0
Valérie Michaux
SENIOR CONSULTANT
@FINNbe
Eneco, Matexi, Tignes, Villeroy&Boch, Pfizer,…
Establish and maintain a
beneficial
relationship with the communities in which they
operate





Donations & Contributions
Employee Volunteerism
Community-based programs
Relationships with civic, professional a...
1 shop
LOL
892 shops
$151 billion revenue
Research & Belief:
“Consumers are influenced by a company’s
community reputation.”
CR encompass how a company
the community

in
 Improved corporate reputation
 Improved employee morale and loyalty
 Ability to preserve/enhance the company’s
license...
1. Build relationships
2. Develop procedures to anticipate & respond
3. Focus on the community’s concerns
= Persuading people to engage in socially
responsible behaviour, which may rebound to
the benefit of the company.





Permeable boundaries
Interactions with diverse others
Flatter, more complex hierarchies
Individuals switch linkag...
“Students were more likely to report
similarities on brand personality when they
knew there was a sponsorship link”
Source...
“When event and brand are matched (functional
or in image), transfer process is enhanced”
Source: Kevin P. Gwinner & John ...
Did we deliver something of value to you in this
presentation?
Please share it with your friends @FINNbe
And of course, fo...
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
Webinar Community Relations (FR)
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Webinar Community Relations (FR)

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Pourquoi des organisations aussi connues que MSF décident-elles de travailler avec des jeunes dans ses actions de communication ? Pourquoi Omega Pharma décide de se lancer dans du sponsoring d’événements cyclistes ? Parce que cela renforce leur notoriété auprès d’un public cible. C’est ce qu’on appelle le Community Relations, qui permet d’améliorer la réputation d’une entreprise et même le moral et la loyauté des employés en interne.

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Transcript of "Webinar Community Relations (FR)"

  1. 1. Valérie Michaux SENIOR CONSULTANT @FINNbe Eneco, Matexi, Tignes, Villeroy&Boch, Pfizer,…
  2. 2. Establish and maintain a beneficial relationship with the communities in which they operate
  3. 3.     Donations & Contributions Employee Volunteerism Community-based programs Relationships with civic, professional and nonprofit organizations
  4. 4. 1 shop LOL
  5. 5. 892 shops $151 billion revenue
  6. 6. Research & Belief: “Consumers are influenced by a company’s community reputation.”
  7. 7. CR encompass how a company the community in
  8. 8.  Improved corporate reputation  Improved employee morale and loyalty  Ability to preserve/enhance the company’s license to operate Source: Barbara W. Altman, Boston College
  9. 9. 1. Build relationships 2. Develop procedures to anticipate & respond 3. Focus on the community’s concerns
  10. 10. = Persuading people to engage in socially responsible behaviour, which may rebound to the benefit of the company.
  11. 11.     Permeable boundaries Interactions with diverse others Flatter, more complex hierarchies Individuals switch linkages between multiple networks
  12. 12. “Students were more likely to report similarities on brand personality when they knew there was a sponsorship link” Source: Kevin P. Gwinner & John Eaton, Journal of Advertising
  13. 13. “When event and brand are matched (functional or in image), transfer process is enhanced” Source: Kevin P. Gwinner & John Eaton, Journal of Advertising
  14. 14. Did we deliver something of value to you in this presentation? Please share it with your friends @FINNbe And of course, follow FINN on Facebook
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