CORPORATE REPUTATION MANAGEMENT

1. CORPORATE REPUTATION MANAGEMENT CHAPTER 16 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 1

2. Corporate Reputation • Attitude people have towards the organization. • Good reputation: • Attracts customers. • Acts as a buffer in a crisis. • Raises share price. • Attracts better employees. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 2

3. Sources That Influence Reputation • Direct experience of dealing with the organization. • Hearsay evidence from friends, colleagues and acquaintances. • Third-party public sources such as newspapers and TV. • Organization-generated information such as brochures, annual reports and advertising. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 3

4. Hierarchy of Information Sources Fig. 16.1 Hierarchy of information sources Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 4

5. Creating a Reputation Fig. 16.2 Creating a reputation Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 5

6. Types of Image Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 6

7. Corporate Image & Added Value Fig. 16.3 Comparison between adding value and maximizing profits Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 7

8. Publicity, PR and Press Relations Fig. 16.4 Publicity, PR, and press relations Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 8

9. PR Managers’ Tasks • Organizing press conferences. • Staff training workshops. • Social events. • Handling incoming complaints or criticisms. • Grooming senior managers for TV or press interviews. • Moulding the internal culture of the organization. • Managing social media. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 9

10. The “Publics” • Customers. • Suppliers. • Staff. • Local and national governments. • Neighbours. • Local residents. • The general public. • Pressure groups. • Other industry members. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 10

11. Tools of PR Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 11

12. Criteria for Successful Press Releases Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 12

13. Basic Rules for Media • Call media events and press conferences only for important announcements. • Eliminate negative connotations in your announcements. • Have both PR people and some of your company’s senior executives to talk to press. • Invite journalists you have a good working relationship with. • Avoid being lavish with refreshments. • Public speaking training is essential. • Give enough time for reporters to file their stories. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 13

14. Hierarchy of Organizational Needs Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 14

15. Internal Communications Methods • Magazines. • Newspapers. • Newsletter. • Wall newspaper. • Electronic newsletter. • Websites. • Internal briefings and open meetings. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 15

16. Issues in Designing a House Journal Fig. 16.5 Issues in designing a house journal Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 16

17. Reasons for Sponsorship Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 17

18. Sponsorship Criteria • Must be cost-effective. • Be consistent with the brand image and marketing communication plans. • Should offer a strong possibility of reaching the desired target audience. • Care should be taken if the event was sponsored before. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 18

19. Risk Management Fig. 16.6 Elements of good crisis management Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 19

20. Dealing with Media During A Crisis • Ensure a good relationship with media beforehand. • Be prepared. • Avoid careless statements. • Have good crisis teams. • Know the crisis policy. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 20

21. Reasons for Outside Relations Agencies • A firm is too small to have a specialist PR department. • Not enough expertise. • The external agency can provide an unbiased view. • External agencies carry greater credibility. • The external agency is cheaper. • One-off events or campaigns are more efficiently run by outsiders. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 21

22. The Public Relations Consultants’ Association Basic activities/services: • Establishing channels of communication. • Management communications. • Marketing and sales promotion related activity. • Advice or services on political, governmental, or public affairs. • Financial public relations. • Personnel and industrial relations. • Recruitment, training, and higher and technical education. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 22

23. Outside Agency Activities • Exhibitions. • Sponsorship. • Production of house journals. • Corporate or financial PR. • Government liaison. • Organizing one-off events. • Overseas PR. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 23

24. In-House vs. Agency Staff Fig. 16.7 Example of task division between in-house staff and agency staff Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 24

25. SMARTT Formula • Specific. • Measurable. • Achievable. • Relevant. • Targeted accurately. • Timed. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 25

26. Evaluating PR Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 26

27. Summary • Corporate reputations are not built through spin-doctoring. • Good corporate reputation has many values. • Public relations has an internal role. • Crises will happen: having a crisis team in place is prudent. • Outside agencies are often cheaper and more effective than in-house PR. • Between two and three times the cost of sponsorship should be devoted to supporting communications. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 27