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MANAGING THE CORPORATE REPUTATION ,[object Object]
WHAT? WHY? HOW? BENEFITS
WHAT IS THE REPUTATION OF A COMPANY ...
[object Object],“ A strong reputation is like a magnet . It attracts customers and clients, investors, the best employees and makes a company more competitive versus other companies…”
Example ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
WHY MANAGE THE CORPORATE REPUTATION ?
[object Object],Globalization Social media Sustainability Digitization Government Stakeholders Media Attention Investment NGOs Clients Talent Empowerment
HOW TO MANAGE REPUTATION ?
The right approach: reputation management Analysis : What is the identity? What is the right communication-mix? Branding : What is the promise? Actions : Activities that fulfill the promise Result : Measure progress Dialogue : Engage stakeholders 1 2 3 5 4
Facilitate dialogue among stakeholders ,[object Object],Customers, clients, citizens Business NGOs Build the “ Company Promise” Engage stakeholders in every stage of the corporate branding process
Analysis: What is the right mix? ,[object Object],Reputation builds on the mix a company offers: Performance Perceptions Reputation
Branding: What is the promise? ,[object Object],[object Object],“ Define the most potent benefits, messages, designs and product strengths that will resonate with key audiences” Create Develop Demonstrate VALUE
Actions: Brand to fulfill the promise “ Communicate your assets and create an image of the future of the city…” “ Run Communications like in a political campaign” Actions must be coherent with the Brand; Investment, planning, economic plans, promotions, events, advertising, etc… Organizing communications ‘ Communication Calendar’ ‘ Themed Message Map’ Reputation drivers Branding and positioning Issues Themes Message & Proof Develop calendar Plan actions
Measure progress ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Benefits of reputation management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
THANK YOU FOR YOUR ATTENTION!
ANY QUESTIONS

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Corporate reputation vmz1

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  • 3. WHAT? WHY? HOW? BENEFITS
  • 4. WHAT IS THE REPUTATION OF A COMPANY ...
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  • 7. WHY MANAGE THE CORPORATE REPUTATION ?
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  • 9. HOW TO MANAGE REPUTATION ?
  • 10. The right approach: reputation management Analysis : What is the identity? What is the right communication-mix? Branding : What is the promise? Actions : Activities that fulfill the promise Result : Measure progress Dialogue : Engage stakeholders 1 2 3 5 4
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  • 14. Actions: Brand to fulfill the promise “ Communicate your assets and create an image of the future of the city…” “ Run Communications like in a political campaign” Actions must be coherent with the Brand; Investment, planning, economic plans, promotions, events, advertising, etc… Organizing communications ‘ Communication Calendar’ ‘ Themed Message Map’ Reputation drivers Branding and positioning Issues Themes Message & Proof Develop calendar Plan actions
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  • 17. THANK YOU FOR YOUR ATTENTION!