Bad Press - Online Reputation Management
- Arnold Shields
- Dec 1, 2010
- 2 min read
Updated: Jun 16
Negative comments online are an unfortunate reality for any business, no matter how professional or diligent you are. But how you respond to them matters just as much—if not more—than the comment itself. At Dolman Bateman, we refer to the “Three F’s” approach when handling online criticism:
Fight – Engage and Respond
“Fight” doesn’t mean attacking the person. It means engaging constructively. Acknowledge the comment, clarify any misinformation, and demonstrate how you're improving your services. In many cases, a calm and professional response can turn a critic into a supporter.
This approach works best when:
The criticism contains factual errors.
The commenter appears reasonable.
You have a clear solution or response.
Tip: Always keep the tone professional and measured—no sarcasm or defensiveness.
Flight – Ignore It
Sometimes, the best response is none at all. If a comment is clearly unreasonable, inflammatory, or spammy, replying may simply give it oxygen. If it’s on a low-traffic page or an obscure forum, it may never be seen by your audience.
Ignore the comment when:
It’s clearly a troll or malicious attack.
It’s buried on a low-ranking site.
Engaging may escalate the situation unnecessarily.
Flood – Bury the Negativity with Positivity
If negative content ranks high in Google search results for your firm, consider a content marketing strategy to push it down. Publish regular, high-quality content—blogs, client testimonials, case studies, media releases, and SEO-optimised pages—that reinforce your reputation and authority.
You should “flood” the internet with positive, relevant content when:
The negative comment appears on the first page of Google.
It's affecting your brand perception or client acquisition.
You want long-term control over your online image.
Combination Strategies Work Best
Often, a hybrid of Fight and Flood is the most effective strategy. Address the issue with professionalism, and then proactively publish content that highlights your expertise and values.
Example: If someone leaves a negative Google review, respond graciously, then encourage satisfied clients to post their own reviews to boost your overall rating and dilute the impact.
Monitor Your Online Reputation
Set up Google Alerts for your firm’s name, key team members, and service keywords. You’ll receive real-time email notifications when new content mentioning your business appears online.
Disclaimer:
The information provided in this article is general in nature and does not constitute personal financial, legal or tax advice. While every effort has been made to ensure the accuracy of this content at the time of publication, tax laws and regulations may change, and individual circumstances vary. Dolman Bateman accepts no responsibility or liability for any loss or damage incurred as a result of acting on or relying upon any of the information contained herein. You should seek professional advice tailored to your specific situation before making any financial or tax decision.
