Navigating the Digital Landscape: Distinguishing Online Crisis Management from Online Reputation Management
By Kelly Ellis
Understanding the Key Differences and Importance of Protecting Your Organization’s Reputation in the Online World.
Online crisis management and online reputation management are two closely related but distinct practices in the digital world. Both are important for businesses and organizations to understand and implement in order to protect their image and reputation online.
It is important to distinguish the difference between online crisis management and online reputation management when executing because they are two distinct practices with different goals and strategies. Understanding the key differences between the two can help organizations to better prepare for and respond to crises, and to effectively manage and promote their reputation in the digital world.
Online crisis management is reactive and focuses on minimizing damage and regaining public trust in the aftermath of a crisis. Online reputation management, on the other hand, is proactive and focuses on monitoring and shaping the public perception of an organization over time.
By not distinguishing the difference between these two practices, organizations may not have the appropriate plan of action for a crisis and may not be able to take the necessary steps to protect their reputation. Additionally, not understanding the distinctions could result in a failure to maintain and promote a positive image of the organization online.
Therefore, it is essential for organizations to understand the key differences between online crisis management and online reputation management in order to effectively protect their reputation and ensure the longevity of their brand.
Online crisis management is the process of identifying, assessing, and responding to a crisis that has the potential to harm an organization’s reputation. This can include crises such as a major data breach, a product recall, or a scandal involving a company executive. The goal of online crisis management is to minimize the damage to the organization’s reputation and to quickly regain public trust.
In contrast, online reputation management (ORM) is the ongoing process of monitoring and shaping the public perception of an organization. This can include monitoring mentions of the organization on social media and other online platforms, as well as actively promoting positive content and messaging about the organization. ORM can also include identifying and addressing negative or false information about the organization.
One key difference between the two is that online crisis management is reactive, while online reputation management is proactive. Crisis management only comes into play when a crisis has already occurred, while ORM is an ongoing process that aims to prevent a crisis from happening in the first place.
Another important distinction is that online crisis management is typically focused on addressing a specific incident or event, while online reputation management is focused on the overall image of an organization. A company’s reputation is built over time, and online reputation management is about managing and promoting the reputation to protect the company’s overall brand.
Both online crisis management and online reputation management are essential for protecting and promoting an organization’s reputation in the digital age. By having a plan in place for both, organizations can be better prepared to respond to crises and maintain a positive public image.