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Dave Massey
Head of Press & Reputation
Telefónica UK
21st May 2014
Building a robust
corporate reputation strategy
Four key elements of our reputation strategy
Issues Management Social Media Engagement
Proactive PR Campaigning
1/ Issues Management. We defend our reputation daily
@O2 Why you sponsoring the
Romania film festival. Look at
#Romaniastopanimalabuse.
This is disgraceful!!. Stop this now
http://t.co/voEJX6Vdzv
O2 and Virgin Media adverts censured by the ASA
“The best thing you can do in a crisis is
communicate regularly. The fact that the
O2 PR team has issued an updated
statement at 1am in the morning shows
they are doing all they can to update and
reassure customers.”
Our joined-up approach to a network outage
helped mitigate reputational damage
We followed a dedicated campaigning model
• Daily opportunity spotting
• Morning conference briefing
• Campaign grid of the news agenda,
policy milestones, external events
• Statements, open letters, private
letters, social media rebuttal, blogging
• Coalition building
URGENCY AND SPEED ARE ESSENTIAL
WAR ROOM PLANNED PROACTIVE MOMENTS
• Creating big media moments that build
positive sentiment for the business.
(Consumer & stakeholder)
• Generating credibility and license to talk
about each campaign
• Events, launches, partnerships,
ambassador opportunities, relationship
building, keynotes
DAILY INTELLEGENCE GATHERING: media monitoring, social media, public affairs intelligence
STRATEGIC PLANNING GROUP:
Owns the narrative, messaging and strategic direction