ADPR 3530: Week One
ADPR 3530: Week One ADPR 3530
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This 6 page Class Notes was uploaded by Ariana Cammllarie on Friday January 15, 2016. The Class Notes belongs to ADPR 3530 at University of Georgia taught by Dr. Karen Russell in Spring 2016. Since its upload, it has received 159 views. For similar materials see Online Reputations Management in Advertising at University of Georgia.
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Date Created: 01/15/16
Online Reputation Management ADPR 3530 Jan 14. What is Reputation? Reputation is -‐a financial asset or liability -‐when you subtract a company’s tangible equity from its market value Definition for Exam: Reputation is the public’s perception of one’s char acter based on their impressions of the organization’s beliefs, intentions and actions. If Company A and Company B are worth the same monetarily but Company A has a bad reputation and Company B has a good reputation, Company B is worth more . A good reputation = more money + more overall worth -‐Goldman Sachs: negative publicity (even if it is not true) is extremely damaging to a company o What people say can impact a company’s value Good Reputations cause: 1. Customer Confidence 2. Customer Loyalty 3. Attract / Attai n New Talent (Employees) 4. Word -of-Mouth (positive) 5. Employee Motivation 6. Better Supplier Relations Where do “good” reputations come from? -‐Fortune’s Magazine “Most Admired Companies List” o EX: Show a company’s financial soundness -‐RQ ratings o Known as “Reputation Quotient” ratings o EX: Show a company’s emotional appeal -‐CBR scores o Known as “Customer-Based Corporation Reputation” o EX: Show the customer’s perception of a company Word Association: Reputation -‐ Image -‐ Perceptions -‐ How people perceive you Bad reputations are talked about more frequently, however, a good reputation contains elements of trust, credibility and accountability , which are beneficial in the long run. Good reputations are related to good characters. A poor reputation often leads to character sham ing -‐ EX: DiGiorno’s Pizza o During the Twitter Hashtag #WhyIStayed about domestic violence in relationships, the DiGiorno’s Twitter representative tweeted “#WhyIStayed You had pizza” without reading about the movement behind the hastag. Simple equation for a good reputation is… Good Character + Good Communication = Good Reputation However It’s not that simple! Character is related to Personality th -‐ In the early 20 century, American shifted from a culture of character (belief in morality, hard work and discipline) to a culture of personality (belief in the ability to please others). o This was due to the Industrial Revolution and society’s new fast pace and constant evolution o Movement from Personal à Impersonal; Snap Judgments Personality is the façade on the o utside while Character is the truth within. -‐ Character is long term and solid; Personality is susceptible to change o EX: A person could be shy as an adolescent but outgoing as an adult (personality) but their views on social issues most likely have not changed (character). Personalities can be given to companies: 1. Agreeable (Likable) 2. Enterprise (Innovative) 3. Competence (Good at what they do) 4. Chic (Trendy or hip) 5. Ruthlessness (Stubborn/Immobile) Companies can be perceived (or be humanized) as having: 1. Warmth and/o r 2. Competence A company that has Warmth is: -‐ kind, helpful, sincere -‐ based on their intentions A company that has Competence is: -‐ efficient, knowledgeable, skilled -‐ based on their ability Look at Chart on next page. High Warmth g Pity Admiration e e c o L Disgust Envy Low Warmth If a company doesn’t know whait’s doing, then it doesn’t matter how friendlit is -Companies aim to be in the “admiration” category; a mix of helpfulness and intelligence To humanize a brand into the “Admiration” category, a company must have: 1. Congruency : when your personal values match the company’s values a. EX: Chic Fila i. If I am a Christian, I would feel my values strongly aligned with Chic Fila since they are closed on Sunday 2. Consistency : when a company stays true to itself instead of following trends and bouncing between values a. EX: McDonalds i. Started as cheap, unhealthy à more healthy options à artisan / organic options = unreliable Congruency + Consistency =Authenticity When personality matches character, people perceive this as an authentic or real image of who you truly are . Is Authenticity Subjective or Objective? -‐ Authenticity is Subjective because each individual has a different perception of the world around them, based on their own unique experiences. o The media often sways perceptions by hiding or releasing certain information that could affect a company’s authenticity. Characteristics of Authenticity: -‐ Words match Actions -‐ Commitment to tradition -‐ Sincerity / Genuineness -‐ Evolve slowly / Avoid “fads” in the Market Reputation Online: -‐ The digital media makes it hard to upkeep a good reputation o “Reputations built up over decades can be changed or destroyed within a matter of minutes” Reputations use to be communicated between friends and clients as word -of-mouth , however, today reputations are determined by people who are virtua lly strangers. o Two-way communication à one-way communication Online Reputations are: -‐ Permanent -‐ Searchable -‐ Available to Anyone, Anytime Reputation Manangement: Sub-industry in the PR field that creates and defends a positive public perception of a brand or company. Online Reputation Management (ORM): The 21 century version of Reputation Management that deals with consumer’s perception online such as social media. -‐ ORM is a term deriving from Google o Google would look at a website’s reputation before determining a spot to place them when searched o For Google, a good reputation entailed authority and trust ; websites that had these were placed on the first page of a search Is ORM authentic? People often voice negativity and rarely preach about positive experiences -‐EX: Yelp o More posts about bad reviews than good reviews Good ORM promote s positive experienc es to balance out the negative ones , not skew lies into truth. A Good Reputation = Positive interaction between an organization and people Communicatio n alone will not create a good reputation because an organization cannot control the public’ s opinions . -‐Communication can encourage and influence the public to feel one way or another but an organization only has the power to control itself and its own ac tions.
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