Reputation Management

Public perception is, quite frankly, more important than a good product or service. If your company has a negative public persona, real or imagined, sales are sure to suffer.

Reputation management is simply the ability to effectively influence and oversee how others perceive your company’s brand, products, services and its people. The goal for any company or service provider is to appear credible, reliable and transparent, all of which work in harmony to build that critical component of trust between you and your customers.

Remember: brands built on trust are lasting ones! Understanding effective reputation management will enhance sales, customer satisfaction and retention.

Here are five ways reputation management will give your company a competitive edge and increase sales:

Identify what others are saying about you.
A reputation analysis uncovers what others are saying about your brand in order to identify key topics of concerns, strengths and areas that need improvement. Knowing your vulnerabilities will allow you to grow as a company and better reach your target markets. Effective methods of reputation analysis include targeted focus groups, online user reviews, social media prompting and listening, and competitor intelligence. Customers value companies that value their opinion. They want to know you care what they think.

Build a robust reputation through effective branding strategies.
A strong company identity is often centered around a core set of values, including time-honored traditions, passion for the job, love of the product, acts of humanity and a can-do attitude. Companies that successfully leverage these values through a variety of marketing means will connect with customers on a more personal level and in turn trigger the highly-sought emotional response of brand loyalty.

Create ongoing positive messaging to combat negative flare ups.
By creating ongoing, positive messaging, your company will stay top-of-mind among your customer base and within your industry -- and will also help drown out any negative media or situations that may arise. A good marketing and communications professional will find ways to share stories behind the brand that market your strengths and differentiate your company from competitors. It’s so important to identity why you’re so special and then own it.

Prepare for a potential crisis.
A thorough crisis communications plan is vital to effectively managing a negative situation that could reflect poorly upon your company (and the bottom line). Once a negative situation hits, it can be extremely difficult to gain perspective, which is why advanced planning is key to keeping calm and making clear-headed decisions based upon reason and forethought, rather than reactive measures. Some industry best practices to guiding a company through rough waters include a proactive, transparent and disciplined (not spontaneous) approach to effectively managing the crisis situation.

Drive positive social media buzz.
There is no doubt that social media is one of the largest brand marketing tools and customer influencers. In fact, after Google, YouTube is the second top search engine. To ignore the power of these free marketing platforms would be a wasted opportunity to engage with customers, show off your company’s culture and further enhance your company's reputation and core values -- you know the ones that build customer retention, brand loyalty and drive sales!

APR is a leader in effective reputation management. We can help to identify the qualities you most want your customers to associate with your brand; ensure this messaging is consistently distributed in all communications efforts; minimize the negative impact of a crisis through strategic planning and targeted outreach; and ultimately help to increase your revenue by building a brand centered around trust.




  • We are excited at Bouhan Falligant to begin working with APR as our public relations professionals. Their depth and breadth of knowledge in their industry, as well as their ties to the local and regional communities we serve, make them invaluable members of our team.

    John G. Lientz,
    Partner, Bouhan Falligant
  • One major benefit of working with Abshire Public Relations is you don’t just get an account manager; you get an entire team. We’re able to receive excellent executive counsel, knowledge of the market, philanthropic strategy, focused media relations and top-notch writing all in one-stop shop.

    Ryan Price,
    Vice President, JE Dunn Construction
  • When the City of Richmond Hill was looking for an experienced public relations team, we really didn’t have to look any further than APR. Their knowledge of city and county government — in addition to their strong community ties — made them the perfect fit for us.

    Chris Lovell,
    City Manager for City of Richmond Hill
  • Abshire PR has made a tremendous difference in our ability to market our organization. They are a critical part of our team and continually amaze us with their results!

    Patti Lyons,
    President, Senior Citizens Inc.
  • Abshire Public Relations delivers invaluable executive counsel and strong insight into the local market.

    Greg Parker,
    President and CEO, The Parker Companies
  • “We are excited at Bouhan Falligant to begin working with APR as our public relations professionals. Their depth and breadth of knowledge in their industry, as well as their ties to the local and regional communities we serve, make them invaluable members of our team. They spend the time necessary to understand us and our profession, and to help us effectively develop new opportunities.

    John G. Lientz,
    Bouhan Falligant

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