BEYOND CORPORATE REPUTATION MANAGEMENT INTO BUILDING DIALOGUES

2 Can your image benefit in times of crisis?

WELL

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: dictionary.com

6 From Greek: Decide Separate Judge

7 IT DEPENDS ON YOU

The most powerful asset

Reservoir of good will

11 Vision Insight Stakeholders perception about the organisation Leadership - aspiration for the future Organisation through behaviour of its employees Culture CORPORATE REPUTATION PILLARS Corporate Reputation Management

So the question is: maximize the reputation? How to

Do you measure your reputation

Why? How ?

Piles of insights

17 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.

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

management building vs.

it’s a question of control

the great challenge is: or

Instead of speaking at your audience(s)

You’re speaking with them

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

It’s about having engaging and connecting conversations building dialogues

No company is an isolated island

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

Live Your Values

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

30 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.

Be a Model

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

Your Employees Your Reputation Champions

SO

understand learn to listen and we have to

36 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.

Making relationships

It is all about making compromises being a control freak versus

39 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.

40 The leader has to be dynamic and focused But it is not enough to want the change. The leader is key. to guide the company along the new way and against old habits or instincts.

41 Crisis from Greek: Decide Separate Judge

43 Thank you! Nikolay Boykov Managing Director All Channels | PR