Building Reputation 1st September 2009

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A presentation that Dwayne Alexander did at the 7th Annual Media Relations Conference in Wellington on 26th & 27th August 2009

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  • Building Reputation 1st September 2009

    1. 1. Building Reputation During Uncertain Times The 7 th Annual Media Relations Conference Dwayne Alexander 26 th August 2009 Wellington
    2. 2. Outline of Session <ul><li>Defining the problem </li></ul><ul><li>The three pillars of building reputation </li></ul><ul><ul><li>Start within. </li></ul></ul><ul><ul><li>Substance / content. </li></ul></ul><ul><ul><li>Communication </li></ul></ul><ul><ul><ul><li>Internal </li></ul></ul></ul><ul><ul><ul><li>External </li></ul></ul></ul><ul><ul><ul><li>Tools </li></ul></ul></ul><ul><li>Conclusion </li></ul>
    3. 3. Building Reputation in Uncertain Times? <ul><li>Reputations -made & lost- pre & post Enron, pre-financial tsunami and will continue to be “made” mid to end of financial tsunami. </li></ul><ul><li>Some have maintained credibility, others have suffered </li></ul><ul><li>March 2009 McKinsey Quarterly survey of senior execs </li></ul><ul><ul><li>85% said public trust in business has deteriorated. </li></ul></ul><ul><li>2009 Edelman Trust Barometer 62% of respondents across 20 countries say they “trust corporations less now than they did a year ago” </li></ul><ul><li>Survey of 25000 US consumers -88% said reputation of corporate America was either “not good” or “terrible” </li></ul>*Niki Crauford Ceo IoD in NBR
    4. 4. <ul><li>Wikipedia </li></ul><ul><li>Reputation is the opinion (more technically, a social evaluation) of the public toward a person, a group of people, or an organization. It is an important factor in many fields, such as education, business , online communities or social status. </li></ul><ul><li>Oxford </li></ul><ul><li>noun : 1 .the beliefs or opinions that are generally held about someone or something. 2 a widespread belief that someone or something has a particular characteristic: his reputation as a talented lad. </li></ul>Issues, Crisis Management, CSR?
    5. 5. Uncertain Times- What’s Different? <ul><li>Credibility takes time to build, trust takes time to develop </li></ul><ul><li>But it can be lost overnight. </li></ul><ul><li>Recessionary times are an advantage only because many people are so pre-occupied with surviving that they forget to or simply can’t compete </li></ul><ul><li>First of all – deliver on your promise- help fix a problem. </li></ul><ul><li>Not enough to solve problems </li></ul><ul><li>Own this in the minds of prospects & stakeholders –positioning. </li></ul><ul><li>If you do this, then its possible to scale your business. </li></ul>Google Tangibilizes Reputation
    6. 6. These Days That Means Deliver... <ul><li>And on ... </li></ul><ul><li>Words stand for actions & reputation </li></ul><ul><li>In real life </li></ul>Actions speak louder than words
    7. 7. Building Credibility & Reputation What are the Pillars? Talent, Time, Determination. Persistence, Practice,10 000 Hour Rule * * Malcolm Gladwell
    8. 8. What does my business stand for? Is this still relevant (vs. competitors) for my customers? What problems does my company solve? What’s happening in my industry sector? Do I have a plan? Can I tell a story? Who can I inspire to help me along the way? How can I keep in touch with my audience? Who in my company has invested 10 000 hrs?
    9. 12. Content ? <ul><li>Having original people,products,process & idea strategies </li></ul><ul><ul><li>following through on them, but doing it better. </li></ul></ul><ul><li>Be open to standing out, showing opinion leadership and accepting criticism </li></ul><ul><li>Stand for something- even if this makes you / your company un-popular with some segments </li></ul><ul><li>As long as your “content”, “attitude”, “behaviour”, “reputation” suits your intended audience. </li></ul><ul><li>Many people / businesses are afraid to stand for something... </li></ul>
    10. 13. What Factors Contribute to Building Cred In Uncertain Times? <ul><li>Traditional Media </li></ul><ul><ul><li>Ever shrinking pool of “traditional” journalists </li></ul></ul><ul><ul><li>Overworked, understaffed </li></ul></ul><ul><ul><li>Smaller mags/newspapers/less space </li></ul></ul><ul><ul><li>Patience,cut-through, relationships </li></ul></ul><ul><li>New Media </li></ul><ul><ul><li>Growing number of online editors & bloggers </li></ul></ul><ul><ul><li>Thirsty for quality spam free targeted content </li></ul></ul><ul><ul><li>Gaining audience </li></ul></ul><ul><ul><li>A little experimentation </li></ul></ul><ul><li>Company/ You </li></ul><ul><ul><li>The story </li></ul></ul><ul><ul><li>The timing </li></ul></ul><ul><ul><li>Ability to manage crisis </li></ul></ul><ul><ul><li>Ability to manage issues </li></ul></ul><ul><ul><li>Engagement with your brand </li></ul></ul><ul><ul><li>Ability to satisfy existing clients, attract new, manage cash flow and keep up npd, r&d </li></ul></ul><ul><ul><li>Ability to share ideas/ write? </li></ul></ul><ul><ul><li>Ability to help journalists / bloggers with stories </li></ul></ul>
    11. 14. Reputation is built in several, repetitive 1-1 inspired situations and then shared...
    12. 15. Internal Comms <ul><li>An informed, engaged & proud team goes the extra mile- because what you do reflects on them. </li></ul><ul><li>Do you build excitement from within first and get the team involved in initiatives? </li></ul><ul><li>Do you empower the team to engage customers and make important decisions </li></ul><ul><li>Do you celebrate regularly – even the little things? </li></ul><ul><li>Do you praise openly and chastise in private? </li></ul><ul><li>Are your team active online? Are you organised to leverage this? </li></ul>
    13. 16. External :Your Communications Toolbox….. VNR (video news release) Competitions Advertorials Stunts Surveys Interviews Press briefings Conferences Product launches Events Press trips Photography Radio interviews Audio features White papers Newsletters Brand publications Internal communications Stakeholder relations Stunts Guerrilla activity Brand ambassador activity Reputation Management Press releases Crisis Management Media relations Investor relations TV interviews E-consultancy.com
    14. 17. Has got even bigger….. VNR Competitions Advertorials Stunts Surveys Interviews Press briefings Conferences Product launches Events Press trips Photography Radio interviews Audio features White papers Newsletters Brand publications Internal communications Stakeholder relations Stunts Guerrilla activity Brand ambassador activity Reputation Management Media & Blogger Releases Crisis Management Media relations Investor relations Online media centres Online media relations TV interviews Online monitoring Stakeholder mapping Social media releases Search Engine Optimised Releases Search Engine Optimised brand publications Podcasts/Vodcasts Social Search Social Tagging Social Networking Virtual World events Social Networking events Folksonomies Online surveys Blogger relations Corporate/Brand blogs Internal blogs WIKI’s Crowdsourcing Internet radio RSS feeds Widgets Social network APIs Webchats Webcasts Skypecasts Tagged photography Mashups Viral Forums/Boards/Comments Social Bookmarking Infographics Microblogs (Twitter) Online surveytorials Online Reputation Management Adapted from E-consultancy.com Speaking Opportunities Seminars/ Events Write Opinion Pieces Client Testimonials Industry Associations
    15. 18. Simply Put -Communicating Virtuous circle
    16. 19. The Importance of Networking Building Reputation begins and ends with 1-1 Communication
    17. 20. <ul><li>When you give a referral, you give away a piece of your reputation – if it’s a good referral it helps your reputation, if its a bad referral , it really hurts... </li></ul><ul><ul><li>78% of consumers trust peer recommendations </li></ul></ul><ul><ul><li>50% of people trust editorial </li></ul></ul><ul><ul><li>14% trust adverts </li></ul></ul>
    18. 21. Looking Closer at Social Networks? <ul><li>Linkedin.com, Twitter.com, YouTube,Facebook etc. </li></ul><ul><li>Many “traditional” business people can believe </li></ul><ul><ul><li>These are intimidating time-wasters </li></ul></ul><ul><ul><li>Would prefer “real” networking </li></ul></ul><ul><li>Actually –these technologies are enablers- help you get in contact, get face to face and keep in touch so that you have meaningful exchanges </li></ul><ul><ul><li>Good excuses to pick up the phone and chat too </li></ul></ul><ul><ul><li>Create “a coffee” </li></ul></ul><ul><ul><li>Can be used as a “rolling newsletter” on what’s happening in your immediate network – provides opportunities to sincerely be a part of successes and professional lives of your contacts </li></ul></ul>
    19. 22. Leveraging Media Links & Implied Endorsement <ul><li>1. Add a simple one liner underneath your e-mail signature </li></ul><ul><li>2. Create an “ In The Media ” section on your website and add each media link , along with other client testimonials. </li></ul><ul><li>3. Use the “ ShareThis ” regularly- Twitter, Facebook, Linkedin etc. </li></ul><ul><li>4. e-mail newsletter , utilize the media links in the copy in an authentic way . </li></ul><ul><li>5.Utilise the shared links on to create relevant conversations with people. An idea, especially an inspired one, shared in the media is the perfect excuse to create a “ good old coffee ” with someone who has been meaning to do business with you. </li></ul><ul><li>6. Ensure that your profiles are up to date on social media. Recommend other people on Linkedin.com etc. </li></ul>
    20. 23. Dr. Paul Winton Principal Temple: Capital Investment Specialists e: paul.winton@templeinvestment.com w: www.templeinvestment.com p: +64 9 8899370 m: +64 21 766581 -Temple helps your company make complex capital investment decisions- - ASB Business TV – How to boost your capital productivity - Unlimited Magazine – Tender Promises: building tomorrows internet infrastructure
    21. 24. David Newport Switch Business Ltd t:   (09) 377 7735 m:   (021) 304 414 f:    (09) 377 7725 e:    [email_address] a:   45 Chancery Street, Auckland Central p:   PO Box 4442, Shortland Street, Auckland 1140 w.   www.switchbusiness.co.nz The New Zealand Herald   How to prepare your business for sale The New Zealand Herald “ The Business ” section ’ s Gill South talks with Switch Business owners about the opportunities in the marke t
    22. 25. Conclusion <ul><li>The rules have not changed dramatically in 100 years – how to build reputation </li></ul><ul><ul><li>Do what you say. Do it better than others. Help people and companies with their problems, be recommended by others. </li></ul></ul><ul><li>The tools have changed! </li></ul><ul><ul><li>Traditional media- is getting smarter online </li></ul></ul><ul><ul><li>New media is adding a multiplier of speed to your efforts. </li></ul></ul><ul><li>Combining 1-1 opportunities with the above and keeping at it consistently will assist you to build reputation – even during uncertain times </li></ul>
    23. 26. Thank You Dwayne Alexander [email_address] www.alexandercommunications.co.nz www.twitter.com/goalgetter www.livemygoals.com www.google.com/profiles/dwaynejamesalexander www.facebook.com/dwaynealexander 021 324463 09 522 5541

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