Yes, apparently that is a new word, even if the folks at Webster's haven't entered it into the dictionary yet as a verb. To "google" is to use that highly respected and very efficient search engine to see what has been written about an organization, individual, or topic. Anyone familiar with computers and the power of the Internet knows that, by simply typing in a few words to give Google a clue what you are looking for, any number of possibilities will pop up to help you with your search.

When you enter your organization's name, you will find all sorts of things mixed together. First may be the official description -- perhaps a profile in something like Hoover's Online. Then you may find material from your latest annual report. You'll be pleased to see mention of some of your recent good news - press releases about new/improved products or services, new hires and promotions, naming of the Employee of the Month, mention of your civic activities and corporate philanthropic donations.

But - uh-oh - there's that notice about that tragic incident that occurred at your facility five years ago, or a press release posted by an organization not friendly to you (environmental or labor activist, etc.), or an article about your industry that happened to mention you in passing. There even may be links to chat room discussions -- which usually are not set up because people like you! Negative stories can build in "blogs" that can gain so much momentum that they get noticed by the mainstream media.and suddenly, there is a reporter in your lobby.

There are a number of organizations which make it their business -- for a fee -- to do a thorough Internet scan of everything that's being said about companies and other organizations. They investigate all sorts of venues, including major news sites as well as chat rooms and discussion boards. If they find something, they will "push" you an e-mail to alert you where to find what is being said.

If you don't want to pay for this service, I would HIGHLY recommend that you make it the official responsibility of one of your employees to do a "Google Search" at least once a week. The main point here is that you cannot combat rumors and misinformation or deal effectively with real issues that have arisen if you don't know what is being said about you. The longer something circulates on the web, the more people hear about it, the more tarnished your reputation can become and the bigger the hole you have to dig yourself out of!

There is wisdom in being proactive in this arena. Be systematic in your approach - have someone spend a bit of time every Monday morning, for instance, researching what is being said about you in the increasingly popular communications vehicle of the Internet. You may not be happy to read some of the things that are being said, but you will be better off knowing about it so you can possibly nip a crisis in the bud or at least prepare yourself before the media comes calling for a response.

Until next month...KEEP COOL!

Copyright (C) 2004 JCH Enterprises

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