Rubenstein Public Relations is dedicated to ensuring that our clients maintain a favorable brand image on the web. Using Online Reputation Management (ORM) techniques, we proactively monitor online content and seek to diminish any negative coverage that may arise throughout our clients’ campaigns.
We prepare a proprietary report evaluating the search results for terms associated with clients’ brands and news items. The report highlights positive and negative placements, as well as their relative ranking and occurrence rates, and contains an overview of the ORM program that RPR recommends.
RPR develops new and optimized content for clients’ websites, which may include a keyword-specific microsite. Edited and updated websites and web pages attract search engine spiders, providing relevant material that can eclipse negative content. We seed the web with optimized press releases distributed through online wire services. These releases promote fresh coverage and generally rank high in search results on the day they are issued.
We bookmark all press releases and positive coverage to social bookmarking/tagging sites. These sites are frequently updated and therefore constantly swept by search engine spiders, allowing their postings to achieve more immediate results in rankings.
Further, RPR generates new web-based publicity for clients in order to ultimately supplant and suppress in rankings any previously issued negative content. We track the results of our reputation management activities and send periodic follow-up reports for client review. In cases where any offending web publishers persist, we assist with a legal strategy.
When clients come to Rubenstein Public Relations, they encounter a tireless advocate on their behalf. We devote all our energies to helping them achieve their public relations goals. Our first task is to determine a client’s branding and publicity needs. After this initial phase, we will submit a detailed campaign for their review. Together, we will refine objectives, media outlets, key visual and verbal messages, as well as overall strategy.