Definition: Crisis noun 1. a stage in a sequence of events at which the trend of all future events, esp. for better or for worse, is determined; turning point. 2. a condition of instability or danger, as in social, economic, political, or international affairs, leading to a decisive change. 3. a dramatic emotional or circumstantial upheaval in a person's life. 4. Medicine/Medical . a. the point in the course of a serious disease at which a decisive change occurs, leading either to recovery or to death. b. the change itself. 5. the point in a play or story at which hostile elements are most tensely opposed to each other. Source: dictionary.com
From Greek: Decide Separate Judge
Corporate Reputation Management Vision Leadership -aspirationfor the future CORPORATE REPUTATION PILLARS Culture Insight Stakeholders perceptionabout the organisation Organisation throughbehaviour of itsemployees
So the question is: How to maximize the reputation?
Why? How ?
Perceptions The corporate reputation is not tangible. It is a pile of perceptions, and each person thinks differently about the brand. Perceptions are based on the messages that one has filtered about the company / brand.
Products and Services Working Environment Vision and Leadership Emotional Appeal CSR Financial Results
management vs. building
it’s a question of control
or the great challenge is:
Paving the way for increased engagement and interaction with your company (and your brand(s)
It’s about building dialogues having engaging and connecting conversations
Everyone has opinion on everything. You can never please everybody.
Convey a compelling corporate vision and share it the CEO personifies the vision and guiding principles of the company
Create Emotional Appeal The sum of people's long-term interactions with the company's employees, products, services, and even advertisements. Establishing emotional appeal is more than just satisfying customers. It is also about getting the customer to identify happiness or contentment with the product or interaction with the company/brand.
Sustainability and CSR are integral part company's identity and are significant components of its reputation.
we have to learn to listen and understand
Recognize your shortcomings Listen to you the people you are talking with; Examine your reputation and assess if your current business practices still build that reputation. Define, recognize discrepancies and problems and take steps to fix them. Do “damage control” before it reaches a crisis situation.
It is all about making compromises versus being a control freak
To wrap-up Making dialogues is the philosophy of maximizing the corporate reputation; brings new dimension to the reputation of the company, capitalizing on traditional corporate responsibility management we can give; it requires listening, constant learning, flexibility and monitoring as it could not be controlled the way we all did before.
But it is not enough to want the change. The leader is key. The leader has to be dynamic and focused to guide the company along the new way and against old habits or instincts.
Crisis from Greek: Decide Separate Judge
Thank you! Nikolay Boykov Managing Director All Channels | PR www.all-channels.com