CREATE ONLINE REPUTATION POLICY FOR A SPECIFIC BRAND AND ELABORATE A CONTINGENCY PLAN TO PREVENT A REPUTATION CRISIS.

Suggested approach:

Start with a brief definition of reputation management.

How can a positive reputation benefit an organization/individual?

1. Introduction of the brand and justification of choice

2. Discussion of key elements included in the proposed policy with justification of choice.

An ORM policy for a specific brand should include:

SET OF OBJECTIVES

KEY MEDIA MONITORING

These may include a variety of media such as:

- Paid media

- Owned media

- Earned media: the publicity that bloggers, the press, influencers and reviewers are giving without sponsorship

CRISIS CONTINGENCY PLANNING: there are 3 stages of crisis management (pre-crisis planning, response, and aftermath).

The policy should include key suggestions of how to prepare for a crisis response, focusing on actions to be taken in respect to online communication.