their experience with your financial services company can be an effective way to combat negative feedback and boost your rating across online review sites. When done right, actively seeking feedback at critical client touchpoints – and on your terms – helps reduce future surprises from popping up in the online review process while allowing you to better steer the brand conversation in your favor.

    You can request feedback in any number of ways, including through surveys, follow-up emails, or one-on-one discussions. Actively listen to their suggestions, comments, and concerns, and continually use this feedback to improve your services. Demonstrating a commitment to listening and improving based on client input can bolster your company’s reputation.

    Leverage client testimonials to your advantage

    Positive client testimonials provide a compelling tool for promoting your value and strengthening your financial services reputation. Testimonials offer invaluable social proof that tends to resonate with consumers, and sharing that glowing feedback on your website, in marketing materials, and across social media channels is a great way to maximize its impact on your audience and your brand. Spreading the word by promoting authentic testimonials helps build credibility and instill confidence in prospects seeking your expertise.

    Related: Make Customer Testimonials Meaningful

    Monitor online reviews carefully

    Responding to online complaints and proactively requesting reviews can be powerful ways to boost your online ratings. Yet, these methods are just one piece of the reputation and review management puzzle. Tracking reviews and other online threats on sites like Google, Yelp, and industry-focused platforms is critical to identifying and mitigating new reputation risks swiftly.

    Showcase your expertise

    Showcasing your expertise and thought leadership online doesn’t just position you as your area’s go-to financial services pro. It also solidifies your credibility, providing a reputational firewall of positive, professional content that promotes your value while helping to shield brand integrity from negativity and online threats.

    So, how do you spotlight your credentials and bulk up your reputation in the process? These days, thought leadership is built online by sharing valuable insights and educational content through articles, blog posts, interviews, and videos across high-authority channels that support and elevate your position. By promoting your expertise through high-value content and doing so consistently, you can continually build and reinforce your industry authority while attracting new clients.

    Building a positive reputation, especially in the financial services space, takes a commitment not just to prioritizing an exceptional client experience but proactively managing your online presence. Combining a robust client service model with a comprehensive approach to managing online reviews, profiles, and thought leadership is critical to cultivating the trust, loyalty, and business your advisory firm needs to thrive.

    Adam Petrilli

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  • What to Do When a Personal Brand Clashes With Corporate Reputation | Entrepreneur

    What to Do When a Personal Brand Clashes With Corporate Reputation | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    Personal branding is experiencing a universal moment. We are seeing people from all walks of life building their visibility, promoting themselves both online and offline. Once reserved for those of us looking to monetize side gigs, personal branding has since become a mainstream endeavor. Research shows that people who are “able to discover their own points of competitive differentiation and creatively turn them into compelling narrative and imagery, while doing that strategically and socially-appropriately, have greater chances of professional success.” A personal brand can open doors to internal mobility, unlock new career opportunities and even lead to greater career satisfaction.

    Employees from all walks of life are following the likes of Gary Vee to learn how to build their own personal brands and leverage social media effectively. And yet, many are fearful and hesitant. They are fearful not only of doing it wrong thus damaging their careers, but they are actually concerned that their pursuit of increased visibility will ring loud alarm bells across the HR team and the executive offices of the company that employs them. No surprise there! Disparaging language when discussing personal branding continues to prevail. Look at this BBC article which refers to personal branding as an act of “touting oneself,” in turn positioned as being at odds with company loyalty. Talk about being out of touch with modern reality.

    Related: How to Understand Corporate Branding vs. Personal Branding for Success

    The tension between personal branding and corporate fallout

    Articles with their disparaging language aside, employers’ concerns can definitely be worthy of empathy. After all, employee-related scandals can easily go viral, whether it’s in the private or the public sectors. In the era of social media and our shared love for a juicy story with a dramatic plot twist, what an employee says or does can quickly come under scrutiny and even quicker cast a shadow on the employer and their reputation. As a result, organizations are crafting what they believe to be iron-clad social media policies, blocking access to social media platforms from office equipment and quite frankly employing some of the stringiest methods aimed at mitigating potential reputational risk.

    This tension between personal branding and corporate fallout isn’t unique to the cubicles of corporate America. Even sectors that traditionally thrive on individual expression, such as the entertainment industry, are not immune to the challenges and pitfalls of personal branding.

    Cue in the most recent Disney drama surrounding the Snow White remake of its age-old classic. News outlets and vloggers across the continent are sharing clips of the actor hired to play Snow White positing that her off-putting demeanor, unlikeable behavior and questionable statements are damaging the movie’s chances of box-office success. Here we’ve got an actor speaking her mind and freely expressing her opinions about the remake versus the original version, expressing her disdain for the original and feeling that she is doing her best to promote the remake. In her mind, she is likely simply sharing how wonderful the new version is going to be. Yet, as a result, Disney’s executives are predicted to be having emergency meetings to damage control. A clear case of a personal brand gone rogue!

    Related: Why Investing in Reputation Management is Crucial for Your Business Strategy

    So, what can we learn from this?

    What policy can we draft as employers, or how can we make sure that our own personal brands are not blamed for the reputation crises of our employers?

    The simple answer is this: We cannot.

    You see, unless we condone the cancellation of the First Amendment right and believe that people must be censored for the greater good of their employers, these situations will continue to occur. But here are some tips to try and reduce the probability of this happening to you:

    1. Hire for shared values and not only for skill: Assemble a team that resonates with your organization’s ethos. Their alignment with your values is key to ensuring their personal brand doesn’t diverge from your organizational identity. And when you are looking for a job, do the same: Look to join an organization that shares your values and will thus be likely to align with your actions and behaviors.

    2. Be crystal clear with your brand positioning and your point of view, both as a corporate brand and through your personal brand: A well-defined brand narrative serves as a guiding star. When employees’ personal brands harmonize with your corporate identity, it’s a win-win. At the core of any brand — corporate or personal — lies a very clearly defined point of view.

    3. Don’t fight your employees’ personal brand-building efforts, but rather invest in training them to do it right: Educate your team about the nuances of personal branding. With the right training, they can navigate the digital landscape adeptly, projecting their individuality while safeguarding your brand’s reputation.

    Related: 7 Ways to Recover After a Reputation Crisis

    Most reputation crises occur because of a faux pas. These can be reduced, or perhaps even avoided entirely, through media training for your higher visibility employees and social media training for your whole team. Personal branding is here to stay and, as an employer, you can derive a multitude of benefits from having high-profile employees. They can help attract higher-caliber hires to your organization, as well as high-ticket clients. You should embrace your team members’ visibility and derive the value but equip them to do it right and to avoid saying or doing something that can be damaging both to you and to them.

    Personal branding is experiencing a universal moment, and it is not something we can curb. Let’s instead devise a strategy that will allow our employees’ personal narratives to unfold in harmony with our organizations’ tales, making for a story that captivates, rather than a subplot that becomes our demise.

    Marina Byezhanova

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  • 5 Reputation Strategies I Learned While Working with Celebrities | Entrepreneur

    5 Reputation Strategies I Learned While Working with Celebrities | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    C’mon, is there anyone out there who doesn’t think Kim K. and Pete D. were a curated love affair? Hollywood is full of set-up relationships and staged situations aimed at one goal: garner media attention. And the more attention, the better, because increased media attention translates directly to increased dollar value.

    Brand image is everything to a celebrity’s career. When the image is positive, it can influence everything from box office share to book sales, from what tequila flies off the shelves to what paint color is all the rage. One utterance of a coined term can go viral within hours. One sighting of a piece of clothing on a certain someone can catapult a design star overnight.

    But when a celebrity brand takes a hit, it can be devastating. It isn’t always — some reputations prove more resilient than others, but if the damage is great enough, fans and followers will knock you off the pedestal as quickly as they hoisted you up there.

    In my 15-year career in PR, I’ve worked with various celebrity types, including influencers, A-listers and corporate bigwigs. A crisis can pop up at any time, especially in today’s hypersensitive cancel culture, and that’s when more than just a hastily tweeted apology or lying low for a while is called for. That’s when it’s time for a crisis expert to step in with some strategic moves that have the power to move the needle in the direction you want it to go.

    Here are some of the tried-and-true methods that have gotten my clients out of hot water when it threatens to scald their reputations permanently.

    Related: Why Investing in Reputation Management is Crucial for Your Business Strategy

    1. There’s always a scapegoat

    In every narrative, there has to be a villain. And your job is to make sure the villain isn’t your client. Case in point: When I handled a celebrity divorce, the famous one, my client (the husband), was getting raked over the coals for some silly choices and behaviors — he seemed like the bad guy in the story, but really, his not-well-known wife was the one cheating.

    We documented everything meticulously and were able to back up our claims of her infidelity; in the process, we pointed the blame where blame was due and salvaged his career. We didn’t make the wife the scapegoat; she was the scapegoat. But the public didn’t know that until we told a more accurate story than the one that was initially circulated.

    Related: How to Turn Failures Into Wins As an Entrepreneur

    2. Someone is pulling the strings for the other party, so you’d best have someone doing the same on your side

    People work hard to build a life, a name or a brand. An insurance policy is needed to ensure they don’t lose it all at the whim of public fodder. A publicity specialist is that insurance, operating behind the scenes to move pieces into place and leverage connections to rewrite a narrative heading south.

    PR firms are often hired for just this purpose alone — for on-call crisis management and nothing more — because it’s far better to have already an established relationship with an expert in your corner than to seek out a stranger once a crisis has arisen frantically.

    I remember a story that was about to break about a client of mine that would have reflected poorly on him because of a bit of misinformation. Because I already knew and trusted him quite well, I believed his account of things. I picked up my cell phone, called the CNN writer, and got the nonfactual information edited out from the story. If I didn’t have that in with CNN, my client’s career could have suffered greatly.

    3. Use the press to your advantage

    The press can be your enemy, but it can also be your friend. It’s its own form of gossip mill and works in quite the same way. You know how bad news can spread like wildfire when the media sinks its teeth into a juicy story? Well, the opposite is equally true: Good news can be canvassed far and wide if you have a worthwhile story to tell and get it out there in time.

    If there’s anything the PR community has learned in this day and age of big-name and big-brand crises plastered all over social media, it’s that narratives have power. On behalf of your clientele, you need to tell the narratives they want to be publicized. The press literally follows celebrities around everywhere. It’s just as easy to get them to snap a shot of your client speaking at a charity brunch as it is to get a shot of them sneaking out of a late-night club bleary-eyed. Book the photo op. Get the views. With enough views, a new story is written.

    Related: 5 Ways to Make Journalists Actually Want to Publish Your Brand’s Stories

    4. Know when to hold them and when to let them go

    All this said, there is a time and place to sit tight and wait things out. Strategizing is one thing, but smart management is another. When someone’s sizzling in the flames of bad press, that’s not the time to open their new restaurant or launch their new fragrance. Wait until the fire has died down but isn’t completely out — when your client is still a hot object of media attention but no longer the catch of the day — and then have them rise from the ashes.

    5. Listen, learn and do NOT repeat

    Helping someone out of a pickle once or twice is to be expected when you manage reputations. Anyone can get into a bit of trouble over almost anything these days. But if a client keeps making the same mistakes, you can either choose to cut them loose, or you can firmly guide them to stop pushing the repeat button!

    Attend to what’s being said about a public figure or brand; learn what you can from how these reports affect (or do not affect) your interest; and then, at almost all costs, avoid getting in hot water again. The easiest way out of a sticky situation is to not get into it in the first place.

    PR is an art, not a science, and like any art, you can get training in it to learn how to draw your own portrait, paint your own scene and write your own script. With media training and advice from publicity veterans, you can get ahead and get in front of the story — the story you want to tell.

    Emily Reynolds Bergh

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  • How to Enhance and Protect Your Online Reputation | Entrepreneur

    How to Enhance and Protect Your Online Reputation | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    In today’s digital landscape, your online reputation holds immense power. It can shape perceptions, influence decisions and impact your personal or business success. According to recent statistics, 88% of consumers place as much trust in online reviews as they do in personal recommendations. Furthermore, nearly 3 out of 4 consumers tend to trust a company more if it has positive reviews.

    Whether you’re an individual, entrepreneur or organization, here are some actionable insights and proven techniques to help you navigate the digital realm with confidence, ensuring a positive and influential online presence.

    Related: Why You Must Monitor Your Online Reputation Before it Hurts You

    Utilize automated reputation management software

    Automated reputation management software empowers businesses by saving time and resources spent on monitoring their digital footprint manually. These innovative tools are designed to monitor your digital presence across various platforms while alerting you of instances that require attention or action.

    Using such technology allows for a more proactive approach when addressing potential issues, ensuring rapid responses to negative feedback and mitigating damages before they escalate. These tools also provide comprehensive insights into what people say about your brand or business throughout social media channels, review sites, blogs and even forums where discussions take place.

    By leveraging cutting-edge automation features offered by AI-powered reputational management systems, like sentiment analysis and trend identification, it becomes easier than ever to gain a holistic view of how consumers perceive your business. This invaluable input empowers you with actionable intelligence, so you can make decisions quickly based on accurate findings rather than guessing games rooted merely in opinions and conjecture.

    Develop a multi-pronged approach to online engagement

    Focus on diversifying your presence across various digital platforms. This means going beyond social media networks like Facebook, Twitter, Instagram or LinkedIn and exploring niche forums that cater to your target audience’s interests as well! Participate actively within these communities to create a strong digital presence while also establishing yourself as an authority figure.

    Your content strategy plays a significant role in promoting sustained engagement. Keep it fresh by sharing articles with actionable insights and thought-provoking perspectives from industry experts alongside visuals such as infographics or videos demonstrating product features. Another key aspect of enhancing customer experience lies in personalizing interactions. Learn about their preferences through regular surveys for a better understanding of their buying behaviors, which will help tailor promotional offers accordingly, making them feel valued and heard.

    In addition to focusing on your existing clientele base, you should also remember potential prospects. Harness the power of referral marketing and encourage your satisfied customers to spread the word about your business offerings. This will inject enthusiasm into their acquaintances who might try out your services themselves.

    Related: 4 Ways to Protect Your Company’s Online Reputation

    Leverage search engine optimization (SEO)

    SEO plays a crucial role in enhancing and safeguarding your online reputation. As a small business or SME, you might not have the budget for an in-house SEO team, but this is where white-label SEO can be beneficial.

    Focus on creating high-quality content that aligns with your target audience’s interests to maximize the benefits of SEO. By providing valuable information, you build trust among potential customers while increasing organic search visibility.

    Stay up to date on relevant industry trends to create engaging articles and blog posts that respond to popular queries people may have about products or services similar to yours. Incorporating keyword research into your strategy ensures better indexing by search engines like Google, which improves rankings for targeted terms related to your business niche. To further optimize website pages, incorporate title tags, meta descriptions and image alt-texts, as well as internal links within the site structure.

    Be proactive and see trends early on

    Staying ahead of the curve allows you to take appropriate actions, making it easier for you to maintain a positive image. To achieve this, make it a habit to monitor social media platforms regularly. Engage with customers by addressing their questions or concerns promptly, as responsiveness can create goodwill even when issues arise. Also, keep an eye out for emerging topics within your industry so that relevant content can be shared or produced timely across various digital channels.

    Studies show that 88% of consumers are more inclined to choose a business when they witness the owner actively engaging with reviews, regardless of their sentiment.

    Google Alerts is another useful tool; set alerts based on keywords related to your brand name or business niche. This enables receiving real-time notifications concerning news articles or discussions involving these terms, letting you stay informed about potential threats before they escalate into significant problems. Another essential aspect involves observing social listening tools like Mention or Hootsuite Insights, which help identify emerging patterns within audiences’ conversations surrounding particular topics before they gain mainstream popularity.

    Collaborate regularly with influencers who resonate best among target demographics, ensuring their values align seamlessly with yours. Boosting credibility through third-party endorsements this way benefits brands immensely when it comes to preserving an unblemished digital standing overall throughout ongoing years and beyond.

    Related: How to Create (and Keep) a Winning Online Reputation

    Invest in cybersecurity solutions

    Cybersecurity tools act as a shield, safeguarding your sensitive information from cybercriminals while maintaining the integrity of your brand’s digital presence. With threats continuously evolving, keeping up with cutting-edge security measures is no longer an option, but rather a necessity.

    When selecting the right cybersecurity solution for your business or personal use, consider factors such as reliability and capabilities specific to tackling emerging risks like smart camera vulnerabilities. Additionally, select security tools with features addressing specific concerns, such as data encryption and safeguarding sensitive information from unauthorized access or leaks.

    As the digital landscape continues to evolve, it’s paramount that you stay ahead of your online reputation in 2023 and beyond. Staying on top of trends, using reliable tools for monitoring and being proactive about responding can help keep any negative feedback from proliferating.

    Sonu Yadav

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  • 5 Strategies for Building Loyalty With Customers | Entrepreneur

    5 Strategies for Building Loyalty With Customers | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    These days, it’s crucial for every business owner to monitor their company’s online presence and know how their brand resonates with existing and potential customers. The metric used to measure this component of marketing (and brand) is often known as your reputation score.

    Knowing your reputation score not only provides a broad overview of your brand’s online performance and sentiment but can create a powerful starting point from which to strengthen your image, generate leads, increase sales and develop that oh-so-critical social proof needed to build consumer trust.

    Below, I’ve compiled a list of factors you can use to estimate your online reputation score and better understand your brand footprint across the web.

    Related: 7 Powerful Ways to Improve Your Brand Reputation and Recognition

    What factors should you consider when calculating your score?

    While there is no exact formula for calculating your reputation score, you can gather data from various sources to shape and understand your brand’s total online impact. Here are five factors to consider when adding up your score and how to use them when measuring your more considerable branding efforts.

    1. Customer reviews

    Few things affect your score and draw more online attention to your brand than customer reviews. Search engines, niche industry-specific review sites, and general review pages are everywhere. Your score can vary drastically from page to page, and bad reviews are inevitable. How you handle them is far more critical.

    Related: Here’s Why You Shouldn’t Worry About Your Business Getting Bad Reviews

    Most consumers will comb through 10-15 reviews before taking the next step down the sales tunnel. So monitor your reviews closely and develop a review management strategy. The more you know about the customer experience with your brand, the more valuable feedback you have to improve it.

    2. Employee ratings

    Sites like Indeed and Glassdoor allow current and former employees to review your company anonymously. Many job seekers base their decision to apply on employee reviews. If they use this information to gauge your company’s reputation, so can you. Here are a few questions to consider when factoring employee reviews into your reputation score:

    • Are there more negative than positive reviews?
    • Can you find commonalities in the negative?
    • Does your current work environment reflect the comments employees left?
    • Do reviews bring to mind any areas that require a change in leadership tactics?

    Related: 5 Highly Effective Leadership Traits Even the Best Leaders Can Forget

    Transparency is a valuable company asset, and modern consumers will turn their back on a business accused of treating employees poorly. So, no business can afford to ignore employee reviews.

    3. Local listings

    Local listings significantly impact your company’s reputation score, particularly as it holds up against competitors in local search results. For example, if you own a salon, search for “get a haircut near me” or “hair salon near me” for a quick view of your visibility on local search pages.

    Related: Increase Your Marketing Reach With Google SEO and SERP Doing the Heavy Lifting

    How do you improve your local search ranking and, by extension, your local search reputation? Start with your local listings. Is the information up to date? How do the reviews look? Nearly all consumers click links appearing on the first search page. Therefore, your SERP position clearly indicates how you score across local search pages.

    4. Long-tail search terms

    Long-tail keywords contain between three and five words to attract consumers seeking answers to specific questions. Scoring well in a long-tail search can significantly impact your overall reputation score and conversion rates.

    Scoring yourself on long-tail terms is as simple as typing questions or phrases relevant to your industry and common among consumers. Once you know how you score, you can develop SEO content to boost your ranking and position your brand higher in the industry.

    Related: SEO and Content Marketing Is the Perfect Marriage for Your Business. Here’s Why.

    5. Social media presence

    Your social media presence often has an outsized impact on your reputation score. And in an era when so many consumers interact with brands on sites like Facebook and Tik Tok, it also tends to consume a big slice of the brand reputation pie. For example, a single viral complaint video or data breach can turn your business upside down in a moment. In addition, customers use social media to engage with companies and will not hesitate to make their experience public.

    Your social media presence also provides a wealth of data. With an efficient analysis, you can paint a more comprehensive picture of the quality and quantity of attention your company generates. This is also a place for soliciting reviews and addressing issues you discover through them.

    How can you improve your reputation score?

    You can use collected data to compare your business with competitors and develop better outreach strategies. Consider some steps you can include in your approach to boosting your reputation:

    • Solicit more positive reviews by asking for them yourself or using a service to get them.
    • Reach out to your customers more often, showing them that you prioritize their experience over your profits.
    • Create quality content to drive convertible traffic to your website and social media.
    • Answer good and bad feedback professionally and promptly.

    Your reputation score can change as quickly as your marketing strategies. Therefore, consistent monitoring is the key to maintaining control of your brand reputation and addressing issues before they become more credible threats.

    Related: How To Deal With Negative Social Media Comments

    Are you concerned about your reputation score?

    Building a successful brand and influential online presence demands a multi-channel approach to improving the customer experience. Companies of all sizes can benefit from brand specialists and staff dedicated to online review management. When online engagement is up, and customers project excitement about your products or services, growth remains on the horizon. Monitoring your reputation score is an effective means to get you there.

    Adam Petrilli

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  • HotelRunner Introduces AI-Powered Review Center for Enhanced Reputation Management in the Travel and Hospitality Industry

    HotelRunner Introduces AI-Powered Review Center for Enhanced Reputation Management in the Travel and Hospitality Industry


    LONDON, England, June 14, 2023 (Newswire.com)
    –
    HotelRunner, the leading travel and hospitality technologies platform, has launched HotelRunner Review Center, an innovative solution that will fundamentally change the way properties manage their online reputation and form the building blocks of technological transformation fueled by artificial intelligence.

    In the highly competitive world of hospitality, reputation management is more critical than ever. Guests rely heavily on reviews when making decisions and hold the power to drive a property’s successful reputation and exponential revenue growth.

    As a company that draws its strength from its agility, HotelRunner proudly delivers an innovative solution to its partners and the industry after extensive research and development by observing the latest trends and anticipating the future that will be shaped around them.

    HotelRunner Review Center is an advanced product that centralizes guest reviews, empowering properties to take control of their online reputation from a single user-friendly dashboard.

    Thanks to HotelRunner’s strategic partnerships and certified integrations with Booking.com, Expedia, and Airbnb, Review Center allows properties to view and reply to all their reviews in one place. The AI technology generates unique and personalized replies to guest reviews within seconds. This ensures that each review receives timely and tailored responses, leading to improved guest satisfaction, and a steady revenue stream. The product also helps overcome language barriers effortlessly with built-in Google Translate functionality, translating guest reviews into more than 133 languages instantly, and facilitating effective communication. Another great benefit is saving hoteliers valuable time and effort. They can save their favorite replies for future use, easily fine-tune the replies, and deliver customized messages to each guest. Last but not least, the Review Center provides comprehensive performance tracking. Since the product gathers all reviews in one dashboard, it offers properties a HotelRunner score across various categories, allowing properties to identify areas for improvement, monitor progress over time, and continuously enhance their service offerings.

    Yiğit Can Bacakoglu, Director of Engineering at HotelRunner, said, “The introduction of HotelRunner Review Center marks a pivotal moment in the fiercely competitive hospitality industry. Through its integrated AI assistance, properties can streamline the consolidation of their reviews, address guest feedback, and elevate guest satisfaction and loyalty. We take great pride in spearheading the deployment of this cutting-edge technology and will continue to enrich our platform with homegrown AI-based products.”

    Cihan Coskuntuncel, Director of Supply at HotelRunner, added, “Effective reputation management is the key to a lucrative sales strategy. We are delighted to unveil the HotelRunner Review Center, an AI-driven solution that empowers hoteliers to seize control over their online reputation. Equipped with advanced features and multilingual translation capabilities, Review Center ensures properties can promptly respond to reviews, enhance their online reputation, and never miss another reservation.”

    HotelRunner Review Center is now available to properties worldwide to take advantage of AI-powered reputation management. Click here to get detailed information about the HotelRunner Review Center.

    Source: HotelRunner

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  • How to Stop Your CEO’s Reputation From Hurting Your Business | Entrepreneur

    How to Stop Your CEO’s Reputation From Hurting Your Business | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    When I first moved to the “dark side” — an ominous phrase used by my journalism peers to describe transitioning into public relations — the media landscape was different.

    At the time, the only way to reach a mass audience was to get your news picked up by one of the handful of media outlets that had a monopoly on reaching the mainstream public.

    As such, CEO communication was standardly delivered through spokespeople — a PR pro would craft a message on behalf of the CEO, then distribute it to the appropriate editors and producers. Removed from the complex world of optics, a CEO’s reputation was neatly wall-gardened by this process.

    Those days are gone. Widespread adoption of social media has given every employee, customer and investor a virtual window into the operations of the businesses that interest them and the lives of the executives who run them.

    Recent research shows 82% of employees expect business leaders to use social media to communicate about their company’s mission, vision and values — and by a ratio of four to one, prefer to work for a CEO who uses social media compared to one who does not.

    Just as the landscape has shifted, so has the role of the CEO. No longer can a company’s top executive be expected to operate without active participation in company communication. Yet, many leaders, particularly those in legacy industries like finance and law, haven’t adapted to modern expectations. The recent Silicon Valley Bank collapse was a shining example of how not investing in an executive communication strategy can literally kill a company.

    Amidst company leaders going viral for callous and unsympathetic communication, here’s how to make sure your CEO’s reputation is helping, not hindering, your company.

    Related: Creating a Brand That Drives Your CEO Reputation

    Build an online presence

    Privately held or not, we’ve entered the era of building companies in public. Every person your CEO interacts with has an opinion and a social media channel to share it on. As such, building an online presence for your CEO isn’t a vanity project — it’s reputation management.

    When leaders aren’t intentional about creating an online thumbprint, the narrative around who they are and what they stand for is left to Google’s evolving algorithm. In the absence of an executive content strategy, a negative tweet, poor customer review or inaccurate press quote may be the first impression your CEO is making online when stakeholders do an online search.

    Platforms like LinkedIn and Twitter impact search rankings and if properly leveraged, can build virtual communities that result in real-life business opportunities. But don’t pawn your CEO’s social media presence off to an inexperienced employee. Building a personal brand for your CEO involves tapping into their personality and lived experience to create content that aligns with the strategic objectives of the company and speaks to the needs of the audience they are targeting — a complex process that requires support from a seasoned executive communications consultant who can also caution against communication that could lead to an issue or crisis.

    Considering four out of five investors use digital media to make an investment decision, having a strong online profile for your CEO can not only improve optics, but it can also help land funding, sales and strategic partnerships.

    Related: 6 Data-Backed Reasons a CEO Should Take the Time to Build a Strong Personal Brand

    Empathize with the needs of stakeholders

    In recent months, we’ve seen several CEOs go viral for the wrong reasons. Andi Owens, the CEO of MillerKnoll, an American furniture company, became web-famous when a video of her unsympathetically addressing her employees’ concerns was uploaded to social media.

    In the video, Owens, who made $5M in 2022, lectured employees — the average of whom made $44K — to focus on sales over personal compensation. Owens made a sin many CEOs and company leaders make on a regular basis: She failed to empathize with the needs of her stakeholders.

    Before a CEO puts out any form of sensitive communication, it’s important to anticipate the questions the audience might have and gauge sentiment around the topic. Often this can be done by distributing an anonymous survey in advance to solicit candid feedback from the target group on the topic and how it affects them. When you’re not attuned to the needs of your stakeholders, you’re less likely to respond with the information that’s most important to them — or worse, offend them or raise concerns. This can cause irreparable damage to your business.

    One of the best ways to stay in tune with your stakeholders’ needs on an ongoing basis is to create pathways for two-way communication. In the digital age, social media can be one of the most efficient tools for monitoring public sentiment and staying engaged with your stakeholders.

    Related: How to Build a Reputation That Leads to Success

    Don’t be afraid to build in public

    In working with CEOs for nearly two decades, I’ve noticed one common hesitation when it comes to speaking publicly on a trending topic: “My company hasn’t perfected that, yet.”

    While having mastered a solution to a widespread challenge is nice to have, it’s not necessary to have a point of view on it. Building in public — the idea of openly sharing challenges, learnings and personal reflections as they occur — can be an effective way to humanize a company leader and build a community around their online profile.

    Building in public doesn’t mean you have to operate with radical transparency, but you do have to be willing to test out ideas and solicit stakeholder feedback publicly. Sharing an op-ed, newsletter or thoughtful LinkedIn update gives a CEO a high level of control over their narrative, and if done strategically and consistently, can be an effective way to establish their purpose and intention.

    Building a personal brand isn’t a traditional part of being a CEO, but in the age of algorithms and viral videos, it is becoming a prerequisite.

    The good news is, company leaders don’t have to be charismatic or even comfortable with public speaking to build a public profile, they just need to be intentional and strategic about their online reputation. By investing in an executive communications strategy, CEOs are better positioned to protect their reputations and those of their companies, through the ups and downs of business.

    Jennifer Maloney Adab

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  • Facing a PR Nightmare? Here’s What to Look for in a PR Firm for Reputation Management and Defense | Entrepreneur

    Facing a PR Nightmare? Here’s What to Look for in a PR Firm for Reputation Management and Defense | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    Every executive’s worst nightmare is that your brand or someone in the company makes a reputation-destroying blunder. Whether intentional or not, the damage is done and executives must take immediate action. The best way to handle this situation is to hire an innovative, tactical public relations firm with a strategy-based method to counteract negative press.

    Too many times, companies look to their internal marketing team for solutions. Yet, these teams are too close to the problem to implement solutions that an outside firm could implement more efficiently. But what should an executive look for when choosing a PR firm?

    Related: What to Do When You Wake Up to a PR Crisis

    Tactical strategy

    When choosing a PR firm, it is crucial to find one that will provide more than just press releases, as the firm will need to develop an overarching strategy for reputation management. Your chosen PR firm should be able to anticipate potential risks and plan for potential opportunities. They should also be able to monitor and respond quickly to new developments and changing circumstances. A good PR firm will understand how to effectively manage the media while developing relationships with journalists and influencers who can help spread positive messages about your company.

    Industry experience

    Finding a PR firm with experience working in your particular industry or sector is also essential. This way, they will understand the industry’s nuances and any prevailing trends that could benefit your situation. Working with an experienced PR team can ensure that your messaging is on point and appropriate when addressing specific issues within an industry niche or target market segment.

    Related: A 3-Step Plan for Handling Any PR Crisis

    Ability to craft a unique strategy

    No companies are alike, and different situations require different tactics. The chosen PR firm must be able to craft a unique strategy tailored specifically to your company’s needs rather than using an off-the-shelf approach that does not consider individual nuances. A good PR firm will begin by understanding your brand and learning about its history, values, mission statement and goals before crafting a plan based on all these factors, industry trends and insights from its research teams.

    Working on PR strategy is about more than PR campaigns. Developing a sound PR strategy also involves identifying leaders who could be likely to make mistakes that could have implications for the company’s reputation and PR strategy. Continuous PR blunders can be detrimental to companies, disrupting the message pushed through current PR strategies and leading to further confusion in PR efforts. Thoughtful reputation management means ensuring all voices, from C-suite executives to employees, stay aligned with the PR goals of the company. Companies must implement preventative measures that uphold their public image and minimize any mistakes, particularly when it comes to leaders within the organization. These preventive measures must be part of the strategy offered by the chosen PR firm.

    Understanding of digital platforms

    Any chosen PR firm must understand social media platforms such as Facebook, Instagram, LinkedIn, Twitter, etc., as well as SEO optimization techniques that help increase visibility on search engines like Google. It is also vital that they understand various analytics tools that can evaluate performance across different platforms and measure success against predetermined goals in the initial strategy plan they craft. These metrics are invaluable in helping gauge progress throughout any reputation management campaign, so make sure your chosen agency understands how to track success through data-driven methods.

    Methodology

    It is also important to inquire about their specific methodology when it comes to handling your particular situation. Understanding a PR firm’s methods in the reputation management campaign is paramount. It is critical to seek out PR firms that can tailor their approach to fit your objectives, whether bolstering an existing positive reputation with an online article campaign or constructing a series of interviews to get new messaging out to the public. As such, ask each PR firm what methodologies they will employ to ensure that you hire the best-suited PR team to meet your needs and secure lasting success.

    Communication style

    At times like these, communication is critical, so be sure to ask potential PR firms about their communication style before hiring them. Do they provide regular updates on progress? Are they available 24/7 if needed? Can they quickly adjust the message strategy if required? These are all questions you should ask yourself when considering different PR firms for reputation management services; open communication between both parties is essential during times like these to ensure success.

    Related: The Much-Anticipated “Great Recession of 2023” Is Coming. Here’s How To Leverage PR During Economic Uncertainty

    Track record of success

    Finally, select a PR firm with a proven track record of success. Ask them about their big or small victories and how they achieved those outcomes for their clients. A good PR team will be able to share stories about how they were able to successfully turn around bad press or create positive sentiment around difficult situations. This proactive approach can mean salvaging your reputation or watching it burn.

    Conclusion

    Overall, when searching for a PR agency for reputation management and defense, there are several key factors that you should consider, including tactical strategy, industry experience, and past successes. The right agency will be able to develop an effective plan based on these criteria – ensuring quick action while mitigating further damage from negative press coverage or public scrutiny. By choosing wisely now, you can save yourself from much pain later.

    Adam Horlock

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  • How to Build a Reputation That Leads to Success

    How to Build a Reputation That Leads to Success

    Opinions expressed by Entrepreneur contributors are their own.

    As Robert Greene wrote in his book, The 48 Laws of Power, “… your reputation is the cornerstone of your power. It will protect you and help influence how the world judges you, at least to some extent. Reputation is like a wizard: With a wave of the wand, it can double your power and drive away your pursuers. Whether the same deeds look great or terrible depends a lot on the reputation of the doer — who, in our case, is an entrepreneur.”

    How can you create your management philosophy, master the ability to make an impact beyond your business and make it work for you? All of it is about building a powerful personal brand, which reflects who you are and what your company is. Your reputation may even determine the business value for investors or partners. The importance of embracing personal branding is noticeable to many well-known entrepreneurs, athletes and even scientists. So, here are a few tips for building a reputation that will become a real asset for you:

    Related: Before You Grow, Focus on Building a Strong Reputation

    Create a dream

    Think beyond just selling a product, concept or service, but lifestyles and dreams as well. For example, WeWork isn’t just a coworking space — it is, as per its ex-CEO Adam Neumann, a place where you can create the life you want, join a community, develop friendships and even meet the love of your life. At least that’s what Neumann was telling everyone (new hires, potential investors and his wife, Rebekah). The approach certainly paid off.

    Of course, there is also Elon Musk, who has forever been focused on conquering space. He’s selling a dream of interplanetary travel through SpaceX — and successfully, as the company just recently managed to raise $750 million at a $137 billion valuation.

    But we have to exercise some caution … dreams can play tricks on us. Mark Zuckerberg’s vision of a meta-universe where billions of people spend hours working, communicating and playing games in virtual and augmented worlds has yet to be proven. Meta’s flagship VR game, Horizon Worlds, remains glitchy and unpopular, and investors are concerned that the company is spending too much on its metaverse gamble. Still, Zuckerberg seems confident the strategy will pay off, with long-term project investment planned for the foreseeable future.

    Numbers and statistics matter of course, but so does your dreamy vision. Unless you’re straight-up lying about your project’s KPIs, focusing on the bigger picture instead of profits is a wise choice. Ultimately, it’s the investors’ job to check the viability of your business idea.

    Find your strengths, and use them as your business card

    Don’t be ashamed of the qualities that make you stand out from the crowd and attract attention. These qualities will become your business card and assist you in successfully navigating difficult situations. For example, your reputation as an honest businessman can provide you with powerful advantages ready to be leveraged against rivals or in negotiations.

    Musk has always been focused on breakthrough innovations, positioning himself as a man with no limits. His core value and strength is seeing the impossible and taking it as a challenge, continuously pushing the boundaries of what was believed possible. This consistent approach, even when combined with impulsive decisions, has allowed him to establish his personal brand as one able to move the stock market with just one tweet.

    Become Googleable

    One main indicator of a successful PR strategy is being able to Google yourself or your brand and find convincing results. What counts as “convincing” depends, of course, on your goals. If you need the ability to borrow a lot of money, make sure the media portrays you as a trustworthy and prospective entrepreneur.

    “Google me,” says Neumann (ex-CEO of WeWork) to the bank clerk in the show WeCrashed after being offered a ridiculously small loan. After a quick search, the clerk sends Neumann to one of the bank’s top managers, where the entrepreneur immediately becomes a VIP client — and secures a line of credit worth millions. “Google me, boo,” says singer, actress and entrepreneur Patti LaBelle to those who doubt that she’s still working at the age of 78.

    I personally received accreditation for a significant business event, thanks to a publication in Entrepreneur. The event organizers could Google me and see who I was and what I represented. Many of my past clients have also found information about my agency through expert comments I’ve posted. My own example clearly shows that people tend to trust people familiar to them. A personal brand allows someone to “know you” — to remove the stranger status and replace it with a trusted one. All other things being equal, we will always prefer investing our time and money in someone we know.

    Related: 4 Mistakes You’re Making That Can Jeopardize Your Reputation

    Stay committed and don’t try to please everyone

    Staying true to yourself and being able to speak your truth boldly is the core around which you can build a personal brand in any field. This approach inevitably both attracts and scares people away, but the alternative is much worse. Once you settle on pleasing everyone, you become interesting to no one.

    Cristiano Ronaldo has always been deeply committed to his standards of excellence and has made sure to live up to those values. Early in his career, he was perceived as arrogant because of his strong belief in his own abilities and big dreams. Despite all the criticism he received, he remained true to those values and never settled for less to please others. His results speak for themselves.

    Focus on building your own reputation rather than ruining others’

    Oftentimes critics and competitors will do or say things that make us want to hit back and try to ruin their reputation. But you better think twice before taking any action.

    The famous inventor Thomas Edison believed that any mechanism could work using direct current. When the Serbian scientist Nikola Tesla announced that he had managed to construct a mechanism running on alternating current, Edison was outraged. He decided to trample on Tesla’s reputation.

    To do this, he was going to publicly prove that alternating current machines were hazardous and blame Tesla for it. Edison subjected many pets to fatal AC shocks. This did not seem to be enough, so he approached the New York State Prison authorities with a proposal to execute a criminal using alternating current as a demonstration of its lethality. However, he miscalculated the voltage, and while the criminal was electrocuted, he did not die. The execution had to be repeated.

    Edison’s reputation suffered greatly as a result, and Tesla’s notoriety only increased. Don’t go all in on these disparaging attacks — they will likely draw far more attention to your vindictiveness rather than the qualities of the person you’re attacking. If your reputation is strong, you can use more subtle techniques like satire and mockery to weaken your opponent. It pays to be charming and witty.

    Know when to fade into the shadows

    It’s true that for someone to get results, they must not be afraid to shine brightly. However, history shows that sometimes it’s an equally good idea to dim the lights a little.

    Nicolas Fouquet was the Superintendent of Finances in France from 1653 to 1661 under King Louis XIV. His political career was brilliant … while it lasted. Fouquet’s rapid ascent up the political elite’s ladder, combined with his wealth and unconcealed ambition, raised his prestige but made him countless enemies at court. Ultimately, he lost favor with the young king of France, probably as a result of his extravagant display of wealth and increasing societal influence. The king imprisoned him from 1661 until his death in 1680. The lesson here is that sometimes it pays to lower your own brightness to achieve your goals.

    Neumann, at one point, very clearly used his fame to influence his partners’ decisions. However, when his reputation got out of control, his misdeeds began to embarrass investors. As the company began to prepare for their IPO, the board of directors decided to put him in the shade and take on a CEO without such a controversial personal brand.

    Related: Reputation Management In An Increasingly Transparent World

    All in all, building a personal brand is crucial for everyone — you never know when it will come in handy. If you are an entrepreneur, your reputation will make it easier to attract funding. For a top manager, it will help increase value in the hiring process. The more people in your target audience that know about you, the more benefits you can realize in the long run. And that’s equally true for someone who wants to launch a rocket into space or the person looking for a job to build it.

    Evgeniya Zaslavskaya

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  • 3 Mental Blindspots That Could Explain Why Adidas Waited To Drop Ye

    3 Mental Blindspots That Could Explain Why Adidas Waited To Drop Ye

    Opinions expressed by Entrepreneur contributors are their own.

    “Adidas does not tolerate antisemitism and any other sort of hate speech… the company has taken the decision to terminate the partnership with Ye immediately,” according to its October 25 news release. That statement conveys a principled and admirable stance against the antisemitism shown by the rapper formerly known as Kanye West after his antisemitic tweet on October 10 that he would go “death con 3 on JEWISH PEOPLE.”

    Yet Adidas waited much, much longer than other companies that cut ties with Ye. Even Ye’s own talent agency dropped him before Adidas. In fact, Adidas delayed so long that Ye taunted them on his October 16 appearance on the Drink Champs podcast, saying “I can say antisemitic things, and Adidas can’t drop me. Now what? Now what?”

    Related: ‘Unacceptable, Hateful and Dangerous’: Adidas, Gap Among Companies, Athletes Dropping Ye-Related Brands as the Rapper Loses Billionaire Status

    Adidas faced particular pressure to drop Ye due to its dark past. A German company founded by a former member of the Nazi party, Adidas had an especially strong reason to drop Ye earlier than other companies. Adidas faced mounting pressure from the Anti-Defamation League and other organizations to drop Ye given its Nazi past. A Change.org petition set up by the Campaign Against Antisemitism urging Adidas to sever ties with Ye had gathered 169,100 signatures by October 25.

    Yet Adidas refused to drop Ye until all the other companies dropped him. Instead of getting ahead of the problem and dropping Ye immediately after his October 10 anti-semitic tweet, or even his October 16 taunting of Adidas, the company had to be shamed and pressured into cutting its ties with Ye. As a result, Adidas seriously damaged its brand, harming its reputation among anyone opposed to antisemitism.

    What explains the poor decision-making by the Adidas leadership? It’s a classic case of the ostrich effect: A dangerous judgment error where our minds refuse to acknowledge negative information about reality. It’s named after the mythical notion that ostriches bury their heads in the sand at a sign of danger. The ostrich effect is a type of cognitive bias, one of many mental blindspots that impact decision-making in all life areas, ranging from the future of work to mental fitness.

    The Adidas leadership buried its head in the sand. It refused to acknowledge the growing damage to its brand from Ye’s antisemitism, as well as his prior bad behavior, such as having models wear “White Lives Matter” T-shirts in early October.

    Such denialism in professional settings happens more often than you might think. A four-year study of 286 organizations that had forced out their CEOs found that 23% were fired for denying reality, meaning refusing to recognize negative facts about their organization. Other research shows that professionals at all levels suffer from the tendency to deny uncomfortable facts.

    Adidas’ denialism likely stems from the cognitive bias known as the sunk costs fallacy. According to Adidas’ statement, the termination of the contract is expected to “have a short-term negative impact of up to €250 million on the company’s net income in 2022 given the high seasonality of the fourth quarter.” Presumably, the impact will be much higher in 2023, over half a billion at least.

    Related: Facebook to Ban Holocaust Denial, Citing Rise in Anti-Semitism

    The partnership with Ye had a long history since 2013 when the company signed his brand away from rival Nike. In 2016, Adidas further expanded its relationship with the rapper, calling it “the most significant partnership ever created between a non-athlete and an athletic brand.”

    In other words, Adidas invested a great deal of money and reputation into its relationship with Ye. That kind of investment causes our minds to feel strongly attached to whatever we put those resources into, and throw good money after bad.

    You’ll see this happen often in major projects that are working out poorly, such as Meta’s Metaverse project. Several high-profile industry figures recently criticized Mark Zuckerberg’s efforts. That includes Palmer Luckey, the founder of VR headset startup Oculus, which Meta acquired in 2014 for $2 billion. Luckey said “I don’t think it’s a good product” about Horizon Worlds, Meta’s core metaverse product. He called it a “project car,” a fancy automobile that the owner spends a lot of money on as a hobby. So far, Facebook’s shift to building the metaverse has been costly, with the company last year losing $10 billion on it, and Wall Street analysts expect it to lose more than $10 billion again this year.

    Similarly, you’ll see sunken costs in major relationships. That can range from marriages that lasted much longer than they should have to brand partnerships like the one between Adidas and Ye.

    The final cognitive bias relevant here is called hyperbolic discounting. This term describes our brain’s focus on short-term, highly visible outcomes over much more important and less visible long-term ones. Adidas didn’t want to take the short-term financial hit to its bottom line by cutting ties with Ye. However, Adidas failed to give sufficient weight to the long-term damage to its brand from failing to do so.

    Short-term financial damage is highly visible and painful, while long-term brand damage is much less visible and less painful. Yet realistically, such brand damage is much more important to the long-term success of Adidas.

    In my consulting, I’ve seen many executives struggling with the same three mental blindspots when they face top performers engaging in bad behaviors, ranging from incivility to sexual harassment and discrimination. Leaders deny it happened because they have so much invested in the top performer, whether a star salesperson or top data scientist and they don’t consider the long-term consequences to the organization’s culture and employee morale.

    In fact, it’s easy for anyone to fall for these three cognitive biases when someone whom you value behaves badly. Fortunately, forewarned is forearmed: Knowing about these three mental blindspots means you can watch out for these problems in your own professional and personal life.

    Gleb Tsipursky

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  • 4 Tips for Responding to an Unexpected Media Inquiry

    4 Tips for Responding to an Unexpected Media Inquiry

    Opinions expressed by Entrepreneur contributors are their own.

    Have you ever gotten an unexpected call from a reporter? What did you do first? If you answered, “panic,” you’re not unlike many clients I’ve encountered. Why is our first response to a media inquiry to panic? And how can we calm down and marshal our resources to answer their questions — without the desire to head for the hills?

    Why do we panic when we have to talk to the media?

    There’s something about an unexpected media request that strikes fear in people. It may be because we’ve all seen those “gotcha” segments on the news — stories in which a company or its spokesperson looks like the bad guy. When a reporter gets in touch unexpectedly, it can make someone feel as though they’re being put on the spot, and they worry they’ll say the wrong thing.
    Even in industries that aren’t fraught with scandals, there are times when ANY business can find itself in the position of responding to a media inquiry they didn’t know was coming their way.

    Michelle Garrett

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