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Business Link Reputation Management part 1

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Business Link's presentation Reputation Management by Anita Syvret

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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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