Case Study #83:
White label reputation services

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

The issue

Reputation management campaigns and public relations campaigns share a common goal: portraying their clients in the best possible light. There can be overlap between reputation and PR initiatives, with the distinction that reputation management works behind the scenes while PR works in the spotlight. 

Our client, a full-service 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, we work quietly in the background to let our clients enjoy the spotlight — that is the approach Reputation X used with this agency.

Challenges to Overcome

This PR firm had a number of high profile clients that required specialized reputation strategies. The agency was medium sized, which is not large enough to have a dedicated online reputation team. We stepped in to provide the leg work that our client could then brand as their own as they implemented our strategies with their own clients. 

While Reputation X strives to provide transparency to our clients, we also respect their autonomy and trade secrets. We signed a non-disclosure agreement (NDA) with the public relations agency before learning the names of their clients. 

The agency had clients in a variety of industries – one such client 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, and the politician had made some errors in judgment earlier in his career and was attempting to fix search results.

Solution Set

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. 

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

The PR agency had clients with a variety of reputation needs. We worked closely with the firm to create strategies tailored to each of their client’s specific goals, all while remaining completely invisible to anyone outside of the agency.

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.

Interfacing with the PR agency

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 own 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 clients' 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 each 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 campaigns.

Outcome

Reputation X developed a lasting relationship with this PR firm that has spanned 8 years, and we continue to provide high quality reputation management services to them as a white-label reputation vendor. Over that time, we have helped them earn over one million dollars in revenues.

Reputation strategy, design, development, and promotion

Reputation X created reputation strategies specific to each of the firm’s clients' needs. We took into account the client’s industry, reputational characteristics, and goals to develop tailored strategies that the firm could sell as their own services. These strategies were successful in achieving their clients' desired results. 

Sales Support

We worked together with the firm, acting as their in-house specialists, to guide their clients through the sales cycle. This enabled our team to gain intimate knowledge about each client, which we then used to create their unique reputation strategies. 

Reputation monitoring 

Our reputation monitoring services enable our team to keep a close eye on search results to uncover potential issues before they get out of control. We employed monitoring techniques for the firm’s clients to maintain a pulse on their search results both during the project and after. 

 


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