Posts Tagged ‘reputation management’

Hot Tin Wire online PR service launches

Monday, March 2nd, 2009



Hot tin Roof is launching Hot Tin Wire, a spin off internet division, creating and delivering online PR strategies primarily for the SME sector.

The agency has spent the last 12 months developing the infrastructure and perfecting the skills that will allow it to offer one of the hardest hitting online PR services in Scotland today.

Online consumer and corporate campaigns have already been delivered by the agency for all of its clients including Ryvita Limbos, Spencerfield Spirit and User Vision.

The unprecedented growth of social media over the last two years has changed the media landscape forever. It’s no longer a question of should a company develop an online PR strategy, but how quickly it can start and how it maintains visibility.

Hot Tin Roof has worked in digital marketing since launch, having delivered Ambergreen’s campaign for seven years, positioning the company as one of the UK’s leading digital marketing agencies, pioneering search marketing in Europe.

Sarah Lee, Hot Tin Roof MD explains: “Online PR is fresh, new and exciting. It has matured over the past five years and today UK business is ready for the concept and eager to engage.”

Many companies are now looking to online PR as a more accessible and affordable entry point to public relations. Traditional offline PR that builds reputation and positions a brand has to be sustained over the long term. Online PR can be instant, rapidly raise awareness and deliver results immediately.

There are plenty of stories of bad online PR like the forum discussions that destroyed the Kryptonite bike lock reputation because its brand managers did not monitor what was being said about the brand online.

Lee continues: “And thank you Ryanair for such a monumentally bad response to a blogger last week. Communication like this shows that we all need to become PRs now. Good communication is absolutely essential to the success of businesses online and to the security of brand reputation.”

The key to Hot Tin Wire’s success is taking the traditional PR skills and using them online. Knowing how to communicate a message and what makes a good story is combined with a broad and deep knowledge of the internet.

Hot Tin Wire offers a full online PR service including media monitoring, market research, key message creation, copy writing and online press release distribution. It designs, writes and publishes websites, blogs, Facebook and Twitter profiles, newsletters and podcasts.

Ryanair cancels Online PR departure

Thursday, February 26th, 2009

Online PR is all about openly engaging with key audiences online and promoting key messages about your brand.

Apparently Ryanair wants to engage, but in a hostile, bullying tone towards anyone who doesn’t agree with them. And doesn’t seem to care who knows.

If you haven’t heard the story, it’s absolutely priceless. Web developer Jason Roe posted an article on his blog discussing a possible fault he had discovered on the Ryanair website. While he was trying to change his departure Roe claims he discovered a way to get free flights.

The glitch wasn’t confirmed and no-one responding to the story was able to get flights for the bargain price of £0, but that didn’t stop Ryanair employees jumping to defend their website.

Resembling a cornered dog the responses called the Blogger an “idiot and a liar!” and damn near slandered Mr Roe’s credentials as a developer stating: “…if you would be a serious programmer you would know these things and would not post any of this on the web.”

While Ryanair should clearly have a strategy helping its workers understand the correct procedure for responding to negative coverage online, even more shocking is the official comment from the airline in the wake of this hoo-hah becoming public knowledge.

“Ryanair can confirm that a Ryanair staff member did engage in a blog discussion. It is Ryanair policy not to waste time and energy in corresponding with idiot bloggers and Ryanair can confirm that it won’t be happening again…”

“Lunatic bloggers can have the blog sphere all to themselves as our people are far too busy driving down the cost of air travel.”

!

The fact its staff didn’t consider the repercussions of their scathing posts is a Ryanair failing that could have been prevented. Internal communication is vital and an appropriate, personal and welcoming response to the blog, indicating their thanks for drawing their attention to the issue but ensuring it is under control and taking on board the comments, could easily have been put together.

But surely the worst mistake of all – by defending this communication – Ryanair has opened itself up for a maelstrom of bad press. Ryanair has made it quite clear they have no interest in engaging with “lunatic bloggers”, completely failing to understand the massive influence online authors now have.

Online reputation management is a vital tool for responding and engaging with customers about your brand. By letting such negative comments come out and disrespecting bloggers in the process, no amount of “driving down the cost of air travel” is going to help repair the airline’s reputation. While no stranger to criticism, surely there has to be a comprehensive rethink of Ryanair’s online and offline PR strategy, because quite frankly, this is a PR freak show.


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