masterclass interactive pr & corporate reputation management

Masterclass Corporate Reputation Management & Interactive PR

International Communication ManagementHaagse Hogeschool, 6th of July 2010

Who am I?Alex MatatulaNoLinea Marketing = Marketing without boundaries

VisionLive & Learn

Mission 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 Services

What business will I be in the future?The same!

Today

Corporate 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.

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.”

Corporate Reputation Management

Corporate Reputation Management

Corporate Reputation Management

Corporate Reputation Management

Corporate Reputation Management

Corporate Reputation Management

So know about: Who you are

What you stand forWhat you doWhy you do itHow you do it

What others think or know about you

NOT ONLY NOW, ALSO IN THE FUTURE… &

Corporate Reputation Management

Stay true to your Identity & Beliefs

Corporate Reputation Management

Determine the SOUL OF THE COMPANY by knowing your:

Corporate Reputation Management

Determine the SOUL OF THE COMPANY by knowing your:

Corporate Reputation Management

Determine the SOUL OF THE COMPANY by knowing your:

Corporate Reputation Management

Determine the SOUL OF THE COMPANY by knowing your:

POSITION

Alex Matatula - Dialogue is key to success!

Brand Development

Having a larger company with several products, you will have to choose on how you want your

brand to develop.

There are 3 basic strategiesBrandedEndorsed

Monolithic

Brand Development

BrandedEach product has its own name without any

connection to the parent company.

Brand Development

EndorsedEach product has its own identity, but is related to the parent company in a way.

Brand Development

MonolithicEach product operates under the name of

the parent company

Corporate Reputation Management

Strategy“Walk the talk and be consistent”

Corporate Reputation Management

GoalFrom Push to Pull Strategy

Corporate Reputation Management

The 6 pillars of Reputation Management / Reputation Quotient (RQ)

Corporate Reputation Management

Social Responsibilitya. Supports good causesb. Environmentally responsiblec. Treats people well

Corporate Reputation Management

Products & Servicesa. Stands behind product/servicesb. Offers high quality products/servicesc. Develops innovative products /servicesd. Offers products/services that are good value

Corporate Reputation Management

Emotional Appeala. Good feeling about the companyb. Admire and respect the companyc. Trust the company a great deal

Corporate Reputation Management

Vision & Leadershipa. Has excellent leadershipb. Has a clear vision for the futurec. Recognizes/takes advantage of market opportunities

Corporate Reputation Management

Financial Performancea. Record of profitabilityb. Looks like a low risk investmentc. Strong prospects for future growthd. Tends to outperform its competitors

Corporate Reputation Management

Workplace Environment (Internal communication)a. Is well-managedb. Looks like a good company to work forc. Looks like it would have good employees

Corporate Reputation Management

Background factorsBrand awareness

Size of the companyBranche influenceCountry of origin

These factors are manageable and could lead to TRUST.

Circle of TRUST

Corporate Reputation Management

REVIEWS & RECOMMENDATIONSNext to your OWN EXPERIENCE the image of acompany is formed by WORD-OF-MOUTH and

MEDIA.

Corporate Reputation Management

OWN EXPERIENCE = TRUSTWORTHY

Corporate Reputation Management

WORD-OF-MOUTH = INFLUENCIAL

Corporate Reputation Management

MEDIA = GETTING LESS TRUSTWORTHY

Mediatypes

Owned Media, Paid Media, Earned Media

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!

Strategy

Assembly for attackWhy do we want to determine a strategy?

Strategy

SituationGetting 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!

Strategy

SWOT-AnalysisDigging deeper into yourself, what are your

Strengths & Weaknesses.Looking at your surroundings, what are your

Opportunities & Threats.

Strategy

Checking out the competitionWho are your competitors?

What can you learn from your competitors?

Strategy

Markets & SubmarketsIn which markets are you involved? What does

your markets look like? Which markets would you like to be involved? And in which not?

Strategy

The 4 pillars of a complete 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.

From Strategy to Action

Designing an action plan by using the POST-method

POST-method

People, which people are involved?

POST-method

Objectives, so now we have to set our goals

POST-method

Compose the Strategy, what do want to have developed in your relationship?

POST-method

Technologies to ENGAGE

Engagement PR

Telling a story

Engagement PR

Monetize

Engagement PR

Dialogue

Engagement PR

Proactive & Reactive

Evaluate & Optimize

Continue these steps!

Examples

BP (worst case scenario), big challenge PR wise and devastating for their reputation

Examples

ID&T – SensationWent bankrupt, but reputation is good,

so still alive and kicking

Examples

CitizenM – Real unique ideology, big on Products & Services, Vision & Leadership, and Workplace

Environment…

Questions

Thanks!

Presentation will be on Linkedin.You can find me on: