This document discusses managing your reputation. It begins by introducing the topic of reputation and why it is important. Having a good reputation drives customers, creates trust, and allows you to charge premium prices. However, reputation can be lost through one mistake. The document then provides tips for building a good reputation such as communicating with stakeholders, providing great customer service and quality products, and having happy customers and staff. It emphasizes the importance of asking customers for feedback and using that feedback to improve. Finally, it recommends engaging with media through CSR activities, product launches, and opinion pieces.

2. WELCOME
Who we are:
The purpose of the session:

3. MANAGING YOUR REPUTATION
What is reputation.
Why reputation is important.
How to build and maintain a good reputation.

4. WHAT IS REPUTATION?

5. “We also do cut-glass sherry decanters complete with six glasses on a
silver plated tray that your butler can serve you drinks on, all for
£4.95. People say 'How can you sell this for such a low price?' I
say, because it's total crap.”
Gerald Ratner

6. WHAT IS YOUR REPUTATION?

9. WHY IS REPUTATION IMPORTANT?
WHY INVEST IN REPUTATION MANAGEMENT?
A good reputation
drives customers your
way through word of
mouth
recommendations
and creates trust.

10. People will pay
premium prices
for high quality,
earned through
an excellent
reputation.

11. Having a good
reputation protects
you against threats
and unfortunate
events.

12. BUILDING YOUR REPUTATION
“It takes many good deeds to build a
reputation and only one bad one to lose it.”–
Benjamin Franklin

13. So how do you protect, manage and
build your reputation?

14. WHAT MAKES A GREAT REPUTATION:
• Communication with stakeholders and key opinion formers
• Great customer service
• Quality products and services
• Happy customers and staff
• Strong profile – gives you an edge
And what can damage it…
• Mistakes, crises, events out of your control in your industry

15. COMMUNICATE – ASK YOUR AUDIENCES
Do you know what
people think of your
organisation? Have
you asked for
feedback?

16. TALK TO YOUR AUDIENCES

17. HOW TO COMMUNICATE
Offline:
• Press releases
• Direct Mail
• Newsletters
• Seminars
• Networking
• Internal communications

18. Online:
• Website
• Social media
• Blog
• E-news
• E-shots
• Surveys

19. ASK YOUR CUSTOMERS TO SHOUT ABOUT YOU
• Use social media to start conversations and run surveys
• Seek and act on feedback with referral incentive schemes
• Follow up with clients
• Learn from them

20. CORPORATE SOCIAL RESPONSIBILITY
Show you care, but consider
who to align with.

22. ENGAGING THE MEDIA
• Think human interest
• CSR activity
• Product/service launches
• Appointments
• Opinion/comment

24. THREE THINGS TO TAKE AWAY
Ask your customers and stakeholders for feedback via
surveys and online conversations
Act by using feedback to shape your marketing and
PR to improve your service or product
Talk to your customers and stakeholders about what
you are doing and why you are doing it

25. Q&A