Business Link Reputation Management part 1

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Business Link's presentation Reputation Management by Anita Syvret

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  • Don’t expect a free advert. What do you want newspapers to say about you?
  • Think people and pictures
  • Business Link Reputation Management part 1

    1. 1. Reputation management Anita Syvret
    2. 2. Reputation matters
    3. 3. “ I want my life back,” Tony Hayward, former BP CEO
    4. 4. “ Estamos bien en el refugio, los 33.”
    5. 5. Creating an image
    6. 6. Protecting an image
    7. 7. Protecting an image “ Undermines the faith of ordinary people across the world in the effectiveness of giving to people in their hour of need,” Sir Bob Geldof
    8. 8. Exploiting an image
    9. 9. <ul><li>$2bn annual marketing budget </li></ul><ul><li>£7m UK marketing budget </li></ul><ul><li>Brand worth £41bn </li></ul><ul><li>Shape of the bottle protected by patent </li></ul>Investing in an image
    10. 10. Marketing and PR: what’s the difference?
    11. 11. Public relations <ul><li>Press </li></ul><ul><li>newspapers </li></ul><ul><li>magazines </li></ul><ul><li>radio </li></ul><ul><li>TV </li></ul><ul><li>internet </li></ul>Getting your name in the papers without having to pay for it. And keeping your name out of the papers when things go wrong.
    12. 12. Marketing <ul><li>“ The management process responsible for identifying, anticipating and satisfying customer requirements profitably.” </li></ul><ul><li>Chartered Institute of Marketing </li></ul><ul><li>“ The right product, in the right place, at the right time, at the right price.” </li></ul><ul><li>Dennis Adcock </li></ul>
    13. 13. Marketing <ul><li>brand </li></ul><ul><li>logo </li></ul><ul><li>position in the market place </li></ul><ul><li>USP </li></ul><ul><li>target market </li></ul><ul><li>competition </li></ul><ul><li>supply chain </li></ul><ul><li>customer base </li></ul><ul><li>production </li></ul><ul><li>pricing </li></ul><ul><li>distribution </li></ul><ul><li>people </li></ul><ul><li>website </li></ul><ul><li>literature </li></ul><ul><li>profitability </li></ul>
    14. 14. Tools of a marketing strategy <ul><li>PR </li></ul><ul><li>Advertising </li></ul><ul><li>Market research </li></ul><ul><li>Leaflets/brochures </li></ul><ul><li>Trade shows and events </li></ul><ul><li>Databases </li></ul><ul><li>E-marketing and internet </li></ul><ul><li>Direct marketing (eg, letters) </li></ul>
    15. 15. PR: giving journalists what they want A good story (and a good picture)
    16. 16. People: promotions, leavers, joiners
    17. 17. Staff achievements
    18. 18. Staff achievements
    19. 19. On his bike
    20. 20. Retirements
    21. 21. New uniforms – or bikes!
    22. 22. Refurbishment
    23. 23. New premises
    24. 24. New premises
    25. 25. New shop
    26. 26. New image
    27. 27. New image, and animal magic!
    28. 28. New image
    29. 29. New venture
    30. 30. New products
    31. 31. New contracts
    32. 32. Good business news
    33. 33. Anniversaries
    34. 34. Awards
    35. 35. Awards
    36. 36. Awards
    37. 37. Awards
    38. 38. Awards
    39. 39. Schools
    40. 40. Schools
    41. 41. Schools
    42. 42. Job swaps and stunts
    43. 43. PR stunts
    44. 44. PR and marketing stunts
    45. 45. PR and marketing stunts
    46. 46. Marketing campaigns: good http://video.google.com/videoplay?docid=1731400614466797113# http://www.youtube.com/watch?v=iYhCn0jf46U
    47. 47. Marketing campaigns: oops!
    48. 48. Fancy that
    49. 49. Fancy that

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