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Last week, I had to dig deep into a new client’s background — fast. They were in the middle of a substantial PR crisis, and time was not on our side.
In the past, I would’ve turned to Google and manually sifted through page after page of results. I’d look at their website, news mentions, social media activity, reviews and even obscure forum posts. The goal was always the same: get a full picture of who they are, how they operate and what’s already public that could help — or hurt — their reputation.
Doing that kind of research the old way
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