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Building your reputation strategy. Keeping your reputation spotless conference, 21 May 2014.

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Dave Massey, head of press and reputation, O2

Dave Massey, head of press and reputation, O2


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  • 1. Dave Massey Head of Press & Reputation Telefónica UK 21st May 2014 Building a robust corporate reputation strategy
  • 2. Four key elements of our reputation strategy Issues Management Social Media Engagement Proactive PR Campaigning
  • 3. 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
  • 4. “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
  • 5. *** *** ***
  • 6. 2/ Social Media Engagement
  • 7. 3/ Proactive PR – a regular flow of news
  • 8. We were missing something……..
  • 9. 4/ Campaigning ‘Outside – In’ - Reflecting the news agenda
  • 10. We found our sweet spots Digital Skills Data Privacy Youth Unemployment
  • 11. 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
  • 12. Planned proactive moments Digital SkillsData Privacy
  • 13. Thank You