Delivering reputation enhancing strategic communication

Ronnie Semley Communications and Media Manager Presentation delivered to students on the Second Steps Course at Manchester Metropolitan University in 2010 – the UK's first accredited course for local government PROs delivered in partnership with the CIPR Local Public Services Group. DELIVERING REPUTATION ENHANCING STRATEGIC COMMUNICATION

Overview ,[object Object],[object Object],[object Object],[object Object]

Communications and Marketing Agency – a potted history ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Key factors contributing to our success ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

A brand for Bolton a brief overview

Brand development and positive recognition

Brand origins ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What the brand means… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What the brand means ,[object Object],[object Object],[object Object],[object Object],[object Object]

The brand at work… …welcoming and gives Bolton an identity

The brand helps communicate internally and externally…

The brand promotes council services and celebrates Bolton’s diverse community…

Our strategic focus – Shifting to proactive reputation management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Strategic communications – what we did ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Reputation management and the ‘reputation gap’ ,[object Object],[object Object],[object Object],[object Object],[object Object]

The reputation gap ,[object Object],[object Object],[object Object],Year 2008 2007 2006 2005 Overall satisfaction with council 43% 52% 50% 48% Average satisfaction with services 59% 71% 68%

Factors influencing satisfaction ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

“ I get my info about the council from…” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How communication links to reputation – externally and internally ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Our common sense approach to reputation management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Media management - why is it important?

Media management – why is it important?

Media management: Forward planning ,[object Object],[object Object]

Media management: Evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Some other tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Corporate publications: their power as tools for communicating messages ,[object Object],[object Object],[object Object],[object Object],[object Object]

Corporate publications: a strategic approach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Internal communications ,[object Object],[object Object],[object Object],[object Object],[object Object]

What staff think ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How we manage our internal communications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Strategic communications and reputation management – bringing it all together ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The challenges ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The political dimension … ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The opportunities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Delivering reputation enhancing strategic communication

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Editor's Notes