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APPENDIX B: TOTAL COSTS TO HIRE AN EMPLOYEE This is a hypothetical example of bringing a junior-level public rela- tions specialist on as an employee. The more experienced the hire, the more the salary will be. Costs Estimated Salary and benefits (example) Proposed salary Benefits $50,000.00 Medical Dental $10,000.00 Vision $2,000.00 401 K $1,000.00 Subtotal $5,000.00 $68,000.00

142 Edward M. Yang Administrative Costs Hours Calculating benefits and salary (cost/hour) 2 $100.00 Working with IT to develop workspace 0.5 $42.50 Contracting with re- cruiter/headhunter $5,000.00 Advertising for position $300.00 Screening résumés 4 $200.00 Interviewing candidates First interview 2 $250.00 Second interview 1 $125.00 Final interview 1 $125.00 Mileage and entertainment Credit/background/refer- $100.00 ence check Test for controlled sub- $150.00 stances Relocation/moving costs $75.00 Subtotal $2,000.00 Orientation/training $8,467.50 In-house training on com- pany applications 6 $210.00 Training programs with vendor $600.00

RepGold 143 Administrative Costs Hours Additional office equip- ment $500.00 Tech support 2 $70.00 Subtotal $1,380.00 Total hiring costs $77,847.50



INDEX AdWords, 52 19, 20, 21, 23, 25, 26, 27, 29, 32, Amazon, 2, 73, 74 33, 34, 35, 39, 40, 41, 44, 46, 49, brand, 2, 6, 8, 9, 10, 11, 15, 17, 20, 50, 51, 52, 53, 56, 57, 58, 59, 60, 61, 64, 65, 66, 67, 68, 70, 71, 73, 22, 23, 27, 31, 36, 37, 51, 55, 60, 74, 76, 77, 78, 79, 81, 82, 83, 89, 62, 69, 70, 73, 74, 84, 96, 97, 101, 95, 96, 97, 101, 115, 117, 118, 102, 118, 127 119, 120, 122, 127, 128, 129, 132, common sense, 19, 23, 24 134, 135 Communications Decency Act, 47, 80 Google Alerts, 96, 97 Complaints Board, 33, 34, 41 Google My Business, 2, 3, 34, 57, 58, corporate communications, 2, 12 59 customer service, 8, 18, 19, 24, 27, 29, Google Places. See Google My 37, 38, 44, 83, 84, 85, 86, 87, 90, Business 91, 92, 93, 95, 136 Instagram, 28, 55 earned websites, 28 interviews, 12, 21, 99 e-books, 73, 74 J.C. Penney, 71 e-commerce, 70, 73, 74 libel, 47 Facebook, 2, 22, 23, 28, 34, 53, 55, link building, 20, 59, 61, 70, 71, 72, 115, 122, 128 76, 118, 120 Firecracker PR, 4, 52, 56, 59, 65, 76, LinkedIn, 28, 29, 42, 55, 122, 123 105, 119, 121, 126, 149 online complaints, 10, 36, 42 Gates, Bill, 21 online reputation, ix, 1, 3, 4, 6, 7, 8, Google, 2, 3, 5, 6, 7, 8, 12, 13, 14, 15,

146 Edward M. Yang 9, 10, 12, 15, 18, 19, 20, 22, 23, Ripoff Report, 2, 3, 9, 26, 32, 33, 34, 24, 25, 27, 37, 38, 57, 63, 64, 65, 48, 49, 68, 80, 81, 82 66, 68, 70, 71, 74, 76, 80, 90, 96, 97, 115, 135 SEO (search engine optimization), 4, online reputation management, 61 18, 19, 20, 21, 24, 33, 41, 49, 51, Online Reputation Score, 97 56, 57, 59, 60, 68, 70, 78, 95, 96, ORM. See online reputation 111, 112, 115, 118, 119, 128, 132, management 133, 134, 136 ORS. See Online Reputation Score owned websites slander, 47, 65, 80, 82 pay per click, 51 social media, 1, 6, 11, 12, 18, 19, 23, Pinterest, 28, 55 Pissed Consumer, 2, 9, 26, 28, 30, 68, 28, 29, 35, 42, 55, 56, 65, 97, 109, 80 122, 123, 128, 129, 136 PR, 13, See public relations surveys, 21, 22, 37, 88 press releases, 11, 21, 53, 54, 55, 108, thought-leadership articles, 21 110, 111, 112, 113, 114, 117, 118, Total Online Reputation, 3, 7, 13, 15, 125, 138 17, 18, 23, 24, 32, 98 public relations, 2, 3, 10, 12, 18, 21, TripAdvisor, 2, 25, 28, 85 29, 55, 63, 64, 65, 76, 83, 96, 100, Tumblr, 56 108, 109, 111, 114, 118, 119, 120, Twitter, 2, 23, 28, 55, 65, 67, 69, 122 121, 124, 125, 126, 128, 133, 136, UPOD, 87, 88 143, 149 WhoIs.com, 42, 43 publicity, 101, 102 Wikipedia, 6, 22, 49, 74, 75, 76 RepGold tips, 33, 40, 42, 43, 45, 52, wire services, 111, 114, 115, 116, 117, 53, 55, 57, 59, 60, 61, 67, 75, 82, 118 92, 96, 104, 109, 113, 115, 117 word of mouth, 2, 8, 10, 11, 19, 24, reputation, 33, 96 35, 94 Yelp, 2, 8, 9, 11, 25, 28, 34, 85 YouTube, 12, 26, 28, 29, 42, 44, 59, 61

ABOUT THE AUTHOR Edward M. Yang is founder and Managing Partner for Firecracker PR, an award-winning public relations and marketing agency based in Orange County, California. With over two decades of experience advising companies ranging from Fortune 500 brands to tech startups, Yang has been published in outlets such as Entrepreneur.com. Yang was born in Pullman, Washington, and spent time living in Van- couver, Canada, as well as Taipei, Taiwan. He earned his Bachelor of Arts degree from the University of British Columbia, and his MBA from the Paul Merage School of Business at the University of California Irvine.