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Reputação Corporativa: desafios e oportunidades em tempos de crises

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Leslie Gaines-Ross, uma das maiores especialistas do mundo em reputação corporativa.

Autora de livros e estudos sobre o tema, Leslie é "estrategista-chefe" da Weber Shandwick (a S2Publicom é empresa do grupo).

A especialista esteve no Brasil em encontros com executivos de comunicação de grandes empresas do País.

Nos eventos realizados em São Paulo e Rio de Janeiro ela falou sobre a importância da construção e dificuldades da preservação da reputação de marcas e empresas.

Confira a apresentação (em inglês).

Published in: Business, News & Politics
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Reputação Corporativa: desafios e oportunidades em tempos de crises

  1. 1. what stays the same& has changed in thenew world of reputation
  2. 2. what is reputation? Brand is personality; reputation is character. Brand is something you build; reputation reputation is something you earn. Brand is a promise; reputation is the result of keeping that promise. Paul Holmes
  3. 3. what stays the same communication responsibility products & servicesleadership reputation talent financial performance global Source: Reputation Institute, Weber Shandwick
  4. 4. what’s different -- the reputation economy!Socio-political-geo IssuesAnti-Business & CEO SentimentCollateral “Industry” DamageChaos in Public SquareDoing Well by Doing GoodNGOs and Cynical PublicInsta-RepDigital SnipersCountry Reputation
  5. 5. more complex stakeholders now government/ regulators media employees netizens financial community suppliers/ partners/ industry general public/ customers opinion leaders
  6. 6. how to protect reputationand be most admired7 easy steps
  7. 7. 1. tell your story Companies with excellent reputations are 2.5 times more likely to put their CEO in charge of positioning and actively tell the corporate story. Reputation Institute
  8. 8. 2. internalize
  9. 9. 3. unify:corporate+productreputation brand reputation
  10. 10. to enrich the company’s relationships with its key constituencies to make the world aware of new insights4. thought leadership to build, support and sustain reputation to influence industry agenda and own significant elements of it to be strongly identified with the future
  11. 11. 5. credentialize
  12. 12. 6. be prepared
  13. 13. 7. socialize

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