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The old adage that “perception is reality” is particularly true in online reputation management. Practitioners know that what’s said online, true or not, frequently influences the public’s perception of their client. Online image cultivation and maintenance has become part of almost all public relations practice, and practitioners continually strive to keep up with what people think about their client.
However, despite ever-increasing PR research sophistication, the core tenet of image management stays the same: a practitioner must know and understand what others are saying about their client. Handling criticisms is part of any good PR practice, and those teaching PR tell students how a practitioner responds to criticism is important because it can help foster a relationship with an aggrieved public.
However, there is a trend in image management that turns this philosophy on its head. In the past few years individuals and, increasingly, organizations have turned away from the PR practitioner and embraced the lawsuit as the most effective means to control, maintain, and cultivate online image....
These cases demonstrate a problematic trend in online image management. While some defamation lawsuits are probably necessary, the expense of lawsuits and the potential for negative media attention are liabilities for any person or organization. The use of non-disparagement clauses in contracts is equally problematic because it allows organizations to squelch criticisms rather than engage with critics. Because of this, PR practitioners need to know four things when dealing with online defamation issues:...
Online reputation management by lawsuit and contract is a worrying trend in business and certainly is not sound PR practice.