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MANAGING THE CORPORATE REPUTATION
New York, August 23rd, 2011
WHAT?
WHY?
HOW?
BENEFITS
WHAT IS THE REPUTATION OF A COMPANY...
“It is the aggregate impression held by all the stakeholders of a company including employees, investors, the media, the business sector and, of course, its customers and clients…”
“A strong reputation is like a magnet. It attracts customers and clients, investors, the best employees and makes a company more competitive versus other companies…”
Example
WORLD FAMOUS FOR..
•Safety Volvo
•Design Apple
•Baby care Johnson & Johnson
•Sustainability The Body Shop
•Recipe Coca Cola
•Durability BIC
•Innovation Dyson
WHY MANAGE THE CORPORATE REPUTATION?
New trends and developments (globalization, sustainability, digitization, social media, empowered employees, citizens) have resulted in a paradigm shift which will have a huge impact of corporate reputations
Government
Stakeholders
Media Attention
Investment
NGOs
Clients
Talent
Empowerment
Globalization
Social media
Sustainability
Digitization
HOW TO MANAGE REPUTATION?
The right approach: reputation management
Analysis: What is the identity?What is the right communication-mix?
Branding: What is the promise?
Actions: Activities that fulfill the promise
Result: Measure progress
Dialogue: Engage stakeholders1
2
3
5
4
Facilitate dialogue among stakeholders
This requires leadership, strategy and creativity!
Customers, clients, citizens
BusinessNGOs
Build the“Company Promise”
Engage stakeholders in every stage of the corporate branding process
Analysis: What is the right mix?
The reputation strategy will positively influence all aspects of marketing: sharpen its focus, unify stakeholders and optimize available resources
Reputation builds on the mix a company offers:
Performance Perceptions
Reputation
Branding: What is the promise?
The brand is the promise of that value…
Building an authentic, credible, recognizable and relevant identity for all its stakeholders
“Define the most potent benefits, messages, designs and product strengths that will resonate with key audiences”
Create
Develop
Demonstrate
VA
LU
E
Actions: Brand to fulfill the promise
“Communicate your assets and create an image of the future of the city…”
“Run Communications like in a political campaign”
Actions must be coherent with the Brand;Investment, planning, economic plans, promotions, events, advertising, etc…
‘Communication Calendar’‘Themed Message Map’
Reputation drivers
Branding and
positioning
Issues
ThemesMessage &
ProofDevelop calendar
Plan actions
Organizing communications
Measure progress Vision and leadership • Well organized• Appealing leader• Excellent management• Clear vision for its future
Citizenship •Environmentally responsible•Supports good causes•Positive influence on society
Governance
• Open and transparent• Behaves ethically• Fair in the way it does business
Workplace
• Rewards employees fairly• Employee well-being• Offers equal opportunities
Innovation
• Innovative• First to market• Adapts quickly to change
Product/services
• High quality• Value for money• Stands behind• Meets customer needs
Performance
• Profitable• Better results than expected• Strong growth prospects
Benefits of reputation management
For companies•Provides strategic focus based on competitive and
comparative advantages•Fosters a cooperative and unified approach to all
aspects of management •Provides benchmarks and a decision making
framework to build a strong and consistent identity
For stakeholders•Provides a clear vision of a
company•Adds value in stakeholder’s
mind•Reflects well on stakeholder’s
associated with the company• Increases the ability to attract,
recruit and retain talented people
•Generates respect and recognition
•Corrects inaccurate perceptions
•Enhances pride and engagement
THANK YOUFOR YOUR ATTENTION!
ANY QUESTIONS