1. Is managing Corporate Reputation a must or a nice to have?
VI Debate Regional EACD Lisboa Pedro Cabrita Carneiro | 16 NOV 2010
1
Is managing Corporate Reputation
a must
or
a nice to have?
VI Regional Debate EACD, Lisbon 2010

2. Is managing Corporate Reputation a must or a nice to have?
VI Debate Regional EACD Lisboa Pedro Cabrita Carneiro | 16 NOV 2010
2
The current context we’re faced with is different
The World out there:
• Changing at the speed of a click;
• Markets, Consumers, Costumers and Employees increasingly connected and
engaged in the traditional and social media – no more secrets;
• Increasing distance and lack of confidence versus institutions, politicians,
Government and corporations;
• Credibility of the message sources dramatically changing towards “word-of-mouth”
and personal recommendation;
• Cost reduction, expenditure control, crisis.

3. Is managing Corporate Reputation a must or a nice to have?
VI Debate Regional EACD Lisboa Pedro Cabrita Carneiro | 16 NOV 2010
3
Evidence shows highly reputed companies are fitter
Higher reputed companies suffer less from crisis turbulence and recover faster when
confidence is restored. They enjoy higher benefit of the doubt from its Stakeholders.

4. Is managing Corporate Reputation a must or a nice to have?
VI Debate Regional EACD Lisboa Pedro Cabrita Carneiro | 16 NOV 2010
4
Why does this happen? We’re talking about perceptions.
“A reputação corporativa é a percepção que se tem sobre as acções passadas e
expectativas futuras de uma empresa, e que identifica a sua atractividade para
com os Stakeholders quando comparada com os seus principais concorrentes.”
Charles Fombrun, 1996
Fundador Reputation Institute

5. Is managing Corporate Reputation a must or a nice to have?
VI Debate Regional EACD Lisboa Pedro Cabrita Carneiro | 16 NOV 2010
5
Why does this happen? Behaviors are shaped by perceptions.
Business
Results
Strategic
Goals
Corporate
Initiatives
Indicators of
Support
• Purchase products
• Recommend products
• Trust company
• Support verbally
• Invest in company
• Recommend investment
• Work for company
• Recommend to work
• Products/Services
• Innovation
• Workplace
• Governance
• Citizenship
• Leadership
• Performance
Reputation
Assessement

6. Is managing Corporate Reputation a must or a nice to have?
VI Debate Regional EACD Lisboa Pedro Cabrita Carneiro | 16 NOV 2010
6
How to build a strong Reputation platform?

7. Is managing Corporate Reputation a must or a nice to have?
VI Debate Regional EACD Lisboa Pedro Cabrita Carneiro | 16 NOV 2010
7
What should managers do? Measure and act upon objective info.
• Identify the key Stakeholders for their businesses;
• Assess their perception about company and competitors;
• Align messages, activities or company reality.

8. Is managing Corporate Reputation a must or a nice to have?
VI Debate Regional EACD Lisboa Pedro Cabrita Carneiro | 16 NOV 2010
8
Choose a model and stick to it over time.
Model should…
• have an emotional measure of the relationship as well as provide the evaluation on
a set of rational dimensions/attributes to be acted upon;
• be comparable over time and across geographies, enabling industry, sector and
country analysis;
• always include benchmarks;
• provide definition of the Reputation drivers for the company, industry and country;
• should quantify the relationship between reputational perceptions and supportive
behaviors.

9. Is managing Corporate Reputation a must or a nice to have?
VI Debate Regional EACD Lisboa Pedro Cabrita Carneiro | 16 NOV 2010
9
GRP2010 Portugal Country Results: Reputation drivers.
DRIVERS DA REPUTAÇÃO
EM PORTUGAL, 2010
Produtos e Serviços 18,5%
Governo de Sociedade 16,1%
Ambiente de Trabalho 14,9%
18.5%10.9%
12.7%13.8%
14.9%13.1%
16.1%

10. Is managing Corporate Reputation a must or a nice to have?
VI Debate Regional EACD Lisboa Pedro Cabrita Carneiro | 16 NOV 2010
10
GRP2010 Portugal Country Results: PSI20 Ranking.
2
71,58
70,14
69,12
68,48
67,62
66,41
63,96
63,58
62,28
61,90
1
3
4
5
6
7
8
9
10
EDP Renováveis
Jerónimo Martins
Sonae Com
Sonae
Cimpor
Sonae Industria
Portucel
Teixeira Duarte
EDP Energias
Galp Energia
12
59,42
57,87
57,15
56,34
55,84
54,17
54,15
53,32
11
13
14
15
16
17
18
Millennium BCP
Banco BPI
BES
Zon Multimedia
Brisa
Mota-Engil
Ren
Portugal Telecom

11. Is managing Corporate Reputation a must or a nice to have?
VI Debate Regional EACD Lisboa Pedro Cabrita Carneiro | 16 NOV 2010
11
GRP2010 Portugal Country Results: Supportive behaviours.

12. Is managing Corporate Reputation a must or a nice to have?
VI Debate Regional EACD Lisboa Pedro Cabrita Carneiro | 16 NOV 2010
12
The challenge: Do you really know everything about your Stakeholders?
“We don’t need to waste money on
more research on our Stakeholders”
… because…
“I’ve been around for too many
years”
“If I don’t know my clients well
enough then who will?!”

13. Is managing Corporate Reputation a must or a nice to have?
VI Debate Regional EACD Lisboa Pedro Cabrita Carneiro | 16 NOV 2010
13
The answer? It’s up to you.
Obrigado.