How You can use the Search Engines to Fight Bad Press »
Posted on November 26th, 2006 by Justin Seibert in SEM, Search Engines | Leave A Comment

Hope everyone had a great Gobble Gobble. It’s been getting more fun for us recently. For awhile, I was the youngest at our holiday gatherings. Now our extended family has two kids running around and a third that will be next Thanksgiving.

It ocurred to me over the long weekend that when discussing OJ and Kramer last week, I wrote about combatting bad press, but I didn’t discuss concrete examples of how to go about doing it.

One of the first things I would do heaven forbid my company or I were in that situation would be to set up a new search engine marketing campaign with all the major search engines so that when someone searched for any related items that described the company, the incident, and myself, an ad would appear. Remember, it’s important to confront the problem head on. Don’t stick your head in the sand.

Since the ad should be tailored to the incident itself, let’s say a report came out that I was secretly funding the wholesale slaughtering of blind sloth orphans so that I could dine on them for dessert. Whenever someone searched for “Justin Seibert“, “Direct Online Marketing“, “sloth eating“, or any other related terms – especially including the names of prominent tv shows or news articles that reported on the incident – I might put up the following ad:

Sloth Eating
What’s the real truth?
Find out here.
www.SlothEating.com

I purposefully chose to leave out the names of the organization and person so as not to display it for people that hadn’t heard about the story yet and are looking for other information about sloth eating like their dietary habits. I probably, however, would use the names when people searched directly on them.

Also, I set up a new Web site. You could also just use a page on an existing site, but now’s not the time to skimp on $9 Web domain name purchase and $6 per month hosting.

When the person clicked on the ad, he or she would go to my new Web site, which would have a personal message from me either (depending upon the circumstances) apologizing for this tragic mistake or saying that we have been slandered and would just like the real truth to come out. Throw in some lines about press persecution or how you’ve set up a fund to aid the ravaged sloth community and you’re done.

You still should go on the offensive arranging interviews and using other types of advertising media, but paid search marketing should definitely be part of your strategy.

I got bored over the weekend and came up with a lot of great topics this week. Please keep coming back to visit or use our Free RSS feed of the Direct Online Marketing blog. As always, thanks for reading.

TAGS: reputation management

“Kramer” Exchanges Wacky Weird Guy Role for Insane Racist. That’s called a Trade Down. »
Posted on November 20th, 2006 by Justin Seibert in SEM | Leave A Comment

If you haven’t heard by now, Michael Richards who played Cosmo Kramer on Seinfeld lost his mind and started hurling racial epithets at hecklers during a show at L.A.’s Laugh Factory. I’m purposefully linking to a story about it where you can then click on the video instead of the video itself as it contains strong language and will be disturbing to some.

As a former stand-up who never made any money from it and was never even good enough to have a heckler, I find this episode grotesquely interesting and immediately made the leap to how businesses can learn something from it. In no particular order:

1. Kramer is not a stand-up performer, or at least doesn’t have a ton of recent experience in it. It’s a very specialized profession – like forklift sales or search engine marketing. You should be very careful about stepping into a new line of business and make sure you have the expertise to handle the market. Otherwise, you’ll fall into the trap of what Peter Lynch calls di-worsification.

2. You’re going to get criticism. Learn how to handle it appropriately. Whether its bad press, someone yelling at you on the phone, or someone posting negative comments about your business on your blog or others out there in cyberspace, make sure you respond quickly and fairly.

Take a look and see whether the attack is fair, apologize when warranted, (sometimes even if you shouldn’t have to), and take steps to both correct this particular problem and prevent similar problems in the future. AND MAKE SURE THE PUBLIC KNOWS ABOUT IT. Although, I can’t even imagine what kind of spin control will be necessary to try to salvage Richards’ image even after a considerable length of time.

3. Be very aware of your public image. In this instance, Richards was performing a work role, but would the response have been different if Richards had gone on a similar tirade at a waiter and that was caught on film? Have fun, but be sure you and your employees are aware that how you act in public represents the company.

When I was probably 16, I did something really stupid in a public setting one summer. Later that week, the headmaster of my school came down to football practice, yanked me out and berated me in front of all my teammates. I didn’t think so at the time, but he was doing the right thing for the school in protecting its image and the right thing for me.

4. The Web has accelerated everything a million times over. Just as you can find out information within seconds now instead of going down to the card catalog at your local library, bad information spreads rapidly. Michael Richards’ page on Wikipedia already has five paragraphs on this incident and it only happened four days ago. AOL is advertising its news service on “Michael Richards” and just try to count all the articles and parodies of the incident on Yahoo! or Google News.

I could go on – I haven’t even touched the obvious inappropratieness of his comments or the underlying attitude – but this should at least be enough to start a discussion. Comments, as always, are appreciated.

TAGS: michael richards, reputation management, seinfeld