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How To Build & Maintain Corporate Reputation
- 1. Corporate Reputation Corporate Communications Summit Eric C H Lee Principal Consultant and COO Cognito Communications Counsellors 19 July 2018
- 2. Peer Discussion What is my role or contribution to my company’s or organisation’s reputation?
- 5. Strategy #1 Ensure your organisation knows why corporate reputation is important and how everyone can contribute.
- 7. Drivers of Good (and Bad) Reputation
- 8. Your reputation is what others say you are
- 9. Strategy # 2 Know your stakeholders deeply. “Walk in their shoes”
- 10. Delight Successful brands meet their customer needs and wants in relevant rational and emotive ways
- 11. Strategy # 3 Keep your brand(s) humming strongly
- 12. Deliver Successful brands find ways to get customers, consumers, employees, stakeholders to experience them
- 13. Obsess about customers Are distinctively inspired And knowing them as people; how they live, work and consume Bringing products and & services that are relevant and inspiring Successful brands Focus on innovation Are pragmatic in approach Translate understanding into a results driven strategy and constant innovation Consistently deliver what customers want whenever and wherever they are
- 14. Even the best can fall…..
- 15. Did they know it was coming? Could they have avoided it? What happens to their reputation now? What do they need to do? “Whether or not the science indicates that Baby Powder is a cause of ovarian cancer, Johnson & Johnson has a very significant breach of trust,” says Julie Hennessy, a marketing professor at Northwestern’s Kellogg School of Management. “In trying to protect this one business, they’ve put the whole J&J brand at risk.”
- 16. Strategy # 4 Be super prepared to manage issues and crisis well or lose your corporate reputation
- 17. Drivers of Good (and Bad) Reputation
- 18. Deloitte’s latest global survey revealed that reputation and managing the fallout from reputation damage, is the number one concern for large companies. Mirrored by growing concern about the importance of social media, indicating increasing feelings of vulnerability to the pressures and scrutiny of the digital age. This increased concern is also leading to greater uptake of reputation monitoring tools such as Reputation Tracker. Reputation is the #1 corporate risk
- 19. Digital technology has changed the way we communicate
- 20. Strategy # 5 Ensure your organisation lives in both the analogue and the digital worlds…
- 21. 21 + Flying from New York to South Africa to visit family. Just landed in Heathrow, London for a layover + Quickly - before boarding – tweet a funny joke (to 170 followers) + Flight about to take off – last check before switching mobile off - no new notifications + Finally landed in SA - after 11 hours in the air! + Turn phone back on – WHAT??? Tweet before boarding #1 trending topic on Twitter. HOW??? Imagine this is you
- 22. Senior Director Corporate Communications InterActive Corporation (IAC) INTRODUCING JUSTINE SACCO - THIS IS HER STORY
- 23. THE SAGA CONTINUES #HasJustineLandedYet - #1 trending topic on Twitter, Worldwide
- 25. Strategy # 6 Measure against the best…. Learn from what they do… Measure outcomes not output …
- 26. Peer Discussion What can I do to build my company’s or organisation’s reputation? List two group questions to ask Eric.
- 27. Discussion
- 28. A final word….
- 29. We believe every organisation deserves a fair opportunity to be understood and accepted. In everything we do, we strive to provide organizations a voice and opportunities through which they engage with stakeholders to gain the support crucial to their success C O G N I T O www.cognito.co.id