Find Our FAQs: Blue Ocean Global Technology

Your brand’s reputation is how others feel about your brand—and those others can be anyone from potential or existing customers, partners, vendors, the media, stakeholders, shareholders, and the public at large. Every aspect of your business can have an impact on your brand reputation, including:

• Your customer service, from your in-store experience to your call center and how easy it is for customers to return products or share feedback on a service.
• The quality of your goods or services.
• The professional (and personal) life of any member of your team, especially your CEO, and other key leaders.
• The causes and nonprofit organizations you support.
• What your business publishes on social media and web.
• Content shared publicly about or referencing your company, including unfavorable press and client reviews that may or may not be true.

Following the COVID-19 pandemic, your brand reputation is more vulnerable than ever. In our increasingly interconnected global society—where a single tweet or social media post can be amplified through a viral hashtag and become front-page news in a matter of hours—companies must understand the importance of maintaining a positive brand reputation.

It can take years to grow a solid customer base and a trustworthy business reputation—but only moments to watch that reputation crumble. And rebuilding a brand reputation is even more difficult than building it from scratch because you’re trying to dig out from a negative position rather than starting the process from zero.

Stated simply, professional reputation management companies focus on creating a favorable online presence that best represents the good will, trust and relationship capital you have offline accurately on the internet. This likely includes publishing and ranking positive news and existing digital assets, while also downplaying the negative search results where required. This is accomplished by applying a keen understanding of the factors that search engines—specifically Google—use to rank the most relevant and high-quality information. Achieving results requires a flexible process for continuous optimization of your brand’s content on search engine results pages (SERPs). Reputation management companies use many strategies, including:

Search Engine Optimization (SEO): The ongoing process for raking content on specific keywords that define your business, including your name and goods or services you provide.

Content development: Content is still king, and it’s essential that you regularly feature quality, relevant content on both websites that you own and in earned media.

Social media management/monitoring: Even if you aren’t active on every social media channel, it’s crucial that you own your social media profiles to avoid confusion and monitor what others are saying about your business on these platforms.

Negative results: If there are negative search results about your business, a reputation management firm can help develop strategies that promote positive content for counteracting what is harmful or defamatory

Your brand reputation is one of the most valuable—if not the most valuable—elements of your business—which is why it’s surprising that so many companies decide to risk their brand reputation, leaving themselves completely vulnerable to crisis.

The first step to protecting your brand reputation is monitoring what is being said about your company online. The name of the game here is breadth, so we recommend that you monitor at least the following for your company, key employees and primary competitors:

• Google search results
• Google news results
• Google image results
• Social media results (Facebook, Twitter, Instagram, TikTok, Pinterest, Snapchat, etc.)
• Review sites (Google, industry-specific review sites like Yelp, TripAdvisor, G2Crowd, Avvo etc.)

There are several viable free and paid tools to help automate some or all of the monitoring process. Even then, the reporting received requires human interaction for understanding the initial input, interpreting results and determining the most appropriate course of action. And how often should you review monitoring results? Crisis communications case studies would suggest daily—to be able to see potential issues brewing before they turned into large problems or heated conversations—but this may not be practical for most busy companies, with research showing that many review quarterly at most.

Instead, savvy businesses prefer to entrust their most valuable business asset to a professional reputation management firm. A reputation management firm keeps intelligent eyes on the pulse of your online reputation with diligent monitoring, communication and optimization.

Team members at your company cannot always successfully manage or control what others say about your business—so if there is a negative review, an erroneous Facebook post, or an unflattering blog, you may want to consider a reputation management company with experience in a wide range of situations, including how to effectively contact the author or publishing website to request the removal and deindexing of a particular link. Naturally, there are many considerations that dictate which solutions may be the right fit.

In some situations, the best way to deal with negative search results is to promote positive results about your business—things like case study blog posts, numerous positive reviews, testimonial-driven social media posts, and other types of media to highlight your success or expertise. Your reputation management firm will work with you to develop a strategy and supporting content to counter the negative and defamatory results. Ensure that the team you engage continuously optimizes the positive content and tweaks the initial plan when results materialize.

Fixing a business’ reputation is a multi-step process that you must be willing to tackle with humility and determination.

The first step is figuring out what went wrong—what was the specific source of the issue? Was this a long-term issue with the slipping quality of your products or an acute problem with an inappropriate or controversial comment by your CEO?

• Next, publicly acknowledge what happened and what you are doing to fix it. Apologize openly on social media. Use all of the channels available to you—your website, social media, press releases and advertising to amplify the message that you’re making this change.
• Ensure that, in your statements, you’re putting your customer and their needs first. People’s natural inclination is to wonder, “What’s in it for me” and they will be even more suspicious if you’ve recently stumbled. Ensure that communication is genuine and your focus is in the right place.
• Follow through on your commitment. Prove to your customers that you’ve fixed the problem and you’re serious about resolving it. For example, if the problem was product quality, reach out with post-purchase quality surveys to document your progress; if the problem was an insensitive public remark by your CEO, highlight positive press and build an educational campaign around a new initiative or social impact.
• Get in front of the next issue. Open up communication lines with your customers and your employees to identify potential problems before they cascade into crises.

Fixing a bad business reputation can feel overwhelming. Your dedicated reputation management firm will help guide you through the process of rehabilitating your business reputation.

Brand reputation management is one of the most important and foundational aspects of your business strategy. Chances are, your business is either neglecting it or doing it wrong. If so, it does so at its peril, in terms of both profits and its future.

No, Reputation Management services are not only permissible to brands but also extend to personal reputation. Personal reputation becomes extremely important if one works at high profile field like lawyers. In such cases, Reputation management companies provide services which include brand reputation management as well as personal reputation for lawyers or related fields.

Digital transformation involves four primary areas: people, processes, customers, and offerings.

First, a company’s people are at the heart of the business and also at the heart of that business’s digital transformation. Getting buy-in from all stakeholders is vital, from company leadership to front-line employees, so that everyone feels invested in the plan and its success. Technology should be thought about in a way that empowers all a company’s employees to have the information and tools they need to serve customers most effectively.

Second, optimizing processes is a huge part of digital transformation because optimization supports a business’s people, allowing them to work smarter and focus their time and talents on high-value tasks. Technology that can automate and alleviate repetitive tasks reduces the chance of error and allows employees to shine.

Third, engaging, delighting, and surprising customers should be a business’s primary focus, and a successful digital transformation will allow that to happen more easily. With the right technology in place, a company can deploy targeted campaigns, test personalized messaging and offers, track results, and optimize future campaigns, constantly improving the customer experience.

Fourth, a business should continually look at its product or service offerings through the lens of digital transformation. Technology improves rapidly, and innovation happens quickly. So what improvements can a company make to its offerings? To determine this, businesses can be proactive in assessing their offerings, anticipating their customers’ needs and wants, and harnessing the available technology to improve their products or services

In many situations, artificial intelligence (AI) should be a part of digital transformation. Why? Two words: big data.

Every day, businesses collect a staggering amount of data—personal data, transaction data, demographic data, behavioral data, and so on. Multiply those bits of data for each person who browses and each person who buys, 24 hours a day, seven days a week, and one can easily see how the amount of data produced can quickly become overwhelming. Looking at this customer data as a whole and discerning any kind of meaningful pattern or trend is nearly impossible.

This is where AI comes in. AI is perfectly suited for analyzing massive amounts of data and identifying patterns and trends within it. Although it might not be able to reveal the why behind a specific pattern—for that, the trusty human brain is needed to draw conclusions—it can pinpoint, for example, the segment of a business’s customer base that is most opportune for growth

Numerous trends have emerged in the realm of digital transformation, from AI and machine learning to multi-cloud architecture. However, we see the following as three of the top trends for the year ahead:

• The continued democratization of technology: The more people within an organization who can use technology to accomplish their goals—without IT intervention—the more effective and efficient that organization can be. As vendors continue to focus on delivering innovative solutions that enable non-technical users to take advantage of highly complex technology through intuitive, user-friendly, self-service interfaces, employees will be empowered to autonomously make smarter decisions.
• An upswing in customer data platforms (CDPs): Businesses today collect an incredible amount of data about their customers at a variety of touchpoints—in stores, via call centers, through email, online, and so on—but aggregating all this data into a 360-degree view of the customer has been difficult. This is where CDPs can help. CDPs provide a single source of customer information, allowing business units across an enterprise—from customer service to marketing and sales—to have a holistic, comprehensive view of a specific customer’s every interaction with the company at their fingertips. We expect investments in these platforms to continue to grow.
• Automation: Savvy businesses are always looking for opportunities to use technology to optimize processes—not only can it help streamline operations, but after the initial investment, it can also reduce costs and enhance productivity. We anticipate that companies will continue implementing technology to automate parts of their operations that will allow employees to focus on higher-value, more important tasks.

Digital transformation benefits project management in two primary ways. First, the tools being used on a project are continuously updated to be their most efficient and effective. Cloud Computing and online communication mean that location and distance are no longer obstacles for effective remote collaboration, and Big Data allows companies to adjust to their projected needs. Additionally, the application of digital tools and products provides wide-ranging flexibility for dealing with any unexpected roadblocks encountered in development.

Second, digital transformation reduces, and in some cases, can completely eliminates the risk of project outcomes becoming obsolete in the future. Because the framework is continuously updating, the project can remain consistently at the cutting edge of technology long after it has been launched.

What digital transformation contributes to business models is the capacity for continuous change. Many executives know that they must adapt to new business environments, and adaptation is a core feature of digital transformation. Because a business model that incorporates digital transformation will subsequently be digital “down to the bone,” the company will be able to function much more quickly and efficiently, and improve continuously over time.

Prior digital changes to a business could involve, for example, updating the company’s software, purchasing new design tools, and improving logistics strategies. Once digital transformation has been implemented, such tasks are performed continuously and automated where possible. The concept is similar to the difference between an encyclopedia and Wikipedia. With an encyclopedia, you have to buy a new edition whenever the previous one becomes outdated, whereas the pages of Wikipedia are continuously, and often instantly, updated as new information becomes available.

A business’s digital transformation often involves every level of management and requires the commitment of those in leadership positions from the top down. Typically, a head technology officer such as a CTO or similar will oversee the project and integrate the efforts of all departments as the new way of doing things is implemented. This oversight is necessary because when digital transformation fails, the primary reason is most often uneven implementation or an unwillingness on the part of certain departments to participate.

Digital transformation is often achieved through the creation of a long-term, multistage plan, with each stage involving tracked goals and benchmarks. Changes to such elements as digital tools, payroll and invoicing systems, network structures, and the like are implemented and tested, and all the departments involved are kept in continuous contact with the internal and/or external people who are enacting the changes. That way, any factor that slows progress can be quickly addressed and problems solved immediately.

Like the internet was before it, digital transformation is the future. Many businesses, especially those in the technology sector, either have already adopted this business model or were created with it from day one. As a result, companies that ignore or fail to implement digital transformations are putting themselves at risk.

For the business industry as a whole, digital transformation presents an incredible opportunity to improve efficiency, automate tedious and wasteful processes, and be stronger competitors in their sector. Additionally, digital transformation allows companies to be more agile, capable of adapting to changing business conditions with relative ease.

Digital transformation can greatly improve a business’s efficiency, from its hiring practices to logistics and customer service. Integrating Artificial Intelligence and Big Data provides businesses with insights into their customers’ needs and interests. Most importantly, the flexibility that comes with being “digital first” allows any company to quickly and skillfully transition into new functions that cater to what their customers want. This in turn creates spectacular growth opportunities for agile companies.

Additionally, a digitally transformed business can integrate automation into such departments as billing, payroll, and customer service, meaning that employees can be reassigned to more useful, complex duties that make better use of their talents. Employee satisfaction and productivity rise, while the tedium of certain repetitive tasks is eliminated.

A business can develop a digital transformation strategy in-house or using outside expertise. Doing so in-house can give a company greater control over the process. After all, the business knows best what it wants. But recruiting the necessary expertise and training current employees in the digital transformation process can be difficult, which tends to slow down the transformation process.

For most businesses, hiring an outside consultant is often the best choice and offers the greatest value. An outside consultant is able to more objectively analyze a company’s digital transformation needs, develop an overall strategy for the transformation, and implement the necessary changes, step by step. Additionally, a consultancy that specializes in digital transformation will have the deep expertise needed to ensure that the process is executed correctly the first time.

Not all experts are created equally—and when it comes to expert witnesses, state and federalcourts have specific rules about who can be considered an expert witness.

In a federal court, the Federal Rules of Evidence deem that a qualified expert witness is someone who “is qualified as an expert by knowledge, skill, experience, training, or educationmay testify in the form of an opinion or otherwise if: the expert’s scientific, technical, or other specialized knowledge will help the trier of fact to understand the evidence or to determine a fact in issue; the testimony is based on sufficient facts or data; the testimony is the product of reliable principles and methods; and the expert has reliably applied the principles and methods to the facts of the case.”

In layman’s terms, the difference between an expert witness and a non-expert witness comes down to opinion. Expert witnesses are generally asked to give their expert or professional opinion on a situation. In contrast, non-expert witnesses can only testify about facts—what they directly saw or heard—not about their thoughts or opinions.

Often considered one of the most critical elements of civil and criminal cases, expert witnesses are an integral part of the court system. An expert witness is someone that the court has determined is qualified to provide information and explanation to the jury to understand the case better. And as you may imagine, it takes specialized skills, training, education, and experience to be considered an expert witness.

At the time of the trial, the expert witness must be qualified by the court, and qualification is not a one-time event; each time the expert witness will be offering his/her opinion on a case, they must be requalified anew, regardless of any expert witness history.

The expert witness must always remember that their highest obligation is to the court, regardless of which party is paying their fee.

The expert witness is in the courtroom to provide their independent, expert opinion on the matter at hand. Their top priority is always to provide their truthful, impartial opinion—regardless of if their opinion benefits the party paying their fees. Additionally, the expert witness may be expected to provide a written report for the court attesting to their opinion and findings.

However, there are also a number of things that expert witnesses are NOT expected to do. Expert witnesses are not in court to advocate or argue for a particular side or a specific outcome for the case, nor are they there to give an opinion on anything outside of their narrow area of expertise. Additionally, expert witnesses are not there to advise what evidence or information should or should not be presented to the jury.

Under U.S. law, an expert witness is someone whose opinion on a specific matter before a court of law is considered “expert” by the court because of that individual’s education, scholarship, and/or overall experience. Any testimony or evidence given by the expert witness is called an “expert opinion,” is submitted to the case as evidence, and can be rebutted in court by witnesses, conflicting evidence, or other experts.

Different countries have different standards for who can qualify as an expert witness and what the person can testify about. In the United States, each state has its own laws or guidelines about expert witness testimony in its state and local courts.

Additionally, while some expert witnesses may testify as an “objective” witness for the court’s and the jury’s benefit, individual parties in a court case can hire or consult with their own experts to prepare reports for the court or to testify, to provide information or argument on a client’s behalf.

An expert witness report, whether intended to be submitted directly to a court or used for the benefit of one party in a case, is a written summary of the expert’s examination of and opinion on the case at hand. It typically includes the expert’s qualifications and experience, often with a CV, if applicable, along with a list of cases for which the expert witness has previously testified.

The report lists all the documents and evidence the expert reviewed in preparing the report, along with an explanation of why the expert witness’s opinion is applicable to the case. The expert outlines the development, analysis, and justification of their opinion of the case. The report typically ends with the expert’s opinion on the matters of judgment and damages, if applicable.

Ultimately, the report is either used by legal counsel to form arguments for their client or submitted to the court as evidence.

Compensation for expert witnesses varies widely, depending on the nature of their contribution to a case, the amount of time and effort involved, and various other factors. Expert witnesses are typically compensated on an hourly basis but are sometimes paid an overall fee instead if the work is performed on a “per project” basis. Expert witnesses might also be compensated for research time, costs, and other expenses involved in providing their opinion.

For example, an expert witness might be paid $400 per hour for research and testimony, in addition to having their travel and lodging expenses reimbursed. Or they might be paid a lump sum of $10,000 for all work involved in the development of their expert opinion on a specific case. Again, costs can vary widely and depend on individual circumstances.

Technically speaking, anyone can become an expert witness as long as their qualifications as such are accepted by a court. By recognizing someone as an expert witness, a judge essentially makes them an expert witness.

In practice, a person can be an expert witness only if they have significant knowledge and experience in a specific field, whether through scholarship and study, a lengthy professional career, or similar circumstances.

To become an expert witness, an individual must present their credentials as an expert witness to the court, and the presiding judge must recognize them as an expert witness. An expert witness must be re-qualified every time they are to be presented as such in a court of law.

Specific restrictions are placed on what an expert witness can and cannot testify to. Expert witnesses are permitted to give their opinions only on matters for which they are deemed qualified as having expertise. This distinction is very important in circumscribing what is often heavily weighted testimony.

Expert witnesses are a specific exception to the “hearsay rule.” Traditional witnesses can testify only to what they know and have experienced and are not permitted to speculate about hypotheticals or report third-party testimony. Expert witnesses, however, may discuss hypotheticals and other “hearsay” matters, as long as those matters are within the purview of their expertise. For example, an expert witness who is a surgeon can discuss hypotheticals within a medical malpractice case, including background and contextual information, as long as their testimony does not extend beyond that subject.

That said, expert witnesses must take an oath to testify truthfully and obey all court rules and procedures, such as respecting the “chain of custody” when handling and examining evidence.

In addition to qualifications to substantiate their opinions, expert witnesses need several different skills to be effective. Expert witnesses must be able to clearly and concisely present to a court issues that are often complex and difficult for a layperson to understand. Any expert witness who wishes to maintain their credibility must also be able to speak truth to power, providing their honest, good-faith opinion on the matters before them, even if the person or law firm that hired them would prefer a different conclusion.

Additionally, the ability to testify in court with confidence and to answer difficult or loaded questions from opposing counsel on cross-examination are valuable skills for any witness, but especially for an expert witness. The expert’s opinion often carries a great deal of weight in complicated legal proceedings, and that responsibility must be taken seriously.

Typically, an expert witness is someone whose level of scholarship, knowledge, or professional experience in a specific or specialized field allows them to provide testimony—their “expert opinion”—before a court of law on the evidence or circumstances of a criminal or civil case. A court must recognize this person as a qualified “expert witness” before they can testify as such.

Less formally, an expert witness’s qualifications will usually include previous experience as an expert witness, the ability to communicate complex ideas clearly, and the capacity to justify their expert opinion in the circumstances and evidence of the case in combination with their own experience in their specialized field.

Expert witnesses can be sued only under very specific circumstances. Traditionally, witnesses brought before a court are immune from liability, even if they make a mistake in their testimony. This is to prevent witnesses from being discouraged from testifying by the threat of a lawsuit from the opposing party. That said, expert witnesses who knowingly present false information under oath are subject to charges of perjury, just like any other witness testifying in court.

Additionally, recent court rulings have allowed suits to be brought against expert witnesses who are negligent or fraudulent in their professional duties. A lawsuit against an expert witness is typically undertaken only when that witness commits a provable act of malpractice or other fraud. Indeed, some law firms have sued their own expert witnesses for breach of contract after discovering that the witnesses were lying or presenting fraudulent evidence to the court. Expert witnesses cannot be sued simply for giving evidence or forming an expert opinion that the opposing party disagrees with. The expert opinion might be challenged in cross-examination, however, or be rebutted with evidence or additional expert witness testimony.

Police officers can be called as expert witnesses to testify either strictly on matters of law enforcement or on other police-related matters where the court recognizes their expertise. They are not permitted to testify about legal matters or the minutiae of the law (that is the purview of lawyers). Although law enforcement officers can form conclusions based on evidence presented in a case in their “expert opinion,” they cannot make statements as to a defendant’s guilt or innocence, given a defendant’s right to a fair trial. Police officers acting as expert witnesses will often testify on police procedure, rules of arrest, or correct steps for gathering evidence.

Additionally, even police officers who are not recognized as expert witnesses by a court can testify to certain things because of their training and experience. Traffic police, for example, are often extensively trained to accurately recognize the speed of a moving vehicle, usually within a few miles per hour, without the use of equipment such as a radar gun, and courts will generally recognize that estimation as evidence, depending on the circumstances.

When a dispute or charge comes before a court, that court has a duty to weigh the evidence presented so it can come to a fair decision. Yet justice can be served, only when the parties weighing the evidence have a sound understanding of it. Often, the subject matter of a case falls far outside the realm of common knowledge, and an expert is needed to assist the court in fully understanding the key information involved.

In most such circumstances, an expert is charged with providing unbiased analysis and opinion, from their perspective as a qualified specialist, that illuminate the facts of the case. Once an expert’s opinions and reports have been presented to the court, they are typically treated as evidence—and can therefore have considerable influence over the outcome of the case.

Public relations has four main objectives: creating brand awareness, building credibility in the public eye, maintaining positive relationships, and influencing attitudes toward a brand. Strategies to efficiently and effectively achieve these objectives rely on good communication practices and the right communication channels. Once achieved, these objectives go a long way toward maintaining a competitive edge and a stellar reputation in the industry.

The 4 P’s of public relations are publicity, public perception, promotion, and persuasion. These four elements are closely tied to the practice of public relations. They create an approach that helps campaigns run seamlessly and elevate their effectiveness.

Publicity is about communicating messages to the public, which helps increase brand recognition and awareness. What follows is public perception, how people view your brand image, and what they think about it. Based on their perception and your brand’s reputation, promotion helps elevate this image and build on brand awareness to reach new audiences. Persuasion, one of the most crucial factors, is implemented within the communication process. This determines how the audience perceives your message and how they will respond to it.

Effective strategies are essential for any successful business. Public relations strategy, when implemented correctly, can produce benefits for the sustainability of your business. This includes, but is not limited to, credibility for your brand in the public perception, a strong influence on customers’ purchasing decisions. Your products and services will be preferred when your business has a strong presence and good reputation. This ultimately leads to opportunities for growth, expansion, and an increase in profits.

Advertising differs from public relations in a variety of aspects. The first is the strategy behind the two. While advertising’s end goal is to generate more revenue for a business, public relations seeks brand awareness and reputable perception. The two focus on influencing customers’ purchasing decisions, but they have two different strategies and timelines to achieve that. For public relations, success is determined by the credibility its strategy has built over a long period, gaining the trust of the target audience. On the other hand, success in advertising is determined by gaining exposure and generating sales.

Public relations focuses on the relationship of your brand with stakeholders. It aims to engage, influence, and maintain a positive reputation in the public eye. This may entail anticipating public opinions and attitudes to any issues that may arise in the status quo. Public relations focuses on communication and its effective practices in the messages conveyed to target markets. This includes managing the course of action, dealing with crisis communications, and analyzing potential ramifications with the brand’s credibility and reputation in the center.