Corporate Reputation & The CEO
Speaking For a Brand In the Digital Age
European PR Congress – Kyiv, Ukraine
October 3, 200...
THE BIG QUESTION:

Who owns a
company’s
reputation?
Reputation is not
about ownership
anymore.

It is about
conversation.
Why is this true?
5 Ways Reputation
Is Shifting …
Then: Crisis
Now: Viral Crisis
Then: Spokespeople
Now: Accidental Spokespeople
Then: Media Influence
Now: Individual Influence
         Flickr Photo Credit: Thomas Hawk
Then: One-way media
     Now: Dialogue
Then: Controlled Branding
Now: Authentic Experiences




          Flickr Photo Credit: www.ambibo.com
Implications for CEOs …
1.   Having a platform matters
2.   Social media is searchable
3.   Participate in the dialogue
4....
Getting started …
1.   Create listening posts
2.   Socialize communications
3.   Start small & measurable
4.   Build a new...
Thank You!
Read my blogs:   Get my book*:        Connect with me:




                                          Search for...
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New Rules of Managing Brand Reputation

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The keynote presentation given at the European PR Congress 2008 in Kyiv, Ukraine.

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New Rules of Managing Brand Reputation

  1. Corporate Reputation & The CEO Speaking For a Brand In the Digital Age European PR Congress – Kyiv, Ukraine October 3, 2008 Rohit Bhargava SVP, Digital Marketing & Strategy | Ogilvy PR Author, Personality Not Included
  2. THE BIG QUESTION: Who owns a company’s reputation?
  3. Reputation is not about ownership anymore. It is about conversation.
  4. Why is this true?
  5. 5 Ways Reputation Is Shifting
  6. Then: Crisis Now: Viral Crisis
  7. Then: Spokespeople Now: Accidental Spokespeople
  8. Then: Media Influence Now: Individual Influence Flickr Photo Credit: Thomas Hawk
  9. Then: One-way media Now: Dialogue
  10. Then: Controlled Branding Now: Authentic Experiences Flickr Photo Credit: www.ambibo.com
  11. Implications for CEOs … 1. Having a platform matters 2. Social media is searchable 3. Participate in the dialogue 4. React and respond faster 5. Embrace your accidental spokespeople
  12. Getting started … 1. Create listening posts 2. Socialize communications 3. Start small & measurable 4. Build a new metric
  13. Thank You! Read my blogs: Get my book*: Connect with me: Search for: “rohitbhargava” *Russian & Spanish versions in 2009 1. blog.ogilvypr.com 2. influentialmarketingblog.com 3. personalitynotincluded.com

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