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The Reputation Complex
t: @pbeucler
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“When the winds of change blow,
some people build walls and others
build windmills.”
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Agenda
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I trust your clients are
asking you many
questions, these days,
like…
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…and most importantly: why
Reputation Management is such a
challenge in a world where…
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That’s what The Reputation
Complex is:
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What is Corporate Reputation?
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Why Corporate Reputation matters, today:
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Corporate Reputation is what supports Corporate Equity
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A fast-changing ecosystem
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Reputation Management has to face
a very unfriendly, suspicious,
negative environment
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L’air du temps:
Seen in a restaurant
in Berlin
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Few years ago, Reputation was a somewhat
elusive intangible asset, in the hands of a
little number of gatekeepers.
Photo from untitlism on Flickr
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In a nutshell, we’re dealing with low predictability
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Low level of public trust
vs.
High level of people’s
empowerment:
=
RISK ZONE
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Reputation as the #1 risk
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Reputation as the #1 risk
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Reputation as the #1 risk
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It takes 20 years to build
A reputation and five
minutes to ruin it.
If you think about that
you’ll do things
differently.
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The “post-disintermediation” Age
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From Public Affairs to People’s Affairs.
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FROM LOW
INTENSITY
CONTROVERSIES
TO HIGH
INTENSITY CRISIS:
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Every issue is potentially global, social, viral.
Photo from Gamma-Ray Productions on Flickr
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1. Interplay between mainstream and social
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2. Interplay between local and global
photo from h.koppdelaney n Flickr
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3. Interplay between planning and responding
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The news curve
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The crisis curve
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The ‘real world’ crisis
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Example: BP
Gulf of Mexico
oil spill
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The ‘flash mob’ crisis
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Example:
Greenpeace vs.
Nestlé KitKat
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Example:
Greenpeace vs.
Nestlé KitKat
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Government
officials
inspecting road
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Why a Command Center matters today
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So, what is
it about?
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It’s mainly about two essential dimensions:
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It’s primarily about articulating the key components
of Reputation today
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It’s then about rightly engaging with all stakeholders:
content & relationship
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Building & managing a reputation today is
firstly building and managing a content
strategy, then rightly engaging ON IT with
ALL RELEVANT AUDIENCES
A few examples…
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Stakeholders today
care about a variety
of topics which are
directly impacting
firms’ reputation:•
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Over the past few
years, some
companies which
happened to be at
stake did better
than others,
because…•
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The Power of a Strong Purpose: IBM
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The Power of a Clear Positioning: PricewaterhouseCoopers
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The Power of Consistency: Munich Re
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The Power of being an Employer of Choice: Dow Chemical
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The Power of being a Good Corporate Citizen: Tata Group
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The Power of Cultural Leadership: GE
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investors clients public
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Corporate
Reputation
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So, what are the
core pillars?
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Purpose:
Corporate Citizenship:
Employer Value Proposition:
Social Openness:
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See Coca Cola Enterprises:
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