Practicing online reputation management is a must for any public relations professional who believes his or her company may face a corporate crisis in the future. As our news gathering and reporting moves online, online reputation management is becoming more important. Now, news stories and blogs are being indexed by search engines, and many times, if a company makes the news, that can sometimes be the first item found in the search engine rankings.
Proactive PR is important for online reputation management, because it means you are creating positive search engine results results, which can keep negative search results from ever appearing. You can focus on positive content-generating activities, rather than putting out fires via reactive management.
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