Ksenija oletic

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Ksenija oletic

  1. 1. Public Affairs in the E U Portoroz 24 September 2004 - Ksenija Oletić, SPEM Communication Group Zagreb Measuring reputation – practical approach of IRIS May 20, 2005
  2. 2. Contents <ul><li>About reputation </li></ul><ul><li>Measuring reputation – IRIS </li></ul><ul><li>Practical example </li></ul>Measuring reputation Ksenija Oletić SPEM Communication Group
  3. 3. Reputation is … <ul><li>Perception of stakeholders </li></ul><ul><li>Clients </li></ul><ul><li>Investors </li></ul><ul><li>Employees </li></ul><ul><li>Suppliers </li></ul><ul><li>Media </li></ul><ul><li>Influential public </li></ul><ul><li>… </li></ul>Measuring reputation Ksenija Oletić SPEM Communication Group <ul><li>Based on company’s: </li></ul><ul><li>Financial performance </li></ul><ul><li>Product /service quality </li></ul><ul><li>Managing company </li></ul><ul><li>Vision and leadership </li></ul><ul><li>Working environment </li></ul><ul><li>Social responsibility </li></ul><ul><li>Emotional appeal </li></ul>
  4. 4. IRIS – Inteligent Reputation Information System TM <ul><li>Purpose: </li></ul><ul><li>In-time evaluation of communication effects / impact </li></ul><ul><li>Problem – solving oriented </li></ul><ul><li>Forcasting influence of communication on the reputation of the company </li></ul><ul><li>Managing communication activities </li></ul>Measuring reputation Ksenija Oletić SPEM Communication Group
  5. 5. Influence of the publicity on the reputation of the company “ Communication space” planned non-planned media exposure noticed articles in the media remembered themes influence on reputation Measuring reputation Ksenija Oletić SPEM Communication Group
  6. 6. IRIS methodology Objave u medijima noticed articles remembered themes influence on reputation media exposure media monitoring image and reputation research media ratings IR IS Measuring reputation Ksenija Oletić SPEM Communication Group
  7. 7. Phase 1 and 2 <ul><li>Phase 1: </li></ul><ul><li>Regular media monitoring </li></ul><ul><li>Phase 2: </li></ul><ul><li>Media analysis </li></ul>Measuring reputation Ksenija Oletić SPEM Communication Group
  8. 8. Phase 3 – research (focus group discussions) <ul><li>Aims: </li></ul><ul><li>To identify attributes of image in this industry </li></ul><ul><li>To identify attributes of reputation in this industry </li></ul><ul><li>Results: </li></ul><ul><li>Identified about 20 attributes of image </li></ul><ul><li>Identified about 10 attributes of reputation </li></ul>Measuring reputation Ksenija Oletić SPEM Communication Group
  9. 9. Phase 3 – reputation research Measuring reputation Ksenija Oletić SPEM Communication Group
  10. 10. Phase 4: IRIS data integration Measuring reputation Ksenija Oletić SPEM Communication Group media monitoring reputation research IRIS data integration
  11. 11. IRIS methodology – how does it work? <ul><li>Each article: </li></ul><ul><li>Type of media </li></ul><ul><li>Theme </li></ul><ul><li>Size </li></ul><ul><li>Key words </li></ul><ul><li>Publicity </li></ul>Measuring reputation Ksenija Oletić SPEM Communication Group <ul><li>Reputation dimensions: </li></ul><ul><li>Financial performance </li></ul><ul><li>Working environment </li></ul><ul><li>Rep. of general manager </li></ul><ul><li>Products and services </li></ul><ul><li>Communication </li></ul><ul><li>Behaviour towards clients </li></ul><ul><li>CSR </li></ul><ul><li>Global development </li></ul><ul><li>Vision and leadership </li></ul>
  12. 12. Measuring reputation Ksenija Oletić SPEM Communication Group 1 2 3
  13. 13. Measuring reputation Ksenija Oletić SPEM Communication Group
  14. 14. Measuring reputation Ksenija Oletić SPEM Communication Group
  15. 15. Benefits of IRIS methodology <ul><li>Allows regular (monthly) tracking of the reputation index </li></ul><ul><li>Allows fast and in-depth analysis of reputation dimensions </li></ul><ul><li>Is a forcast model where we can “test” how different themes influence different reputation dimensions and overall reputation </li></ul><ul><li>Allows faster communication (re)action </li></ul>Measuring reputation Ksenija Oletić SPEM Communication Group
  16. 16. Ksenija Oletić, country manager [email_address]
  17. 17. IRIS integrated data <ul><li>Media monitoring (media, topic, size, key words, publicity) </li></ul><ul><li>Media analysis (topic, time…) </li></ul><ul><li>Image and reputation research (perception of the reputation of the company, perception of dimensions of reputation, noticed articles, media ratings) </li></ul>Measuring reputation Ksenija Oletić SPEM Communication Group
  18. 18. Themes in media (products and services) <ul><li>Launch of the new product </li></ul><ul><li>Cooperation with another world company in the production of a product </li></ul><ul><li>Sport event sponsored by the company (product) </li></ul>Measuring reputation Ksenija Oletić SPEM Communication Group
  19. 19. Themes in media (financial performance) <ul><li>Financial results for the first 6 months </li></ul><ul><li>Expanding business abroad </li></ul><ul><li>Reconstruction of one factory </li></ul>Measuring reputation Ksenija Oletić SPEM Communication Group
  20. 20. Themes in media (working environment) <ul><li>Mobbing </li></ul><ul><li>Disputes between an ex-worker and management </li></ul>Measuring reputation Ksenija Oletić SPEM Communication Group

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