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Mitigating Risk. Online Reputation Management. Purpose. This short course is intended for those responsible for: • Risk /Crisis Management • Corporate Affairs • Corporate Governance • Compliance • Investor and Stakeholder Relations • PR, Corporate Comms and Branding - PowerPoint PPT Presentation
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Mitigating RiskOnline Reputation
Management
PurposeThis short course is intended for those responsible for:
• Risk /Crisis Management• Corporate Affairs• Corporate Governance• Compliance• Investor and Stakeholder Relations• PR, Corporate Comms and Branding• Marketing and Advertising• Organisational Behaviour
What is Reputation Risk?
• Reputation risk is the risk that presents itself when a product, activity, or posture by an organisation or its members smears the brand and image of the company locally or internationally.
• Loss of confidence by key stakeholders in the companies long-term ability to fulfill its goals and objectives.
Sink or Swim?• Your reputation is everything. It drives your customers to buy products, it assists your suppliers and empowers your employees.
• Most of all it creates brand advocates that live and breath your company.
Four Major Risk Area’s• Strategic
• Operations
• Finance
• Compliance
Understanding Reputation• What is Reputation?
• What drives reputation?
• Opportunities and threats?
• What are the impacts of a crisis?
• Building a business case for a systematic approach to online reputation management.
Reputation Risk• How does online reputation risk develop and manifest?
• How does this impact the business?
• Four ways how to define, analyse and mitigate risk.
• The importance of social media reputation policies.
Case StudyWhat makes reputation vulnerable.
• BP Deep Water Horizon
• Queensland Police
• Qantas
Online AssetsWhat are the consequences of not owning your online assets?
• YouTube
• Tumblr
Associated press Tweet that took down wall street.
Mitigating Reputation Risk• Analysing Reputation Risk.
• International best practice to mitigate and respond to risk.
• Practical tips to predict and counter reputation risk before any damage is done.
Measuring and Monitoring • Why measure and monitor?
• Early warning systems and Indicators?
• Tools such as Hootsuite are essential in order to monitor brand sentiment.
Reputation Incident & Management• Business continuity in the event of a crisis.
• The importance of getting on the front foot.
• How to respond to a crisis event.
• The importance of crisis communication plans.
• Dealing with stakeholders and media.
Framework• Three building blocks for developing a reputation risk framework, Monitor Analyse, Respond.
• The controls necessary to mitigate reputation risk.
• Design and implement Reputation risk management framework – a tool to govern the strategies, protocols and procedures to protect reputation.
Protection and Defence• Corporate Governance.
• Organisational Behaviour.
• Being vigilant.
• Reporting.
• Do’s and don’ts of working with stakeholders such as the news and media.
Advocacy• How to create, protect and repair online reputation.
• Develop online advocates.