Strategies of Maintaining of PR-Agency's Online Reputation

The paper is devoted to the analysis of strategies of maintaining of PR-agency's online reputation. Reverchuk N.I. in work "Influence of marketing security on the company's business reputation" define online reputation of the company as complex of evaluative ideas of target audiences about the company and its activities, formed in the Internet network on the basis of objective-subjective information. We made analysis of indicators of online reputation of different PR-agencies. As a result of our analysis we proposed the following strategies of maintaining of PR-agency's online reputation: Formation of reputation in the Internet space with the help of SMM and ORM; Correct feedback with SERM and ORM; ability to build a policy of promotion in the top search results of Google, Yandex, Yahoo; work with third-party Internet media; manage the online image of the PR-agency