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Beyond corporate reputation management into building dialogues

Beyond corporate reputation management into building dialogues

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Beyond corporate reputation management into building dialogues

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  1. Beyond corporate reputation management into building dialogues

  2. Can your image benefit in times of crisis?

  3. WELL

  4. OK

  5. 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:

  6. From Greek: Decide Separate Judge


  8. The most powerful asset

  9. Reservoir of good will

  10. Corporate Reputation Management Vision Leadership -aspirationfor the future CORPORATE REPUTATION PILLARS Culture Insight Stakeholders perceptionabout the organisation Organisation throughbehaviour of itsemployees

  11. So the question is: How to maximize the reputation?

  12. Do you measure your reputation

  13. Why? How ?

  14. Piles of insights

  15. 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.

  16. Products and Services Working Environment Vision and Leadership Emotional Appeal CSR Financial Results

  17. management vs. building

  18. it’s a question of control

  19. or the great challenge is:

  20. Instead of speaking at your audience(s)

  21. You’re speaking with them

  22. Paving the way for increased engagement and interaction with your company (and your brand(s)

  23. It’s about building dialogues having engaging and connecting conversations

  24. No company is an isolated island

  25. Everyone has opinion on everything. You can never please everybody.

  26. Live Your Values

  27. Convey a compelling corporate vision and share it the CEO personifies the vision and guiding principles of the company

  28. 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.

  29. Be a Model

  30. Sustainability and CSR are integral part company's identity and are significant components of its reputation.

  31. Your Employees Your Reputation Champions

  32. SO

  33. we have to learn to listen and understand

  34. 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.

  35. Making relationships

  36. It is all about making compromises versus being a control freak

  37. 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.

  38. 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.

  39. Crisis from Greek: Decide Separate Judge

  40. Thank you! Nikolay Boykov Managing Director All Channels | PR