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

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. React and respond faster
5. Embrace your accidental
spokespeople

Getting started …
1. Create listening posts
2. Socialize communications
3. Start small & measurable
4. Build a new metric

Thank You!
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