Masterclass Interactive PR & Corporate Reputation Management
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The document outlines the importance of corporate reputation management, which includes tracking actions and public perceptions to create feedback loops. It discusses strategies for branding, the pillars of reputation management, and the significance of social media in modern public relations. Additionally, it highlights the need for businesses to clearly define their identity, values, and future direction to build and maintain their reputation.
Masterclass Interactive PR & Corporate Reputation Management
- 1. Masterclass CorporateReputationManagement & InteractivePRInternational Communication ManagementHaagse Hogeschool, 6th of July 2010
- 2. Who am I?Alex MatatulaNoLinea Marketing = Marketing without boundariesVisionLive & LearnMission StatementMaking the dialogue happen, taking challenges, and enjoying life!Making processes more efficient, working more pleasant, and enhancing life experiences.What business am I in now? Social Media Marketing Strategy, Tactics, Workshops, Training & Event PromotionHospitality, Gastronomy, Media, Entertainment & Financial ServicesWhat business will I be in the future?The same!
- 3. TodayCorporate Reputation Management Reputation management is the process of tracking an entity's actions and other entities' opinions about those actions; reporting on those actions and opinions; and reacting to that report creating a feedback loop. All entities involved are generally people, but that need not always be the case. Other examples of entities include animals, businesses, or even locations or materials. The tracking and reporting may range from word-of-mouth to statistical analysis of thousands of data points.
- 4. PR"the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action, which will serve both the organization and the public interest."Interactive PR“the use of Internet tools and technologies such as search engines, Web 2.0 social bookmarking, new media relations, blogging and social media marketing. Interactive PR allows companies and organizations to disseminate information without relying solely on mainstream publications and communicate directly with the public, customers and prospects.”
- 10. CorporateReputation ManagementSo know about: Who you areWhat you stand forWhat you doWhy you do itHow you do itWhat others think or know about you NOT ONLY NOW, ALSO IN THE FUTURE… &
- 11. CorporateReputation ManagementStay true to your Identity & Beliefs
- 12. CorporateReputation ManagementDetermine the SOUL OF THE COMPANY by knowing your:
- 13. CorporateReputation ManagementDetermine the SOUL OF THE COMPANY by knowing your:
- 14. CorporateReputation ManagementDetermine the SOUL OF THE COMPANY by knowing your:
- 15. CorporateReputation ManagementDetermine the SOUL OF THE COMPANY by knowing your:POSITION
- 16. Brand DevelopmentHaving a larger company with several products, you will have to choose on how you want your brand to develop. Alex Matatula - Dialogue is key to success!There are 3 basicstrategiesBrandedEndorsedMonolithic
- 17. Brand DevelopmentBrandedEach product has its own name without any connection to the parent company.
- 18. Brand DevelopmentEndorsedEach product has its own identity, but is related to the parent company in a way.
- 19. Brand DevelopmentMonolithicEach product operates under the name of the parent company
- 20. CorporateReputation ManagementStrategy“Walk the talk and be consistent”
- 21. CorporateReputation ManagementGoalFrom Push to Pull Strategy
- 22. CorporateReputation ManagementThe 6 pillars of Reputation Management / Reputation Quotient (RQ)
- 23. CorporateReputation ManagementSocial Responsibilitya. Supports good causesb. Environmentally responsiblec. Treats people well
- 24. CorporateReputation ManagementProducts & Servicesa. Stands behind product/servicesb. Offers high quality products/servicesc. Develops innovative products /servicesd. Offers products/services that are good value
- 25. CorporateReputation ManagementEmotional Appeala. Good feeling about the companyb. Admire and respect the companyc. Trust the company a great deal
- 26. CorporateReputation ManagementVision & Leadershipa. Has excellent leadershipb. Has a clear vision for the futurec. Recognizes/takes advantage of market opportunities
- 27. CorporateReputation ManagementFinancial Performancea. Record of profitabilityb. Looks like a low risk investmentc. Strong prospects for future growthd. Tends to outperform its competitors
- 28. CorporateReputation ManagementWorkplace Environment (Internal communication)a. Is well-managedb. Looks like a good company to work forc. Looks like it would have good employees
- 29. CorporateReputation ManagementBackground factorsBrand awarenessSize of the companyBranche influenceCountry of originThese factors are manageable and could lead to TRUST.
- 30. Circle of TRUST
- 31. CorporateReputation ManagementREVIEWS & RECOMMENDATIONSNext to your OWN EXPERIENCE the image of acompany is formed by WORD-OF-MOUTH andMEDIA.
- 32. CorporateReputation ManagementOWN EXPERIENCE = TRUSTWORTHY
- 33. CorporateReputation ManagementWORD-OF-MOUTH = INFLUENCIAL
- 34. CorporateReputation ManagementMEDIA = GETTING LESS TRUSTWORTHY
- 35. MediatypesOwned Media, Paid Media, Earned Media
- 36. AcquisitionI am blogging and participating in Social Media about the services I provide. SHARING KNOWLEDGEMy clients invite me, and I select which challenges I want to take. PERFORMANCEBy “walking the talk” and asking for recommendations I provide myself withnew challenges. PARTNERSNext to this I work with all kinds of partners, each with their own specialism.We also provide each other with new challenges. SO FAR, SO GOOD!
- 37. StrategyAssembly for attackWhy do we want to determine a strategy?
- 38. StrategySituationGetting things clear, what is our starting position?Who are you? What do you stand for? What do you do? Why do you do it? How do you do it? What do others think or know about you? Now and in the future!
- 39. StrategySWOT-AnalysisDigging deeper into yourself, what are your Strengths & Weaknesses.Looking at your surroundings, what are your Opportunities & Threats.
- 40. StrategyChecking out the competitionWho are your competitors? What can you learn from your competitors?
- 41. StrategyMarkets & SubmarketsIn which markets are you involved? What does your markets look like? Which markets would you like to be involved? And in which not?
- 42. StrategyThe 4 pillars of acomplete strategyThere are four main strategies, Offensive, Defensive, Strengthening, Retrieving.Which strategy fits which goal? Which strategy has the highest priority?Together these strategies form the complete strategy.
- 43. From Strategy to ActionDesigning an action plan by using the POST-method
- 44. POST-methodPeople, which people are involved?
- 45. POST-methodObjectives, so now we have to set our goals
- 46. POST-methodCompose the Strategy, what do want to have developed in your relationship?
- 48. Engagement PRTelling a story
- 51. Engagement PRProactive & Reactive
- 52. Evaluate & OptimizeContinue these steps!
- 53. ExamplesBP (worst case scenario), big challenge PR wise and devastating for their reputation
- 54. ExamplesID&T – SensationWent bankrupt, but reputation is good, so still alive and kicking
- 55. ExamplesCitizenM – Real unique ideology, big on Products & Services, Vision & Leadership, and Workplace Environment…
- 56. Questions