Celebrity Reputation Management
Image is said to be everything especially when you are a public figure or a celebrity. How you get to handle your image and the perception that you get to create in the mind of the masses can either have a positive or negative impact on your individual life or career. Celebrity reputation management is critical for politicians, artists, musicians, actors and other public figures as they are more likely to get into crisis than others.
Having a mechanism for reputation management on how they can build their personal brand and also get back on track in case of any perceived crisis is critical and worth considering. Celebrity reputation management involves web and social media monitoring, search engine reputation management, reaction to the various mentions online and execution of proactive strategies with the aim of creating an environment that attracts fans and followers.
Social media is a great celebrity management tool as it creates an environment that’s interactive therefore providing the celebrity with the opportunity of connecting with followers and fans as they share updates on their career and life. The social media environment can also be complex and chaotic while also providing a powerful voice to the masses. As much as celebrities can choose to utilize the platform effectively in a beneficial way, there is also a high potential of danger that may arise depending on how use of the platform is managed.
In this era of instant notifications, fake news, and distrust from fellow celebrities, the work of PR professionals is quite clear. In the recent past, we have witnessed a number of celebrity actors, journalists and others losing their jobs as a result of controversial statements, sexual harassment allegations alongside other public missteps. It takes a formidable celebrity reputation management team to be able to come up with strategies that effectively manage such situations.
The fast paced nature of the news cycle and the widespread use of technology have in a great way impacted the social platform and that demands for effective brand management and crisis communication if the celebrity’s image is to be viewed as credible. Many times celebrities may find themselves in the midst of a crisis and some might be of their own making while others could be controversies created by others with the aim of denting their public image.
Given the huge opportunities that come with being a celebrity such as endorsements by major brands, a lot of emphasis should be given in ensuring that there is a celebrity reputation management in place if one is to effectively manage such eventualities. Negative press has the potential of preventing one from landing some lucrative endorsement deals, starring roles in blockbuster movies, record deals for musicians and other great career opportunities. Engaging a celebrity reputation management helps with tackling some of the challenging scenarios that may arise and also restoring balance to the celebrities search results and legacy.
It takes an expert move if one is to repair damaged online reputation especially for a person who is always on the spotlight. Celebrity reputation management is therefore critical for the A-List stars, the well known professional athletes, directors, entertainers, and others. Apart from being normal people, celebrities are also global brands with influence that transcends there geographical landscape. Their status therefore demands for a level of upkeep that’s almost similar to a corporation which means they are equally vulnerable to similar reputation issues that also affect the major brands.
Working with celebrity reputation management experts is what can guarantee a comeback especially when recovering from a negative news cycle that went viral, repairing a career that’s ruined or when trying to bounce back from an experience that seems to be insurmountable.
How Celebrity reputation Management Works
Reputation management is not just about protecting the celebrity’s reputation but also building it. The celebrity management team should therefore have a clear understanding of the desired image by defining how the celebrity intends to be perceived by the audience. They should then use strategies to help maintain and also propagate that image. A good image may mean different things to different celebrities so an individual approach should be accorded towards handling each of the celebrities.
There are those who may need to craft a more positive and compelling public perception, there are those who may want their actions to be portrayed in a specific way, all that requires in depth understanding of the unique needs of the celebrity. Some of the key areas that celebrity reputation management focuses on include;
- Personal branding of the celebrity that doesn’t appear forced.
- Google results management and monitoring
- Wikipedia monitoring and management
- Online mention monitoring
- Crafting a compelling reputation
- Monitoring reputations of other celebrities
Celebrity management reputation focuses on three strategic areas;
Search engine results
This entails use of every available technology including artificial intelligence towards ensuring that negative information about a celebrity is suppressed on search engines. If in case a celebrity issues a public statement that’s to be picked by the news channels, those involved with reputation management ensures that the positive press outranks the negative ones on Google search results.
It also involves ensuring that the positive information about the celebrities stays at the front and the centre of all of search engine results.
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Social media management
This is another important piece of the puzzle that can be molded in a way that enhances the celebrity’s reputation. Social media management is normally focused towards ensuring that the celebrity has a solid hold on their name, their brand and a positive online image. Monitoring the social media platforms is never a small task, it requires sifting the platforms to get a view of the public mood whether positive or negative.
It also involves analyzing the posts for any form of defamation and the appropriate response that should be given. Search for positive information that can be used to leverage and flush out the negative information.
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This focuses on ensuring that hackers, attackers and followers with ulterior motives are kept at bay. Whether it’s old private information that may be dug up with the intention of denting the celebrity’s image or leaked private information; the celebrity reputation management team works towards ensuring that such are effectively handled and kept at bay.
Some of the key areas that are focused on include;
Web and social media monitoring is the most essential part of celebrity reputation management. The internet can be quite unpredictable and also dangerous with people that are always on the lookout for any negative celebrity information that they can exploit. Having an expert team that’s capable of keeping an eye over the web and social media is quite critical.
Once all of the relevant online mentions have been identified whether it’s from the celebrity’s slogan, works, hashtags, campaign or any other source, celebrity reputation management team should then be able to react to them. You can choose to react to those that seem influential and with potential of arousing negative press. Positive mention may require a simple response such as a like or a reply with something that might be interesting.
Reacting to a negative mention can be a bit challenging and requires that you get to judge all of the aspects of the specific situation. Reaching out to forums, blogs or websites that post such harmful information is equally important.
This involves all of the stuff that originate from the celebrities public profiles such as social media posts, PR, articles and such like. The aim is to create an environment that attracts more fans and followers. The information that’s created should be that which captures the attention of the audience and with the potential of going viral however it may get lost within no time.
Proactive strategies also entails creating a positive online image through use of bots, positive comments, fake accounts, posting fake reviews and other grey tactics.
Celebrity search results can be extremely volatile due to the constant influx of fresh content. Whether it’s hitting a club with a friend, making a comment that’s perceived to be racist or even sipping a latte at your favorite restaurant, someone is likely to write the same online and such mentions can either attract a negative trail of reaction or positive ones. Celebrity reputation management requires a crisis level kind of vigilance due to the level of content that gets generated each day.
Any article that’s newsworthy or controversial is more likely to find its way into the celebrity’s search engine results. As shared earlier, search engine reputation management entails pushing down negative information that appear on the first pages of Google and other search engine platforms. This can be done by promoting more positive information that has the potential of getting the negative information from the first page to the lower pages.
It takes a powerful SEO reputation management strategy if the negative information is to slip back. Online celebrity reputation management can be such a multidimensional and complex task however such tasks are somehow similar to what’s done by both small and established business brands. Engaging a reputable celebrity reputation management agency can greatly help with ensuring that the celebrity’s image is positively perceived.
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