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Crisis communications is the act of managing perception of an event. It isn't management of the even itself. It is communicating in a way to minimize damage. Crisis communications is viewed differently by various stakeholders. Attorneys will have the view of saying little to avoid or minimize future litigation. The CEO may have a personal view, trying to save face or retain some semblance of authority. The Board of Directors may be primarily concerned with stock price. One thing they all have in common is a desire to minimize damage.

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Of all the categories involved in managing a business’s online reputation, reputation repair is the one most fraught with confusion.

Humans hate criticism - founded or unfounded. Any sort of negativity directed toward your business—earned or otherwise—holds an immense power to inflict damage in both the present and the future. How you respond can either mollify the situation or exacerbate it, and with the stakes so high, not many businesses can afford a misstep.

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Online reputation statistics change regularly. This guide was last updated December 2018.

If you’re like many Chief Marketing Officers you might lie awake at night wondering when the next emergency will upset your well laid plans. We understand. The online reputation management world smolders with tales of tragedy, falls from grace, and salacious rumors that can destroy careers and entire businesses. As with any threat, a little knowledge can go a long way. 

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Reputation and reviews drive the success of businesses worldwide. Every month, approximately 543,000 new businesses open up. 70% of them survive at least two years, half at least five years, and a third at least ten years. Just a quarter of all new businesses survive for 15 years or more. 

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Which search phrases are killing your business?

Imagine your customer gets your business’s address from a friend, comes to your storefront, and every single negative review from the last ten years is taped to the windows. At the same time, someone on the sidewalk yells through a megaphone, “don’t shop here even if it’s the last store on earth!” while a video showcases old footage of an employee stealing from a customer. Ouch.

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