Prepare for a Reputation Assessment

Agency service and decision guide

Use this checklist to gather the queries, URLs, profiles, evidence, owners, and business context our agency needs to scope a useful reputation assessment.

1. Define scope

• List company, product, leader, location, and common misspelling queries.
• Define country, language, device assumption, and review date.
• Name the business owner, reviewer, and escalation contacts.

2. Capture search and platform evidence

• Record the first two pages for every priority query.
• Capture news, images, video, maps, review sites, forums, and AI answers where relevant.
• Save URL, title, source, position band, date, sentiment, accuracy, and actionability.
• Verify ownership and accuracy of important profiles.

3. Classify each issue

• Accurate fact, opinion, factual error, outdated information, mistaken identity, policy violation, privacy exposure, or legal question.
• Score visibility, credibility, velocity, potential harm, and ability to act.
• Mark the evidence needed before responding.

4. Select and assign actions

• No action or observe.
• Resolve the underlying customer issue.
• Respond publicly once, then move private.
• Request a factual correction at source.
• Use an eligible platform, privacy, or legal channel.
• Create or improve a genuinely useful authoritative resource.

5. Measure the next review

Set an owner and due date for every action. Repeat the same query set monthly or quarterly, depending on risk. Track source mix, issue velocity, response time, resolution, and useful business outcomes. Start the implementation with the 90-day strategy.

Frequently asked questions

How often should I run a reputation audit?

Use a monthly or quarterly cycle for stable situations and a much tighter cadence during an active issue. Keep the query set and date so results are comparable.