1. Reputation Management
Communicating in an Era of Clutter and Economic Strife
Waynesburg University
Public Relations Student Society of America
April 16, 2012
Stephen K. Dishart, APR
Adjunct Faculty
Baruch College
City University of New York
President
Dishart CCMC, LLC
Communications & Crisis Management Consultants
www.dishartccmc.com
sdishart@dishartccmc.com

2. 2

5. “Men have become the tools of their tools.”
Henry David Thoreau

7. “The medium is the message”
Marshall McLuhan, ca. 1964

8. “The medium is the message”
Marshall McLuhan, ca. 1964
“The MESSAGE is the message”
Steve Dishart, April 16, 2012

9. • W.A.I.T.
• McKinsey Quarterly: Why I’m a Listener:
AMGEN CEO Kevin Sharer

12. Text
12

14. 14
14

15. Say what you believe and
believe what you say

16. 16
16

17. 17

18. “All business in a democratic
society begins with public
permission and exists by
public approval.”
- Arthur W. Page
Source: Roger Bolton, President, Arthur W. Page Society
3

19. ARTHUR W. PAGE SOCIETY
Founded 1983
MEMBERS:
Chief Communications Officers
CEOs Global Public Relations Firms
Academics
Source: Roger Bolton, President, Arthur W. Page Society
4

20. ARTHUR W. PAGE SOCIETY
Mission
To strengthen the leadership role of the
chief communications officer by
providing a dynamic learning
environment, by embracing the highest
professional standards, and by
advancing the way communications is
understood, practiced and taught.
Source: Roger Bolton, President, Arthur W. Page Society
5

21. ARTHUR W. PAGE SOCIETY
The Page Principles
 Tell the truth.  Conduct public
 Prove it with action. relations as if the
whole company
 Listen to the customer. depends on it.
 Manage for tomorrow.  Remain calm,
 Realize a company’s true patient and good-
character is expressed by humored.
its people.
Source: Roger Bolton, President, Arthur W. Page Society
6

22. THE AUTHENTIC ENTERPRISE
Globalization
Digital
Network
Revolution
Stakeholder
Empowermen
t
Source: Roger Bolton, President, Arthur W. Page Society

23. Corporate Communication -
Adapting to Radical Changes
• Globalization -- a quantitative shift in the
globalization of the world economy that has created a
qualitative change in how businesses need to
communicate; Tom Friedman, Joseph Stiglitz
• Web 2.0 - The Media Model -- a transformation in
the adoption, use, and consumption of information
technology;
• Corporate Business Model – The Networked
Enterprise -- an evolution in the nature and purpose
of the public corporation that is both influenced by,
and at the same time, influences the other two forces
at work.
source: Dr. Michael B. Goodman, Professor and Director, MA in Corporate Communication; Director, CCI Corporate Communication International,
Baruch College/CUNY
www.corporatecomm.org 8

25. 25

26. Frank Luntz’s Ten Rules of Effective Communications
1. Simplicity: Use Small Words
2. Brevity: Use Short Sentences
3. Credibility Is As Important As
Philosophy
4. Consistency Matters
5. Offer Something New
27

27. 6. Sound and Texture Matter
7. Speak Aspirationally
8. Visualize
9. Ask a Question
10.Provide Context and
Explain Relevance
Source: Frank Luntz, Words That Work
28

29. Tangible Risks to Corporate
Reputation
• Lawsuits (Domestic/Abroad)
• Negative Media Coverage
• NGO Pressure
• Consumer Boycotts
• Eroding Public Trust
• Negative Analyst Assessment
• Market Punishment
source: Dr. Michael B. Goodman, Professor and Director, MA in Corporate Communication; Director, CCI Corporate Communication International, Baruch College/CUNY
www.corporatecomm.org 132

30. “Plan for the difficult while it is easy.”
Sun Tzu
30

31. Why is this important?

32. Why is this important?
Saving your job

33. Why is this important?
Saving your job
“The MESSAGE is the message”

35. Sources
•Arthur W. Page Society http://www.awpagesociety.com/
– The Authentic Enterprise http://www.awpagesociety.com/
images/uploads/2007AuthenticEnterprise.pdf
•Corporate Communications International: http://
www.corporatecomm.org/
•Edelman Trust Barometer: http://trust.edelman.com/
•Institute for Public Relations: http://
www.instituteforpr.org/
•Corporate Communication, Strategic Adaptation
for Global Practice; Goodman, Michael B. / Hirsch, Peter B.; New
York, 2010
•Words that Work; It's Not What You Say, It's What
People Hear; Luntz, Frank I.; Hyperion, 2006
•The Art of War; Sun Tzu (Author); Griffith, Samuel B. (Translator);

36. Sources (cont.)
• WHY I'M A LISTENER: AMGEN CEO KEVIN SHARER
http://e.mckinseyquarterly.com/
187f59fcblayfousubrqupwyaaaaabxtgqxgcuqgzdayaaaaa
• THE EXECUTIVE'S GUIDE TO BETTER LISTENING
http://e.mckinseyquarterly.com/
19580b676layfousubrqupxaaaaaabxtgqxgcuqgzdayaaaaa

37. Reputation Management
Communicating in an Era of Clutter and Economic Strife
Waynesburg University
Public Relations Student Society of America
April 16, 2012
Stephen K. Dishart, APR
Adjunct Faculty
Baruch College
City University of New York
President
Dishart CCMC, LLC
Communications & Crisis Management Consultants
www.dishartccmc.com
www.sdishart@dishartccmc.com