This document discusses the importance of reputation management and managing stakeholder expectations in corporate responsibility. It states that reputation management is about under-promising and over-delivering on expectations. It also outlines strategies for meeting expectations such as having strong internal controls and transparency, understanding external expectations, and ensuring management is oriented to societal realities.

1. Communicating CR is about expectation management Sigurd Grytten Corporate Responsibility (CR) 8. September 2009

2. CR + Communication = Stronger reputation ” PR is doing the right thing - and getting credit for it!” Harold Burson

7. Different dimensions of reputation

8. Working with CR and reputation management Stakeholder & Issues Mapping Scoping Study Dialogue 1/ understand expectations Identify gaps & make commitments Dialogue 2/ discuss commitments Implement &measure against indicators Report & communicate Identify Stakeholders for Dialogue Decide Deliver Listen

10. Message pyramid: The essence of effective communication Values: What do I care about? Subjective benefits: What's in it for me? Functional meaning: What does it do? Function: What is it? Action Position

11. Londons Major– Ken Livingstone Communicate position ’ This was not a terrorist attack against the mighty and the powerful. It was aimed at ordinary working-class Londoners, black and white, Muslim and Christian, Hindu and Jew, young and old. It was an indiscriminate attempt to slaughter, irrespective of any considerations for age, for class, for religion, or whatever. That isn’t an ideology, it isn’t even a perverted faith – it is just an indiscriminate attempt at mass murder.’ ( Ken Livingstone, right before takeoff from Singapore to London)

12. Communicate action and position ’ When they try to intimidate us, we will not be intimidated. When they seek to to change our country or our way of life by these methods, we will not be changed ... Nor will we let it stop the work of this (G8) summit.’ Prime Minister Tony Blair

13. Communicate action!

14. The most powerful messages is always emotional

15. Expectation management The role of expectations…

18. Statoil

19. Sintef Petroleum Research

20. The Norwegian wine and spirits monopoly (Vinmonopolet)

21. Tine

23. Gerd Liv Valla

24. Gilde

25. Terra securities

26. Norsk Tipping