This document discusses managing corporate reputation through strategic stakeholder relationships. It focuses on using public relations to build relationships with key stakeholders and maintain a positive reputation. The author emphasizes understanding stakeholders and communicating with them through evidence-based messages tailored to their interests and concerns. The overall message is that public relations can help companies navigate complex stakeholder environments and safeguard their reputation through thoughtful, targeted communication strategies.

1. Public relations on the fast track
Managing corporate reputation
through strategic stakeholder relationships
By: Bob Pickard

2. Sweet Smell of Success (1957)
A publicist pitching a journalist
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

3. BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

4. Sigmund Freud had
an American nephew
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

5. Bernays
has been called the
‘Father of Modern PR’
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

6. Public relations has ‘scientific’ roots
 Bernays defined a PR professional as a “practicing social
scientist” whose “competence is like that of the industrial
engineer, the management engineer, or the investment
counselor in their respective fields.”
 He said that to assist clients, public relations counselors use
and apply their understanding of behavioral sciences such
as anthropology, history, social psychology, and sociology.
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

7. Analogue public relations
• Based on relationships
with face-to-face key
• There was attention span
& focused thinking
• Analogue methods
• Primitive technology
• Deliberate and slow
• Text was King
• Ample time for stories
• We measured media
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

8. Digital public relations
• PR becoming more a science
• E-relationships
• Digital methods
• No attention span; distraction
is a constant
• People continuously online
• Technology massively
propagates pictures, videos
and ephemera
• „Content‟ is King
• Scant time for stories
• We measure impact
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

9. What are we looking at?
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

10. What are we thinking about?
PR is all in the mind…
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

11. Tapping into the unconscious mind
unconscious
thoughts, feelings, and desires
decisions
drive purchasing
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

12. The Brand in the Story
Product placement is intrusive
– breaks the narrative flow

13. The Brand as the Story
Product placement is unobtrusive –
incorporated into the narrative flow

14. the story is the most important things
a company needs to tell its target audiences…
…so that those people will do and think
what we want them to
do or think
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

15. The rise of Asia in the world of PR?
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

16. The Digital Opportunity for Asia
1960s The rise of Japan
1990s The rise of Korea
2000s The rise of China
2010s The rise of Indonesia

17. The world’s largest economies
(trillion current USD)
Source: Citibank Global Economic Review February 21 2011
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

18. Composition of world nominal GDP
2010 10%
2030 North America
16%
2050 8%
29% 26% Latin America
8%
45%
8% Western Europe
49%
8%
Eastern Europe
6% 13% 6%
6%
ME / Africa
25%
7% Asia Pacific
11% 19%
Source: Citibank Global Economic Review February 21 2011
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

19. 34% of the world’s top 2000 companies are
headquartered in Asia
Trading 83%
Technology Equipment 55%
Capital Goods 53%
Transportation 52%
Consumer Durables 47%
Banking 42%
Constuction 39%
Materials 37%
Chemical 36%
Source: Forbes Global 2000 list

20. Social media is endemic in Asia…

21. …but companies have been slow to engage
Percentage of companies with at least one branded social media channel
Global 80%
Asia 40%
Source: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2010
Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2010

22. Not any more
Percentage of companies with at least one branded social media channel
81%
Global
84%
40%
Asia
80%
2010 2011
Source: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2011
Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2011

23. Multiple streams
2010 2011
60%
31%
24%
17% 19% 19%
14%
8%
3% 5%
Three channels Two channels One channel None All channels
Number of company social media channels used solely or in part for corporate communications & marketing purposes
Source: Burson-Marsteller Asia-Pacific Social Media Study 2011

24. Multiple platforms
2010 2011
30%
28%
20%
18%
12% 12%
9% 8%
Microblogs Social Corporate Video
Networks Blogs
Percentage of companies with an active branded
presence on each social media channel
Source: Burson-Marsteller Asia-Pacific Social Media Study 2011

25. Different patterns of engagement…
Percentage of companies with a branded presence on each social media channel
Australia 90% 50% 50%
China 80% 90% 50% 30%
Hong Kong 60% 70% 10% 30%
India 70% 70% 20% 40%
Indonesia 50% 40% 20% 30%
Japan 70% 40% 70%
South Korea 90% 70% 90% 60%
Malaysia 80% 100% 20% 80%
Philippines 50% 40% 10% 40%
Microblogs
Singapore 30% 30% 50% Social Networks
Taiwan 20% 40% 30% Corporate Blogs
Thailand 70% 90% 10% 70% Video sharing
Source: Burson-Marsteller Asia-Pacific Social Media Study 2011

26. …traditional areas of focus
6%
8%
Media & Influencer Relations
33%
Corporate Social Responsibility
Leadership Communications 20%
Thought Leadership
Crisis/Issue Management
Recruitment Marketing
10%
23%
Percentage of corporate marketing or communications posts to
company social media channels across Asia-Pacific
Source: Burson-Marsteller Asia-Pacific Social Media Study 2011

27. In it for the long run?
Active Inactive
77%
62%
53% 54%
47% 46%
38%
23%
Micro-blogs Social Corporate Video
Networks Blogs Sharing
Active defined as at least one post during the period
July 01-15 2011
Source: Burson-Marsteller Asia-Pacific Social Media Study 2011

28. To integrate, or…
Home Page Integration Social Sharing Tools
Australia 50% 50%
China 20% 10%
Hong Kong 20% 30%
India 50% 20%
Indonesia 20% 20%
Japan 40% 40%
South Korea 70% 0%
Malaysia 60% 40%
Philippines 30% 20%
Singapore 20% 20%
Taiwan 20% 20%
Thailand 50% 0%

29. Increasing online interest in Asian MNC content…
Average of 121,257 ‘Likes’ per page – Up 406% yoy
Global average of ‘Likes’ per page – Up 115% yoy
Average of 7,574 ‘Followers’ – Up 328% yoy
Global average of 5,076 ‘Followers’ – Up 241% yoy
Average of 1,856,365 ‘Views’
Global average of 680,747 ‘Views’
Source: Burson-Marsteller Global Fortune 100 Social Media Checkup 2011

30. Persuasion 1.0
“Make the other person
feel important and do it
sincerely.”
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

31. Persuasion 2.0
When people commit
themselves in public to
something, they have created a
new ‘image
template’ of themselves
People will do and say whatever
is necessary to conform with
their new public image
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

32. The death of deference

34. ZZZ…
Online Sentiment Around Asian
Corporate Brands
1%
3% 3%
Mixed
Positive
Neutral
93% Negative
Source: Burson-Marsteller Asia-Pacific
Based on a review of 492,838 mentions of prominent Asian brands in online forums
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

35. Where are the
opportunities?

36. The rise of digital storytelling

37. Global content foundries

38. Everything that famously goes wrong
is now called a ‘PR disaster’
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

39. 12 months away from a digital crisis?
http://www.slideshare.net/bmasia/bursonmarsteller-digital-crisis-communications-study

41. Companies unsure how to proceed…
http://www.slideshare.net/bmasia/bursonmarsteller-digital-crisis-communications-study

42. Be prepared to apologize
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

43. The New Challenge for
Communicators

44. “…the past is over and it is the
future that beckons to us now.”
Jawaharlal Nehru

45. http://www.slideshare.net/bmasia

46. Photo Credits
Slide 4/5 http://www.flickr.com/photos/pedromourapinheiro/5075612989
Slide 6 http://www.flickr.com/photos/41864721@N00/3055718118
Slide 7 http://www.flickr.com/photos/69805768@N00/3292899689
Slide 8 http://www.flickr.com/photos/xiaming/1369788004
Slide 9 http://www.flickr.com/photos/51822611@N06/5229455183
Slide 10 http://www.flickr.com/photos/85494010@N00/84202849
All other images from Microsoft or Wikimedia Commons
Flickr images sourced through http://compfight.com/

47. Burson-Marsteller Asia-Pacific
Find us online