This means that readers of the reviews would perceive that a consumer had used the applications and had been satisfied, without knowing the review had been internally generated. This practice is drastically unethical and tarnishes the reputations of PR practitioners.

Nowadays many people seek the endorsement of peers through reviews online to make purchases, which is why that practice is deceptive. I’d be interested to find out if there are any legal ramifications to the agency’s actions. But I think this situation leaves many companies wondering how you can ethically influence conversations and reviews generated via consumers while remaining transparent, and how your PR agency can help you with this.

Communities form when like-minded individuals come together to share ideas and ask questions about topics of interest. Very simply, with or without the help of an agency, a company can monitor for mentions of its brand or company online – there are many services out there capturing that data. It can also locate industry-specific conversations. An agency can help identify where those conversations are happening, common themes, tonality and more.

The company can then enter the conversations transparently, and an agency can help counsel on the most effective ways to touch consumers. Thanking purchasers of a product, offering advice and technical support, correcting inaccuracies and stirring dialogue go a long way in creating a loyal and enjoyable client experience. In addition, influencing true brand evangelists will propel consumer endorsement both on and offline much further in the long run.

Real brand devotion comes from trust in the brand and product – something that the agency and its clients may find out the hard way when consumers learn the products they bought based on unbiased reviews weren’t all that unbiased after all.

What are some other ways that companies can harness the power of online conversation to drive brand endorsement? What companies are doing a great job of this? And are paid positive reviews now part of this?

Rachel Kay

photo credit: Justin Baeder