Peak Positions SEO Logo 231-922-9460

Crafting an Effective Online Reputation Management Crisis Management Plan

December 20th, 2023

On internet review platforms, safeguarding your brand’s online reputation is paramount. A well-thought-out Crisis Management Plan for Online Reputation Management (ORM) can be the difference between weathering a storm unscathed and facing irreparable damage. In this tech tip we want to go over the steps you can take to prepare for any reputation management issues and the best practices for improving your brand overall.

Crisis Management Plan Guidelines

Computer Screen Showing Online Reviews

Risk Assessment: Identifying Potential Threats

Conduct a thorough risk assessment to identify potential threats to your brand’s online reputation. Utilize monitoring tools to analyze social media, review sites, and other online platforms. Categorize risks based on severity to prioritize responses.

Monitoring and Detection: Real-Time Vigilance

Implement monitoring tools such as Google Alerts and social media listening tools for real-time tracking of brand mentions. Establish key performance indicators (KPIs) to gauge the effectiveness of your online reputation management efforts.

Here are some of the monitoring tools we help clients with every day, that you can incorporate into your online reputation management process:

  • Google Alerts: Google Alerts is integral to online reputation management as it provides a real-time monitoring solution for individuals and businesses. By setting up alerts for specific keywords, such as brand names or relevant industry terms, users receive immediate notifications about online mentions.
  • Reputology: Reputology is another tool closely tied to online reputation management, offering businesses a platform to monitor and manage customer reviews across various online review sites. Similar to Google Alerts, Reputology allows users to track mentions of their brand, products, or services. It consolidates customer feedback from platforms like Yelp, Google, and others into a centralized dashboard, providing a comprehensive overview of the online reputation.
  • Meltwater: Meltwater is a comprehensive media intelligence and social listening platform that plays a crucial role in online reputation management. Unlike Google Alerts and Reputology, Meltwater offers a broader range of services, including monitoring social media, news, and other online sources to provide businesses with valuable insights.

Internal Communication Protocol: Organizing the Crisis Management Team

Designate a crisis management team, defining clear roles and responsibilities within the team. Establish a chain of command for streamlined decision-making during crisis situations.

Preparedness Training: Ensuring Team Readiness

Regularly conduct training sessions for the crisis management team, simulating crisis scenarios to ensure preparedness. Train team members on communication best practices and response protocols.

Response Plan: Crafting Effective Responses

Develop pre-approved response templates for common scenarios. Establish guidelines for responding to negative reviews, social media attacks, or other crises. Clearly outline steps for addressing the issue, issuing apologies if necessary, and implementing corrective actions.

Here are some examples you can follow to handle negative online feedback:

Negative Review on a Review Site:

Example Response: Dear [Reviewer’s Name],

We appreciate your feedback and are genuinely sorry to hear about your experience. Our goal is to provide exceptional service, and it seems we fell short in your case. We would like the opportunity to make things right. Please reach out to our customer service team at [contact information], and we’ll do our best to address your concerns.

Thank you for bringing this to our attention.

Sincerely, [Your Company]

Social Media Attack:

Example Response: Hi [User’s Name],

We’ve noticed your concerns and understand the importance of addressing them. We’re here to resolve any issues you may be experiencing. Could you please direct message us with more details so we can investigate further and find a solution? Our commitment is to ensure every customer has a positive experience with our brand.

Thank you for your patience and understanding.

Best, [Your Social Media Team]

Allegations or False Information:

Example Response: Hello [Audience],

We have come across recent statements circulating online, and we want to address them directly. The information being shared does not align with our values or the facts. We are committed to transparency, and we are currently investigating the matter. We appreciate your trust in us and will keep you updated on our findings.

Thank you for your understanding.

Best, [Your Company]

External Communication Strategy: Choosing the Right Channels

Identify key spokespersons for the brand and establish a protocol for issuing official statements. Determine the appropriate channels for communication, whether through press releases, social media, or the company website.

Legal Considerations: Navigating Legal Implications

Consult with legal counsel to understand legal implications and limitations. Draft legal disclaimers for use in public statements and develop a process for escalating legal matters if needed.

Monitoring Post-Crisis: Learning from Experience

Continue monitoring online sentiment post-crisis. Evaluate the effectiveness of the response and make necessary adjustments to the Crisis Management Plan based on lessons learned.

It encompasses monitoring engagement metrics, such as reach and sentiment analysis, to gauge the public’s reaction. Tracking issue resolution rates and response times provides insights into the efficiency of the resolution process. The quality of the response, including clarity, professionalism, and appropriateness of tone, is paramount. Assessing ongoing social listening and conducting post-resolution surveys contribute to a comprehensive understanding of customer satisfaction and the overall impact of the response. By analyzing these factors, businesses can iteratively enhance their strategies for managing and improving online reputation.

Continuous Improvement: Staying Ahead

Schedule regular reviews and updates of the Crisis Management Plan. Stay informed about industry trends and new potential threats, adjusting the plan accordingly to address emerging challenges.

Documentation: Keeping a Record

Maintain detailed records of all crises and responses. Document the resolution process for future reference and analysis. Use insights gained to enhance the overall reputation management strategy.

Safeguarding your brand’s reputation is critical. A well-constructed Crisis Management Plan for Online Reputation Management (ORM) isn’t just a strategy; it’s a vital aspect of effective reputation management. For expert assistance, contact Peak Positions today to secure your reputation online.


Our SEO firm is comprised of a world class team of qualified coders, web designers, developers & SEO copywriters who strive to bring clients the highest quality SEO services in the industry.

Free Website Audit
Top 20 SEO Company Worldwide
  • Dell Logo
  • Ferris State University Logo
  • Sony Logo
  • Primerus Logo
  • Detroit Medical Center Logo
  • Tenet Health Logo
Contact Us

Peak Positions SEO
10850 East Traverse Highway, Suite 2290
Traverse City, MI 49684