Public image matters a lot more than we’d like to admit. Humans are, at the end of the day, tribal in nature, and maintaining a good reputation with your tribe is necessary for professional and personal well-being.
Being an anti-social character on a personal level results in being negatively perceived, which leads to social ostracization. Whereas, if you’re talking about, say, a business, that same negative image can prevent your company from ever achieving the success you predicted.
However, often, the two similar but different concepts of reputation management and public relations are confused. Sure, they overlap, but they serve different purposes. In this blog post, we’ll explore the difference between the two.
What Is Public Relations (PR)?
Public Relations is all about building a public persona, for it shapes how people see you. PR professionals make an active effort to build a positive image for your brand or person using various available sources, such as media coverage, hosting events, and social media.
From bloggers to influencers, they contact them all to spread the message, your message.
Think about PR like hosting a grand party. Every detail is planned meticulously, from inviting the right kind of people to leaving the best impression. The goal is to build goodwill and relationships with your audience.
What Is Reputation Management?
Reputation management, on the other hand, refers to the practice of not building your public image, but rather protecting and maintaining it. It is both reactive and proactive in nature and involves working around public perception, addressing negative reviews, correcting misinformation (thanks to AI and influencers left unchecked, this is a real issue now), and promoting positive content.
To understand it further, think about reputation management as a bodyguard. They stay put until something goes wrong, deflect harm, and make sure you stay safe, in this case, protect the trust you’ve built over time.
How They Work Together
PR and reputation management do not work in a vacuum; they complement each other and often overlap.
A strong PR campaign makes people notice and trust you and your brand, whereas reputation management keeps that image steady when unexpected challenges arise.
For instance, if a new product launch sparks excitement but receives some negative feedback online, reputation management addresses concerns and safeguards the brand’s image.
When to Use Each Strategy
Each strategy has its advantages, and while they work together, they aren’t replacements for each other.
For example, if a brand has recently launched a new product or service, it’ll need to build an image around that product or service. The PR team will make announcements, engage with the media, and tell your story in a way that gets your brand name out there.
Now, if this hypothetical product or service starts to get negative reviews online, reputation management steps in. Its sole purpose is to retain the trust people have in your brand’s image and ensure your brand is always seen in a positive light.
Key Differences Between Reputation Management and Public Relations
Here is a head-on comparison between the two to understand things more clearly:
| What It Does | PR (Public Relations) | Reputation Management |
|---|---|---|
| Main Goal | Shares good news and builds relationships | Fixes problems and protects your image |
| Approach | Tries to get people talking about you in a good way | Jumps in when there’s bad news or reviews |
| Usual Activities | Makes press releases, plans events, talks to media | Answers reviews, handles complaints, and manages online feedback |
| Where It Happens | News websites, TV, social media, public events | Review sites, search engines, and social media |
| Big Picture | Gets your name out there and makes it positive | Watches for trouble and keeps things on track |
| How Long Does It Last | Works all the time, building your reputation | Steps in quickly when issues pop up |
Conclusion
The difference between the two can initially be ambiguous and confusing, but understanding it is essential for anyone who wants to maintain a strong brand image. Once again, PR is about putting your brand under the spotlight, while reputation management addresses any naysayers who start saying something negative about the brand. Together, a balanced approach maintains your reputation intact and keeps your audience engaged.
FAQs
How does customer feedback impact my brand?
Customer opinions play a major role in shaping how your brand is perceived. Positive reviews build trust and attract new clients, while negative feedback highlights areas where you can improve. Paying attention to this feedback shows why understanding how customer reviews shape your brand reputation is essential for maintaining credibility.
How can I create a strong online image from scratch?
Building a solid online presence starts with professional profiles and consistently sharing helpful content. Engaging with your audience and responding quickly to questions or reviews helps establish trust. These steps allow you to build a positive online presence from scratch and give your brand a strong foundation.
Can a reputation management company help with a PR crisis?
Yes, reputation management companies can step in to mitigate the effects of negative publicity and protect your brand image.