Right or wrong, today’s internet assures that news or rumors about your company can spread at lightning speed, affecting your revenues positively or negatively depending on the nature of the publicity.
One survey found, for example, that 85% of consumers trust online reviews as much as personal recommendations. Positive reviews influence 74% of consumers to trust a local business more, while 60% are less likely to patronize a business in response to negative reviews.
“Buyers in all industries (including B2B customers) are using digital content and online search to make their purchasing decisions,” notes Ryan Erskine in Forbes. “Even startups seeking investment must worry about what their investors find online. (But) companies that use the tools at their disposal are the ones that will find their online reputation most accurately reflects the narrative they prefer.”
Fortunately, both positive PR and constructive responses to less positive PR can be spread quickly and efficiently when …