8º Congreso Internacional de Relaciones Públicas Especialista en el manejo de reputación corporativa, Jennifer se ha enfocado en ayudar a que las empresas construyan un reputación sólida y de larga duración. Jennifer escribió el libro “The Reputation Playbook”: una fórmula ganadora que ayuda a los CEOs a proteger la reputación corporativa en el mundo digital. En este libro Jennifer recopila información de los pensamientos de los líderes globales acerca de la reputación corporativa y ofrece un marco para evaluar y mitigar los riesgos que pueden dañar la reputación corporativa de una empresa.

1. Protecting your
corporate reputation
in the digital
world
8th June 2015 ‪

2. • You operate a huge mobile network – nearly 10 Million
customers. It’s called O2.
• Your network goes down for 2 full days – 3G, 4G,
broadband
• Millions, and millions of furious customers take to social
media
“@O2 had to travel to Italy to get mobile signal –
desperate times!!!”
WHAT WOULD YOU DO?
@JenJanson #8congresoPRORP

3. MULTIPLE CHOICE
@JenJanson #8congresoPRORP

4. • New Twitter followers of O2 increased from an average of
155 to 13,500 per day
• There was an increase of more than 4000% in people
talking, replying and re-tweeting about O2 on twitter
• Honest and light-hearted
• A human voice
• Individual responses
• Reported in media as O2’s social media masterclass
Source: Ebiquity 2015
THE ANSWER…

5. • Speed and quality of
response
• Ignoring or deleting critical
tweets/ posts increases the
likelihood of negative
comment and escalation to
other platforms
• Responding individually to
customer complaints is
preferable to using stock
statements
WHAT WORKS IN A CRISIS…
@JenJanson #8congresoPRORP

6. CONTRIBUTING TO A WORLD WHERE
BUSINESSES BEHAVE BETTER

7. According to Harris Poll 2015 Reputation Quotient Study
“36% of the public would not do business with a company
because of something they learned about how the company
conducts itself”
According to Deloitte Touche:
“25% of a company’s market value is directly attributable to its
reputation.”
“88% of executives are explicitly focusing on reputation risk as
a key business challenge”
DON’T START WITH COMMUNICATIONS
@JenJanson #8congresoPRORP

8. THE WINNING FORMULA
@JenJanson #8congresoPRORP

9. Building a
reputation strategy
Remember, don’t start with communications

10. THE WINNING FORMULA
©
Copyright
J
Janson

11. THE PROCESS
Source: Ebiquity 2015

12. REPUTATION STRATEGY

13. STEP 1: PURPOSE, VALUES,AUDIENCE
• Simon Sinek: Start with Why
• Core values
• Tone of voice
• Target audience
@JenJanson #8congresoPRORP

14. REPUTATION STRATEGY

15. STEP 2: GOAL SETTING
Three goals
• Based on your current reputation standing
• Linked to the reputation drivers
you identified
• Reinforcing your purpose and core values
@JenJanson #8congresoPRORP

16. REPUTATION STRATEGY

17. STEP 3: STRATEGY
• Identify the strategy to get you there
• For example:
o Start small
o Focus on no more than two audiences at a time
o Create a reputation steering committee to gain buy-in
and be accountable
@JenJanson #8congresoPRORP

18. REPUTATION STRATEGY

19. STEP 4: OBJECTIVES
• Link three specific, measurable and realistic objectives
to each goal
Goal: To have a well-defined communications strategy
Objective: To form a reputation management steering
committee by end of next month
.
Goal: To be a sought after employer
Objective: To be listed in the times top 100 companies to
work for by next September
Goal: To be the supplier of choice in our niche industry
Objective: To establish an independent benchmark of our
performance by the end of Q3

20. REPUTATION STRATEGY

21. STEP 5: PLANS
• The fun bit!
• Identify specific actions, based on the objectives, that will
move you towards the goals.
• This is where your content strategy comes in
• List these and give them a specific timeframe
• 30, 60 or 90 days
@JenJanson #8congresoPRORP

22. RESOURCES
www.thereputationplaybook.com
@JenJanson