Reputation management and public relations (PR) outreach can often be confused as the same thing. Still, reputation management is more technical and content-oriented, and PR outreach is more relationship-based. PR outreach is more forward-facing and visible to the public, but reputation management occurs more behind the scenes and is not as apparent to the public.
Difference Between Reputation Management and PR Outreach
Typical PR outreach involves writing and promoting press releases, or scheduling news conferences, while reputation management may seem like PR, they are two different things. Reputation management focuses on the long term reputation for your business or brand, rather than promoting it. Reputation management and PR outreach might not be the same thing, but they do work together to achieve the best results for the business.
What is Reputation Management?
Reputation management is sometimes referred to as “technical public relations.” Reputation management leverages search engine optimization (SEO), content management, and social media to improve the online vision of your business or brand. You can review reputation management groups on Digital Exits.
A reputation management strategy will usually include:
- Comprehensive research on your pre-strategy online reputation, this involves risk analysis
- SEP and marketing
- Content removal
- Development of controllable online properties, such as websites, blogs, and social media
- Creating content and management for each creation, including blog posts, guest posts, and social content
- Re-targeting content to change the search engine behavior
- Scheduling publication of finished content
- Promotion of content on search engines and social media
A reputation management strategy can help the following as it grows:
- Boost SEO of websites, push positive content, and higher results on search engines
- Manage online reviews on sites such as Google Reviews or Yelp, highlight positive comments from customers
- Outreach and forming relationships with influencers in specific fields of interest
- Monitor, track and improve earned and paid for online social media channels.
- Direct responses to online messaging
What is PR Outreach?
Public relations (PR) is referred to as the strategic process of communication that builds beneficial relationships between businesses and their audience. The goal of PR outreach is to improve the business’s public image. Although planning and risk management are essential to PR, it is focused on the communication process and the public.
PR strategies are usually designed to achieve specific goals by utilizing different tactics and activities. The focus is on long-term goals. Some PR outreach strategies might include:
- Assessing, and evaluating your business’ public image among your prospective customers, and peers to see what your strengths and weaknesses are
- Protecting the business’s vision and the communication strategies could limit off-brand statements by employees or associates.
- Planning that is goal-oriented and focuses on promotional campaigns that cover media outreach to the advertising budget
- Branding or rebranding your business
- Managing media relations, such as public functions, events, and outreach
- Social media campaigns, including running promotions, contests, and giveaways that promote participation and brand loyalty with customers.
- Sending out press releases for highlights to reporters, bloggers, and the general public.
Reputation management and PR outreach are indeed very similar because content marketing or the process of using content to create impressions for your business is similar. If the content is part of a PR outreach campaign, or a reputation management strategy to increase your online business or brand, using both together can help in bringing your business or brand to the front of mind.