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Prevention is better than cure:
How reputation management
helps crisis communications
Stronger Reputation =
License to operate
Lower cost of capital
Higher employee engagement
Greater supporter recommendation
Stronger funding opportunities
Source: Reputation Institute
7
Reputation: a diagnosis
Reputation: A Definition
“The holistic perceptions of the Behaviours, Competencies
and Values of an organisation, held by one or more
influential stakeholder audiences. Reputation is owned by
stakeholders, not by the organisation; however,
organisations can actively manage the elements of their
reputation to become meaningful, relevant and positive in
the eyes of their stakeholders.”
Source: Repute Associates
Not just one reputation, but many
Behaviours
Competencies
Values
11
Currents, not waves
12
13
Understanding
14
Create and manage a
stakeholder map
17
Chair?
Trustees?
CEO?
SMT?
Corporate comms?
Everyone?
Management?
18
When is reputation
considered
in your organisation’s
strategic decisions?
19
Internal
Alignment Just 42%
agree their
skills are used
to maximum
effect in
reputation
management
Source: IoIC Live 2018 Reputation Survey
Place reputation on
your Risk Register
Reputation
strategy
Tactical
comms
Measure regularly
and holistically
Internal and External
Impact
Alignment
1. Get into groups of 4 or 5
2. Choose one organisation
to focus on
3. Who are all your
stakeholders?
4. Which are the top 3 most
important?
5. What behaviours,
competencies and values
does each stakeholder
group expect from your
organisation?
Group Exercise
If time:
Do you know how your organisation is performing
against each expectation?
SW Network
Crisis Comms
South West Networking Group
4 October 2019
Bristol
#CCsouthwest
Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk

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