Snow White and the 7 Dos and Don’ts of Online Reputation Management (ORM)

Alright, buckle up, because we’re about to dissect a real-life ORM disaster, still unfolding, and starring none other than Rachel Zegler and her, shall we say, atrocious approach to promoting the “Snow White” remake. Let’s call a spade a spade. She has flopped on a monumental level. So, I’m going to call this a written masterclass in what not to do.

ORM Don’t Number 1: Don’t Disparage the Source Material (Especially When It’s a Beloved Classic)

Seems obvious doesn’t it? Don’t trash the source material. I’m not an actor, but I feel like this has to be in some sort of 101 class. Zegler’s comments about the original animated “Snow White” being outdated and focusing on a “stalker” romance were, to put it mildly, ill-advised. Alienating the very audience that holds the source material dear is a cardinal sin. If anyone were to ever trash my all-time favorite films, I will fight you. (Die Hard is a Christmas movie!)

• Fact: Nostalgia is a powerful marketing tool. One that is a cornerstone of the entire Disney franchise. Disrespecting it is akin to slapping your target audience in the face.
• ORM Lesson: Acknowledge and respect the history of the brand or product you’re promoting. Even if you’re aiming for a modern take, find a way to honor the past. At the very least, as we all have learned, “If you don’t have anything nice to say, don’t say anything at all.”

ORM Don’t Number 2: Don’t Engage in Unnecessary Social Media Battles

Instead of gracefully addressing criticism, Zegler opted for a series of cryptic and sometimes dismissive social media posts. This only fueled the fire, turning a simmering controversy into a full-blown inferno.

• Fact: Every social media interaction is a public statement.
• ORM Lesson: Respond to criticism with professionalism and empathy. Avoid engaging in petty online squabbles. If you don’t know what to say, go to your PR team. If you don’t have one, hire a professional public relations or online reputation management firm to guide you through the process. Remember, the internet never forgets. 

ORM Don’t Number 3: Don’t Misjudge Your Audience’s Sentiments

Zegler’s comments, while perhaps intended to be empowering, were widely perceived as condescending and tone deaf. She failed to grasp the emotional connection people have with the original film. 

• Fact: Audience perception is the buyer’s reality.

ORM Lesson: Conduct thorough audience research. Understand their values and expectations before making public statements. If you don’t have the time to perform this research, hire a professional or at the very least, don’t talk, text, or tweet!

ORM Don’t Number 4: Don’t Ignore the Power of Context

In the age of viral clips and rapid-fire social media, context is everything. Zegler’s comments  were amplified and distorted, leading to widespread backlash.

• Fact: Sound bites can be weaponized.

ORM Lesson: Be mindful of how your words can be interpreted. Carefully consider the potential for misinterpretation. Again, if you can’t follow the script the agency has provided you, hire someone to work with you on your press tours.

ORM Do Number 1: Do Control the Narrative (Or At Least Try To)

Zegler seems to have adopted a “let it burn” strategy, which is, frankly, baffling. A proactive approach, involving carefully crafted statements and strategic media appearances, could have mitigated the damage.

• ORM Lesson: Proactive reputation management and online reputation management is always preferable to reactive damage control. Develop a crisis communication plan before a crisis hits. 

April’s ORM Advice: If you find yourself in a situation where your brand, company, or you yourself have negative press coverage, stop and assess the situation. If you are not equipped to control the narrative, immediately contact us. We have performed online reputation management for years and are trained in developing a plan within hours and implementing a strategy within days.

ORM Do Number 2: Do Leverage Positive Messaging

Focus on positive aspects of you, your brand, your company, and/or your project. For Rachel Zegler’s case, she could have focused on the film’s diverse cast and modern themes. She could have highlighted the hard work of the production team, and shift the conversation away from controversy.

• ORM Lesson: Emphasize positive attributes and achievements. Build a narrative that resonates with your target audience.

April’s ORM Advice: In addition to shifting the narrative, you need to have content created and published about you, your company and/or brand. This content should focus on anything and everything positive. When you were working in the location for six months, did you donate money? Did you volunteer? What causes do you and/or your company support? Putting out pieces about the positive, also significantly helps to suppress the negative.

ORM Do Number 3: Do Enlist Professional Help (Because, It’s Needed)

Zegler’s situation underscores the importance of professional ORM. A seasoned PR or ORM team could have guided her through this minefield, preventing many of these missteps.

• ORM Lesson: Don’t underestimate the expertise of ORM professionals. They can help you navigate complex situations and protect your reputation.
• April’s ORM Advice: Immediately give us a call. Online Reputation Management is a unique set of digital marketing skills that not many companies possess and PR teams don’t know and understand. You need to have experienced professionals in your corner.

Rachel Zegler’s “Snow White” saga serves as a cautionary tale for anyone, whether you are in the international public eye or even your local one. While may be talented, but her ORM strategy, assuming she even had one, has been a complete failure from the start. 

I hope you all take something away from the seven dos and don’ts of online reputation management. Learn from Rachel Zegler’s mistakes, and remember: in the digital age, your reputation is your most valuable asset. Don’t be the next Rachel Zegler. Contact us immediately.

April Campos

April Campos is the Marketing Director of Operations and digital marketing guru. She has just one question for you: What is AI's favorite type of music? Algo-rhythmic! Thank you! I'll be here all week