Birmingham-based corporate reputation and crisis management consultancy Insignia has entered a strategic alliance with US firm TAO Consultants to provide a new online reputation management service.
Insignia founder Jonathan Hemus, former head of crisis and issues at Porter Novelli, said the alliance was formed in response to rapidly expanding demand for proven online reputation management strategies.
“The role of the internet in the gestation and spread of crises and issues is well known, but many organisations still lack the ability to manage their reputation effectively in this new environment,” he said.
“They urgently need expertise and tools which help them take control of their reputation in the online space, and that’s why we’ve partnered with TAO Consultants to offer the new service.”
TAO Consultants, based in Nevada, has experience in online issues management including business marketing and search engine reputation management (SERM), online reputation management (ORM) and internet search crisis management as well as traditional internet marketing and search engine optimisation (SEO).
Insignia and TAO are targeting the service primarily at organisations that find their reputation under fire from online criticism.
“A handful of disgruntled but well-organised and determined customers have the potential to create a lot of negative noise online, drowning out the silent and satisfied majority,” said Mr Hemus.
“The key is to find ways of taking control and ensuring that the company’s messages are heard.
“Working with TAO, we’ve developed a powerful way for organisations to achieve a much more positive profile on-line rather than being submerged under a tide of negativity.
“I’ve seen the success that TAO has achieved with the approach in the States and I’m excited by its potential for European clients.”
According to Chesa Keane of TAO, US demand for these services has grown rapidly over the last two years. “Eighteen months ago, no one had heard of online reputation management, now it’s an essential part of effective crisis and issues management,” she said.