Masterclass Interactive PR & Corporate Reputation Management


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This presentation is given on the 6th of July 2010 at de Haagse Hogeschool to students of International Communication Management.
The topics which are being discussed are Interactive PR & Corporate Reputation Management from the Social Media perspective and my view.

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Masterclass Interactive PR & Corporate Reputation Management

  1. 1. Masterclass CorporateReputationManagement & InteractivePR<br />International Communication Management<br />Haagse Hogeschool, 6th of July 2010<br />
  2. 2. Who am I?<br />Alex Matatula<br />NoLinea Marketing = Marketing without boundaries<br />VisionLive & Learn<br />Mission StatementMaking the dialogue happen, taking challenges, and enjoying life!Making processes more efficient, working more pleasant, and enhancing life experiences.<br />What business am I in now? Social Media Marketing Strategy, Tactics, Workshops, Training & Event PromotionHospitality, Gastronomy, Media, Entertainment & Financial Services<br />What business will I be in the future?The same!<br />
  3. 3. Today<br />Corporate Reputation Management <br />Reputation management is the process of tracking an entity's actions and other entities' opinions about those actions; reporting on those actions and opinions; and reacting to that report creating a feedback loop. <br />All entities involved are generally people, but that need not always be the case. <br />Other examples of entities include animals, businesses, or even locations or materials. <br />The tracking and reporting may range from word-of-mouth to statistical analysis of thousands of data points.<br />
  4. 4. PR<br />"the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action, which will serve both the organization and the public interest."<br />Interactive PR<br />“the use of Internet tools and technologies such as search engines, Web 2.0 social bookmarking, new media relations, blogging and social media marketing. Interactive PR allows companies and organizations to disseminate information without relying solely on mainstream publications and communicate directly with the public, customers and prospects.”<br />
  5. 5. CorporateReputation Management<br />
  6. 6. CorporateReputation Management<br />
  7. 7. CorporateReputation Management<br />
  8. 8. CorporateReputation Management<br />
  9. 9. CorporateReputation Management<br />
  10. 10. CorporateReputation Management<br />So know about: <br />Who you are<br />What you stand for<br />What you do<br />Why you do it<br />How you do it<br />What others think or know about you<br /> <br />NOT ONLY NOW, ALSO IN THE FUTURE… &<br />
  11. 11. CorporateReputation Management<br />Stay true to your Identity & Beliefs<br />
  12. 12. CorporateReputation Management<br />Determine the SOUL OF THE COMPANY by knowing your:<br />
  13. 13. CorporateReputation Management<br />Determine the SOUL OF THE COMPANY by knowing your:<br />
  14. 14. CorporateReputation Management<br />Determine the SOUL OF THE COMPANY by knowing your:<br />
  15. 15. CorporateReputation Management<br />Determine the SOUL OF THE COMPANY by knowing your:<br />POSITION<br />
  16. 16. Brand Development<br />Having a larger company with several products, you will have to choose on how you want your brand to develop. <br />Alex Matatula - Dialogue is key to success!<br />There are 3 basicstrategies<br />BrandedEndorsedMonolithic<br />
  17. 17. Brand Development<br />BrandedEach product has its own name without any connection to the parent company. <br />
  18. 18. Brand Development<br />EndorsedEach product has its own identity, but is related to the parent company in a way. <br />
  19. 19. Brand Development<br />MonolithicEach product operates under the name of the parent company<br />
  20. 20. CorporateReputation Management<br />Strategy<br />“Walk the talk and be consistent”<br />
  21. 21. CorporateReputation Management<br />GoalFrom Push to Pull Strategy<br />
  22. 22. CorporateReputation Management<br />The 6 pillars of Reputation Management / Reputation Quotient (RQ)<br />
  23. 23. CorporateReputation Management<br />Social Responsibilitya. Supports good causesb. Environmentally responsiblec. Treats people well<br />
  24. 24. CorporateReputation Management<br />Products & Servicesa. Stands behind product/servicesb. Offers high quality products/servicesc. Develops innovative products /servicesd. Offers products/services that are good value<br />
  25. 25. CorporateReputation Management<br />Emotional Appeala. Good feeling about the companyb. Admire and respect the companyc. Trust the company a great deal<br />
  26. 26. CorporateReputation Management<br />Vision & Leadershipa. Has excellent leadershipb. Has a clear vision for the futurec. Recognizes/takes advantage of market opportunities<br />
  27. 27. CorporateReputation Management<br />Financial Performancea. Record of profitabilityb. Looks like a low risk investmentc. Strong prospects for future growthd. Tends to outperform its competitors<br />
  28. 28. CorporateReputation Management<br />Workplace Environment (Internal communication)a. Is well-managedb. Looks like a good company to work forc. Looks like it would have good employees<br />
  29. 29. CorporateReputation Management<br />Background factors<br />Brand awareness<br />Size of the company<br />Branche influence<br />Country of origin<br />These factors are manageable and could lead to TRUST.<br />
  30. 30. Circle of TRUST<br />
  31. 31. CorporateReputation Management<br />REVIEWS & RECOMMENDATIONS<br />Next to your OWN EXPERIENCE the image of a<br />company is formed by WORD-OF-MOUTH and<br />MEDIA.<br />
  32. 32. CorporateReputation Management<br />OWN EXPERIENCE = TRUSTWORTHY<br />
  33. 33. CorporateReputation Management<br />WORD-OF-MOUTH = INFLUENCIAL<br />
  34. 34. CorporateReputation Management<br />MEDIA = GETTING LESS TRUSTWORTHY<br />
  35. 35. Mediatypes<br />Owned Media, Paid Media, Earned Media<br />
  36. 36. Acquisition<br />I am blogging and participating in Social Media about the services I provide. <br />SHARING KNOWLEDGE<br />My clients invite me, and I select which challenges I want to take. <br /> <br />PERFORMANCE<br />By “walking the talk” and asking for recommendations I provide myself with<br />new challenges.<br /> <br />PARTNERS<br />Next to this I work with all kinds of partners, each with their own specialism.<br />We also provide each other with new challenges.<br /> <br />SO FAR, SO GOOD!<br />
  37. 37. Strategy<br />Assembly for attackWhy do we want to determine a strategy?<br />
  38. 38. Strategy<br />SituationGetting things clear, what is our starting position?Who are you? What do you stand for? What do you do? Why do you do it? How do you do it? What do others think or know about you? Now and in the future!<br />
  39. 39. Strategy<br />SWOT-AnalysisDigging deeper into yourself, what are your Strengths & Weaknesses.Looking at your surroundings, what are your Opportunities & Threats.<br />
  40. 40. Strategy<br />Checking out the competitionWho are your competitors? What can you learn from your competitors?<br />
  41. 41. Strategy<br />Markets & SubmarketsIn which markets are you involved? What does your markets look like? Which markets would you like to be involved? And in which not?<br />
  42. 42. Strategy<br />The 4 pillars of acomplete strategyThere are four main strategies, <br />Offensive, Defensive, Strengthening, Retrieving.<br />Which strategy fits which goal? Which strategy has the highest priority?<br />Together these strategies form the complete strategy.<br />
  43. 43. From Strategy to Action<br />Designing an action plan by using the POST-method<br />
  44. 44. POST-method<br />People, which people are involved?<br />
  45. 45. POST-method<br />Objectives, so now we have to set our goals<br />
  46. 46. POST-method<br />Compose the Strategy, what do want to have developed in your relationship? <br />
  47. 47. POST-method<br />Technologies to ENGAGE<br />
  48. 48. Engagement PR<br />Telling a story <br />
  49. 49. Engagement PR<br />Monetize<br />
  50. 50. Engagement PR<br />Dialogue<br />
  51. 51. Engagement PR<br />Proactive & Reactive<br />
  52. 52. Evaluate & Optimize<br />Continue these steps!<br />
  53. 53. Examples<br />BP (worst case scenario), big challenge PR wise and devastating for their reputation<br />
  54. 54. Examples<br />ID&T – Sensation<br />Went bankrupt, but reputation is good, so still alive and kicking<br />
  55. 55. Examples<br />CitizenM – Real unique ideology, big on Products & Services, Vision & Leadership, and Workplace Environment…<br />
  56. 56. Questions<br />
  57. 57. Thanks!<br />Presentationwillbe on Linkedin.<br />Youcanfind me on:<br />