Case study:
PR agency

Reputation X helps PR agencies close deals. 

Reputation X provides white-label reputation management to PR and digital agencies. Here is an example of one relationship.

The public relations agency wanted more than just a software dashboard for monitoring reputation, they needed a full-fledged solution that included strategy, design, development, and promotion that they could sell as their own service.

As an online reputation management company, an approach we take is to work quietly in the background to let our client take the spotlight — that is the approach Reputation X used with this agency.

We work behind the scenes to make PR agencies look great to their clients

Reputation X strives to provide transparency to our clients and respect our clients' autonomy and trade secrets. We signed a non-disclosure agreement (NDA) with the public relations agency before learning the names of their clients. One client of theirs was a celebrity CEO, another a technology executive, and the third a politician, and each one required their own campaign.

The CEO had an exposé written about him, the technology executive had problems with the recipient of his charitable giving, the politician had made some errors in judgement earlier in his career and was attempting to fix search results.


Interfacing with the PR agency

In this case the agency was of medium size, which is not large enough to have a dedicated online reputation team. We provided sales support by participating in end-of-sales-cycle calls with the client acting as their in-house specialists. We then helped the agency craft proposals for each of their clients with no identifying information about Reputation X. The proposals were provided in Google Docs format so the client could easily download the information and edit it into their normal proposal format.

After the PR firm closed the deal

Once the agency closed the deal with their clients we moved quickly to put our plans in motion. Because the Reputation X team had already helped close the sale and provided advance proposal help, we knew the client's issues intimately. We set up online reputation monitoring for each of the clients, and then got to work on strategy documents.

Strategy approval

The agency rebranded the strategy documentation we provided without any Reputation X branding and presented it to the client. We were brought in to provide support over the phone in case the client had technical questions about the strategy, which did happen two or three times. Once the strategy was approved we got to work on each of the three clients.

Execution of the strategy

We worked with a single point of contact within the agency which ensured consistency across campaigns. The plan was developed so that constant improvements and updates could be provided. Each of the campaigns demanded different solutions for different objectives. In one case only a few very high profile articles were produced, which were then promoted by approximately thirty lesser articles providing inbound links. Another client needed five complete websites developed. The last client required that the project be developed in multiple languages, which was carried out by Reputation X.


We have been working with the same agency for many different clients for more than three years and continue to provide high quality reputation management services to them as a white-label reputation vendor.

Reputation management for PR agencies FAQs

What services does Reputation X offer to PR agencies?

As an online reputation management company, an approach we take is to work quietly in the background to let our client take the spotlight. We provide full-fledged reputation management solutions that include strategy, design, development, and promotion that PR agencies can sell as their own service.

What tools are used in white-label reputation management to PR and digital agencies?

Reputation X has provided the following white-label reputation management services to clients. Sales support by participating in end-of-sales-cycle calls. Craft proposals. Set up online reputation monitoring for clients. Develop content creation and promotion strategies.

What are the best ways to combat negative PR?

The first step in dealing with a negative PR campaign is to apologize. Then, you can use this as an opportunity to market your brand as a problem solver. Track positive and negative reviews to keep a pulse on the situation and respond to feedback.


Photo credit: Oleg Magni

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