Protecting your online reputation
It’s often said that it can take 20 years to build a strong reputation, but only five minutes to lose it.
In today’s fast-moving digital world, the rules of reputation have changed. For businesses looking to grow and thrive, having a robust PR strategy that incorporates online reputation management is no longer optional; it’s essential.
At Partners PR, we’re often asked why reputation management matters so much, and how businesses can take control of it. Here, we share our insights into why reputation is a powerful business asset and how to manage it effectively.
Why reputation matters
A 2020 Weber Shandwick report revealed that 63% of a company’s market value is directly linked to its reputation, while 87% of executives rated reputational challenges as more important than other strategic risks.
While the concept itself isn’t new, high-profile individuals have always recognised the value of reputation, digital platforms mean it now impacts businesses of every size and sector.
Trust is the foundation of customer relationships, and your reputation is central to building that trust. In competitive industries like manufacturing, where reliability, quality, and consistency are crucial, a strong online reputation not only inspires confidence among customers and stakeholders but also helps to differentiate you from competitors.
Reputation also plays a role in recruitment and retention. Skilled candidates research potential employers before applying, and a positive reputation makes your business more attractive. Equally, existing employees are more likely to stay with a company they’re proud to be associated with.
Beyond customers and employees, a respected reputation strengthens partnerships with suppliers, collaborators, and stakeholders, helping to foster stronger, more professional working relationships.
What shapes your online reputation?
Public perception is now formed largely online through social media, reviews, news coverage, and customer feedback. Negative comments or unmanaged criticism can quickly snowball into a PR crisis that damages trust and financial performance.
This is why it’s vital to actively build and protect your online presence. Incorporating reputation management into your wider PR strategy ensures you are consistently nurturing strong customer relationships while safeguarding your brand.
Monitoring your reputation
The first step is awareness. Regularly track what’s being said about your business across social media, forums, review platforms, and news outlets. These insights not only highlight areas for improvement but also allow you to spot potential issues early, before they escalate.
Proactive monitoring helps you strengthen your brand reputation, build loyalty, and engage more effectively with customers.
Handling negative feedback
Negative comments are sometimes unavoidable, but your response determines whether they damage your reputation.
Our advice to clients is always to acknowledge concerns promptly, respond professionally, and demonstrate a genuine commitment to resolving issues. Whenever possible, aim to take sensitive conversations offline to prevent further escalation.
Timely, transparent communication reinforces trust. While not all negative stories can be removed, you can control how visible they are. Research shows 75% of people never look beyond the first page of search results. This is where strategic PR can make a difference by creating positive, shareable content such as press releases, thought leadership articles, blog posts, and social media updates that highlight your strengths and push negative content down the rankings.
Preparing for the unexpected
Reputation management should also include a crisis communications plan. From product recalls to cyber security threats, or even natural disasters, being prepared ensures your organisation can respond effectively and protect its reputation in the face of unexpected challenges.
A good plan defines roles, responsibilities, and communication protocols, both internal and external. It also sets out how to manage media relations and combat misinformation, helping to safeguard trust when it matters most.
Building a stronger reputation
At Partners PR, we help businesses take charge of their reputation. Our team of wordsmiths, strategists, and creative thinkers works with B2B organisations across the UK spanning manufacturing, engineering, construction, food and drink processing, building products, and professional services.
We specialise in telling your story to the right people, at the right time, helping you to build, maintain, and enhance the reputation your business deserves.
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