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The 'Reputation Complex' is a moving combination of various reputational factors, components and drivers that are linked in a close and complicated way. This combination brings with it, for all organizations, equal risks and opportunities – the first to be managed and the second to be exploited in the right manner. MSLGROUP's SVP and Chief Strategy Officer, Pascal Beculer shares his thoughts on the fast transformation of Reputation Management, everywhere in the world, and what it means for our clients and for us.
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The Reputation Complex
t: @pbeucler
“When the winds of change blow,
some people build walls and others
build windmills.”
Agenda
I trust your clients are
asking you many
questions, these days,
like…
…and most importantly: why
Reputation Management is such a
challenge in a world where…
That’s what The Reputation
Complex is:
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What is Corporate Reputation?
•
•
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Why Corporate Reputation matters, today:
•
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Corporate Reputation is what supports Corporate Equity
•
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A fast-changing ecosystem
Reputation Management has to face
a very unfriendly, suspicious,
negative environment
L’air du temps:
Seen in a restaurant
in Berlin
Few years ago, Reputation was a somewhat
elusive intangible asset, in the hands of a
little number of gatekeepers.
Photo from untitlism on Flickr
In a nutshell, we’re dealing with low predictability
Low level of public trust
vs.
High level of people’s
empowerment:
=
RISK ZONE
Reputation as the #1 risk
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Reputation as the #1 risk
•
Reputation as the #1 risk
It takes 20 years to build
A reputation and five
minutes to ruin it.
If you think about that
you’ll do things
differently.
•
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The “post-disintermediation” Age
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From Public Affairs to People’s Affairs.
FROM LOW
INTENSITY
CONTROVERSIES
TO HIGH
INTENSITY CRISIS:
Every issue is potentially global, social, viral.
Photo from Gamma-Ray Productions on Flickr
1. Interplay between mainstream and social
•
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2. Interplay between local and global
photo from h.koppdelaney n Flickr
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3. Interplay between planning and responding
The news curve
The crisis curve
The ‘real world’ crisis
Example: BP
Gulf of Mexico
oil spill
•
The ‘flash mob’ crisis
Example:
Greenpeace vs.
Nestlé KitKat
Example:
Greenpeace vs.
Nestlé KitKat
Government
officials
inspecting road
•
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Why a Command Center matters today
So, what is
it about?
It’s mainly about two essential dimensions:
It’s primarily about articulating the key components
of Reputation today
•
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•
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It’s then about rightly engaging with all stakeholders:
content & relationship
•
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Building & managing a reputation today is
firstly building and managing a content
strategy, then rightly engaging ON IT with
ALL RELEVANT AUDIENCES
A few examples…
Stakeholders today
care about a variety
of topics which are
directly impacting
firms’ reputation:•
•
•
•
Over the past few
years, some
companies which
happened to be at
stake did better
than others,
because…•
•
The Power of a Strong Purpose: IBM
The Power of a Clear Positioning: PricewaterhouseCoopers
The Power of Consistency: Munich Re
The Power of being an Employer of Choice: Dow Chemical
The Power of being a Good Corporate Citizen: Tata Group
The Power of Cultural Leadership: GE
investors clients public
Corporate
Reputation
So, what are the
core pillars?
Purpose:
Corporate Citizenship:
Employer Value Proposition:
Social Openness:
See Coca Cola Enterprises: