DEDICATION
v
FOREWORD
ix
INTRODUCTION
1
The Importance of Online Reputation
5
The Total Online Reputation Program
17
Repairing Reputation
31
Short-Term Tactics to Repair Reputation
50
Long-Term Tactics to Repair and Immunize Reputation
62
Immunizing Through Superior Customer Service
82
Monitoring Online Reputation
93
Public Relations
96
Conclusion
133
Appendix A: 104 Ideas for Press Releases
135
Appendix B: Total Costs to Hire an Employee
141
Index
145
About the Author
147
