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Article: Op-Ed: Firms look to search engines to manage reputations.(search engine reputation management, the new panacea)
- Article from:
- PR Week (US)
- Article date:
- August 9, 2004
CopyrightCOPYRIGHT 2004 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Not long ago, a global HR company with operations in five countries suddenly found sales dropping dramatically for apparently no reason.
There had been no significant change in the competitive landscape. The company's PR group had a book full of positive clips. The advertising efforts continued at the same high pace as previously, and the sales team was working as diligently as ever. Company leadership was baffled and understandably alarmed.
It was soon discovered that many potential prospects, having read an article or seen an advertisement, were heading online to search for information on the company via search engines. When searching under the company ...