How do you manage your reputation? 9 step process of designing a confidence building program By SALIM KADIBESEGIL December 2008

How do you manage your reputation? 1 Put reputation into the agenda of the CEO

How do you manage your reputation? 2 Decide on how would you like to be perceived in the eyes of your stakeholders and will this differentiate you in the competition? (*)Define your stakeholders one by one and make a priority list Photo credit; www. bized . co . uk /.../ activity /knowing11. htm

How do you manage your reputation? 3 Check your corporate values whether they are in line with the society’s and serves to become a company you would like to be perceived Photo credit http://www.valuequotes.net/Value%20Quotes.gif

How do you manage your reputation? 4 Conduct a research on how you are perceived among the stakeholders and evaluate the gaps of perceptions vs. reality.

How do you manage your reputation? 5 Establish a steering committee in the company whose job is to run a reputation management program. Announce this initiative to whole employees by the CEO

How do you manage your reputation? 6 Take a look at your processes and policies where the gap of perception can be closed. If not develop ones which can meet the expectations of stakeholders.

How do you manage your reputation? 7 Prepare a communications and relationship program through the studies of the steering committee where every employee will take part to take the responsibility of the designed reputation strategy.

How do you manage your reputation? 8 Measure the performance under three headlines; Measurement of each event Measurement of traditional + new media Measurement of stakeholders’ perceptions Consolidate the results and report them to the company

Measure the performance under three headlines;

Measurement of each event

Measurement of

traditional + new media

Measurement of

stakeholders’ perceptions

Consolidate the results

and report them to the

company

How do you manage your reputation? 9 Prepare a “ reputational risk” analysis map. Take actions to reduce the risks. Assign new delegates to the steering committee!

Consultant to the CAPİTAL magazine for the “Most Admired Companies of Turkey ” project. Representative of the Reputation Institute , based in New York. Board member of the Turkish Corporate Governance Association Board member of the Buğday , ecological and organic transformation Association Faculty member of Bahçeşehir University School of Communications Highly specialized Strategic Communications Consultant with professional and academic background. Highly known a source on corporate reputations which he leads the concept to the leading corporations in Turkey. Represented Turkey at the board of the International Communication Consultancies Organization, ICCO , for seven years Was a “diplomat” in Washington D.C. as press attaché. Author of five books in his 33-year-old career; Basic Principles of Public Relations , 1986 The Prescriptions of Public Relations , 1990 Where to Start Public Relations, 1997 ( 8 th edition) Here Comes Crisis 2002 (3rd edition) Reputation Management 2006 (3rd edition) SALIM KADIBESEGIL [email_address] www.orsa.com.tr

Consultant to the CAPİTAL magazine for the “Most Admired Companies of Turkey ” project.

Representative of the Reputation Institute , based in New York.

Board member of the Turkish Corporate Governance Association

Board member of the Buğday , ecological and organic transformation Association

Faculty member of Bahçeşehir University School of Communications

Highly specialized Strategic Communications Consultant with professional and academic background.

Highly known a source on corporate reputations which he leads the concept to the leading corporations in Turkey.

Represented Turkey at the board of the International Communication Consultancies Organization, ICCO , for seven years

Was a “diplomat” in Washington D.C. as press attaché.

Author of five books in his 33-year-old career;

Basic Principles of Public Relations , 1986

The Prescriptions of Public Relations , 1990

Where to Start Public Relations, 1997 ( 8 th edition)

Here Comes Crisis 2002 (3rd edition)

Reputation Management 2006 (3rd edition)