The internet has a long memory. Don't let it damage your business!

Securing media coverage for your small business or startup is a strong way to boost awareness, attract customers and build your profile as an expert in your field. Stories that elevate your company have two lives. Initially, they give you a quick rush of visibility that you can leverage on social media and with customers. But there’s a long tail as well. Over time, as the number of stories grows, so does the history that media can look back on when researching stories about you. Anthony Caruana and Kathryn Goater, Co-CEOs and Co-Founders, Media-Wize share how to make sure this search history doesn’t come back to bite you!

5 ways to protect yourself and your business from the past

1. Be prepared

Whenever you respond to an interview, issue a media release, or publish something online – even to your corporate blog – make sure it is consistent with previous statements or published company views. A well-prepared journalist will quickly pick up any inconsistency and question why a position might have changed. While there may be a good reason, it is important to remember all facts and statements previously put in the public domain and ensure consistency of message and be prepared to handle any questions that may arise from the past.

2. Vanity searching

One of Media-Wize’s co-CEOs shared a first and last name with someone convicted of some quite nasty crimes. For a while, anyone searching for that person would have been confronted with some horrible news stories. Fortunately, the convicted criminal and the co-CEO do not have the same middle name. But there are cases where someone with the same or a similar name might dominate search results. Be aware of this and ready to counteract any confusion over identity.

3. Know your numbers

For many businesses, particularly in the startup community, valuations, revenues, and other figures are rich fodder for the media. Whenever you quote a figure, make sure it’s correct. And if you are quoting revised number, be prepared with an explanation for why the numbers have changed, especially if there has been a fall in valuation or profitability. Beware the trap of inflating numbers to sound bigger or better than you are. The aim is to demonstrate consistent growth and a positive trajectory over time. Always be honest and transparent as journalists may fact check and verify your claims.

4. Avoid sarcasm or flippancy

It is extremely easy for a quote to be taken out of context. While you may make an offhand remark as a joke, it may be quoted and interpreted differently either by the journalist or their audience. And, if someone searches for your name months or years later, they may see that quote and not understand the fully context. Be careful of the views your share publicly and how different people might perceive them.

5. Clean up your business and personal socials

Old posts and photos on social media can come back to haunt you. Business owners and leaders should ensure that even personal comments that might be considered risqué or edgy or political leanings can be found and used in articles about your business. Go back through posts and photos and remove anything that might paint you or your business in an unfavourable light. Check the privacy settings on your private social media accounts and ensure they are not public. Even images of you from the past or with any associates can be used in media reporting if accessible publicly.

When Split Enz sang “history never repeats” they probably weren’t thinking that the world would be served by a massive network of computers with an almost unlimited memory and search capability. Thinking ahead to how something could be used and interpreted is critical for protecting your business and your personal reputation.

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