the mount vernon report spring 2008 - vol. 8, no. 1

8/8/2019 The Mount Vernon Report Spring 2008 - vol. 8, no. 1

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I will ignore the sensational headlines and the tawdry tabloid accountsof the mighty fall from grace of some of our elected and publicofficials. Reputations can be built and destroyed in an instant due to alapse of judgment, a thoughtless act or a series of errors. People makemistakes, sometimes big mistakes, but this too will pass. Remember thatwe are all human. We all have the magnanimous and human capacityto forgive.

We might remember that at this time. The Spitzer case reminds us notto be preachy, not to be self-righteous or holier-than-thou. Not to everget up on a high horse, because the fall down can be a long one. We alsolearned again not to fly too close to the sun as Icarus once did, for thefault of arrogance and hubris is perhaps the greatest to overcome. Idisagree with John Kenneth Galbraith's statement that humility is an

overrated virtue. Sometimes it can be mankind's wisest choice ofvirtues. Recently, I had a chance to spend time with one of my favoriteleaders, Father J. Donald Monan, S.J., the chancellor and past presidentof Boston College. Fr. Monan is always upbeat, committed to trying tofind ways to help others and does so in a quiet, humble way givingcredit to others - never to himself. The world would be a finer place ifit were filled with more Fr. Monans. It is no wonder that the institutionhe once led is now rated as having one of the very best reputations. Hissuccessor as president of Boston College, Father William Leahy, S.J., iscut from that same cloth - a doer of good deeds, demonstrating throughaction and compassion for others. Both would disdain the public

accolades for themselves, but would celebrate with quiet pride theiruniversity's number one ranking (see above).

So for our coverage here, for the fifth anniversary of the MassachusettsCorporate Reputation Survey, I take the editor's prerogative to writeabout the good in the world. This is not a naive view. I'm told that themore we smile the better our health will be. The more good that we do,the more others are likely to follow our example. The more we give awayin the name of charity, the more others are going to do the same. Ourreputation for good endures because it lives on. People can alwayschange for the better; organizations can make a fresh start and a newbeginning and try to do good for their employees, their customers, theircommunities and the society as a whole.

On a final note, we dedicate this issue to another quiet and goodperson - John Gorman, the brilliant researcher, pollster and measurer ofcharacter. We lost John this past January, but his thinking will remainwith our efforts for a long time. It was his intelligent insights andurging that helped us to bring the Massachusetts Corporate ReputationSurvey to life. May his goodness live on for many years to come.

S p r i n g 2 0 0 8 v o l . 8 n o . 1

In Celebration of the Good

I s su e s Af f e c t in g Repu ta t i on Manag emen t and S trat e g i c Communi ca t i on s

Peter Morrissey can be contacted [email protected]

Reputation Excellence: www.morrisseyco.com/blog

MASSACHUS E T TS

CORPORATE

R EPUTAT ION

SURVEY

1 Boston College

2 United Parcel Service, Inc.

3 Children's Hospital

4 Blue Cross Blue Shield of MA

5 Massachusetts Institute of Technology

6 Dunkin Donuts

7 University of Massachusetts

8 Harvard University

9 Tufts University

10 Brigham and Women's Hospital

11 Friendly Ice Cream Corporation

12 Yankee Candle Co.

13 BJ's Wholesale Club

14 Tufts/New England Medical Center

15 Staples

16 Tufts Health Plan

17 Massachusetts General Hospital

18 Harvard Pilgrim Health Care

19 Stop and Shop

20 Boston University

21 Home Depot USA, Inc.

22 Northeastern University

23 Reebok International Ltd.

24 Citizens Bank

25 Shaws Supermarkets

{MCRS - continued on PG 2

Survey summary available at: www.morrisseyco.com/survey


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This issue of the Mount Vernon Reportfocuses on the results of

the fifth annual Massachusetts Corporate ReputationSurvey (MCRS), conducted by Morrissey & Company and

Opinion Dynamics Corporation. As weve discussed in past issues of

the Mount Vernon Report, reputation takes much time and effort to build,

hard work to maintain, and can be tarnished or even ruined in seconds

by bad judgement, misdeeds and transgressions. The MCRS evaluates

the reputations of Massachusetts leading private and public

organizations. We selected 74 Massachusetts-based companies and

organizations that employ a large number of Mass. residents, and asked

200 executives to rate them on six attributes:

As weve seen in past surveys, non-profits have stronger reputations than

for-profits. Boston College, which has appeared in the top 10 for the

past four years, is number one. The only for-profit companies

appearing in the top 10 are UPS (second place) and Dunkin Donuts

(fifth place). We see more non-profits in the top 10 maybe this is

because people view them as working for the greater good? Regardless,

for-profits must work to build their reputations and stand out as excep-

tional companies.

In general, technology and biotech companies are not recognized often

enough by area executives to gain a significant reputation rating.

These companies are sig-

nificant players in our

economy, but they

face the challenge of

building their reputations

among individuals who

arent likely to be users,

patients or investors.

Strategic, targeted commu-

nications programs, sup-

ported by strong people

and programs internally,

can help these companies

raise their profiles.

According to an April 24,

2007 press release issuedby Advancing the Business

of Technology, Massachusetts

has the second-highest

concentration of high-tech

workers in the nation.

Massachusetts high-tech

industry gained 4,300 jobs

(two percent growth) in

2005, the most current

state data available at thattime. Massachusetts remained

the 6th largest cyberstate,

employing 237,500 people, and the state has the second-highest

concentration of high-tech workers in the nation.

As for the biopharmaceutical industry, according to a study released

November 14, 2007 by the Pharmaceutical Research and

Manufacturers of America, the Massachusetts biopharmaceutica

industry employed 55,000 workers in 2005, up 12 percent from 2000

and up 46 percent since 1990. Massachusetts is one of the country

leading centers in the biotech and pharmaceutical industry. In 2005

Massachusetts ranked sixth nationally in the number of jobs, or third

if the results are adjusted for the small size of Massachusetts and it

workforce.

~ Megan Page

More information on this years MCRS is available at

http://www.morrisseyco.com/survey/

You dont build a reputation onwhat youre going to do.

~ Henry Ford

pg. 2

{MCRS - continued from PG 1}

MCRS 2008

Top10 N O N - P R O F I T S1 Boston College

2 Children's Hospital

3 Blue Cross Blue Shield of MA

4 Massachusetts Institute of Technology

5 University of Massachusetts

6 Harvard University

7 Tufts University

8 Brigham and Women's Hospital

9 Tufts/New England Medical Center

10 Tufts Health Plan

Top10 F O R - P R O F I T S1 United Parcel Service, Inc.

2 Dunkin Donuts

3 Friendly Ice Cream Corporation

4Yankee Candle Co.

5 BJ's Wholesale Club

6 Staples

7 Stop and Shop

8 Home Depot USA, Inc.

9 Reebok International Ltd.

10 Citizens Bank General reputation Products and services

Social responsibility

Ethics and corporate governance Workplace environment

Financial stability


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The MCRS has reported once again that nonprofits enjoy the

best reputations among Massachusetts organizations. This year,

Boston College, one of the oldest Jesuit, Catholic universities in the

United States, ranked highest on the survey for the first time. Below,

Jack Dunn, director of public affairs, speaks about BCs rankings and

reputation efforts.

To what do you attribute your success in this years MCRS?

Did you undertake any new or unique programs oroutreach that contributed to your ranking?

We felt it was recognition of Boston Colleges

long-standing efforts to be a good employer, a

generous and involved neighbor, and a leader in

the field of higher education.

BC is a university located in two communities:

the Chestnut Hill community in Newton and

the Brighton community in Boston. Last year,

Saint Columbkilles, the last Catholic school in

Brighton, was preparing to close, so Boston

College invested upwards of $800,000 to save the

school. We created a partnership between the

Archdiocese of Boston, Saint Columbkilles and

Boston College to assist with curriculum development,

teacher training and financial resources. We also helped cre-ate a leadership team and board for the school. For years Boston

College has partnered with several local public schools through our

highly successful Connect Five Initiative. However, reaching out and

saving the last Catholic school in the area was a gesture that was very

much appreciated by the community.

What value do you place on reputation? How do you think this helpyou stand out from your competition?

Reputation is very important. We are an institution that receives

30,000 applications each year for 2,250 seats in the freshman class

making us one of the most competitive, selective and sought-after uni

versities in the United States. Our institutional reputation is an essen

tial ingredient in generating interest in Boston College. That i

why we were honored to have topped the MCRS this year

What advice do you have for other educational institu-tions or nonprofits to help enhance their reputation?

The most important advice is to stay true to your

mission. We have an employee base of 3,400individuals who view Boston College as much

more than a job. They are invested in this institu

tion because they support our Jesuit Catholic

mission and that has proved to be very beneficial

to us in the recruitment and retention of excellen

employees.

Is there anything in store for 2008 that you hope wil

affect your reputation this year?

In December 2007 we announced our strategic plan to invest$1.6 billion in Boston College over the next 10 years, and I think

well see the benefits from the announcement of that strategic

investment. Of course, we will also face the challenges associated with

any announcement that contains $700 million of new construction

projects.

John B. (Jack) Dunn serves as director of public affairs at Boston College. He graduatedfrom Boston College with degrees in political science and Romance languages in 1983.Dunn currently oversees University communications with external media and constituencies,and disseminates all University-related news and information.

~ Sarah Gerrol

pg. 3

Reputation Conversation:Top-Ranked BC Shares Best-Practices and Advice on Reputation Management

The way to gain a good reputation is to endeavor to be what you desire to appear.~ Socrates


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The Mount Vernon Report is published and copyrighted 2008 by Morrissey & Company, an independent Reputation Management and Public Relations firm headquartered at 121 Mount Vernon Street, Boston, MA 02108. Permission to copy anddistribute is granted, provided that full attribution is given to Morrissey & Company. Further commentary or response to any of the topics discussed in this issue is welcome and should be directed to 617-523-4141 or via e-mail to [email protected].

Printed on recycled paper. In an effort to conserve natural resources we have altered the format of the Mount Vernon Report to omit the use of an envelope.

Please visit us on the World Wide Web at: http://www.mountvernonreport.com RepEx Blog: www.morrisseyco.com/blog

pg. 4

Morrissey & Company121 Mount Vernon StreetBoston, MA 02108

Build a Reputation as an Outstanding Employer

Enjoying a reputation for being an excellent place of businessinstills pride and success in employees and can have a substantialeffect on your business. Employees are a companys most valuable

asset and serve as brand ambassadors. Therefore, every action and verbaland nonverbal communication of every employee impacts an organiza-tions overall reputation. Time and again we have seen the importance of

employees enthusiasm about their colleagues and the company they workfor. Positive reputations help employees firmly establish a more positiveframe of mind about their job, coworkers, leadership and responsibilities.

The following is a list of suggestions for how employers and employeescan work together to build a positive reputation. With effective com-munications, employees can maintain, support and protect a companysreputation for the good of every employee and the company as a whole.

Like, Enjoy and Appreciate EmployeesThe attitude toward employees that employers bringto the relationship can have a great impact.Employees easily sense the extent to which theiremployer likes, enjoys and appreciates them, andnegative attitudes can have extensive impact. Theseconcerns can be changed over time, and, without

fail, the employer and employees will benefit.

Celebrate SuccessesEmployees are expected to work together toaccomplish company goals. They should also cel-ebrate together when the goals are accomplished.Celebrations express a companys appreciation for their hard work andhelp motivate employees to continue working toward success.

Be Proud of Advancing EmployeesBe proud when outstanding employees advance their careers by chang-ing employers. Losing an outstanding employee is often disappointing,and turning the loss to an advantage can be a challenge. Rather thanfocus on the negative, organizations must ensure that employees leavewith a positive attitude and a commitment to say good things about

their company. Celebrating these successes will confirm the companysstellar reputation as an excellent place to learn, work and grow.

Compensate FairlyFairness of compensation matters more than level of compensation inbuilding a positive reputation. Where employers sometimes fall short isin realizing that total compensation includes more than just salary and

monetary benefits. Compensation also includes health insurance,retirement programs and paid sick leave, along with other, more out-of-the-box incentives like subsidized cultural offerings.

Provide EducationFew people enjoy doing what they cannot do well. Employee educationis an investment in people. An employers willingness to make thisinvestment in employees helps build a positive image among employees,company customers and others in the community.

Communicate Clearly and OftenAn employee complaint of too much communication is rare; acomplaint of not enough communication is common. Staff meetings,clear instructions, opportunities to ask questions, regular performanceappraisals and planning together for the coming year are just a few

examples of how employers can facilitate commu-nication.

Promote from WithinPromoting from within recognizes an employeespast contribution and shows the employers confi-dence in their abilities and dedication. Promoting

current employees reinforces an employers com-mitment to their people and, in turn, fosters higherperformance and feelings of loyalty toward theorganization.

Community InvolvementCommunity involvement is an excellent way to foster goodwill.Community outreach shows that a company is a good corporate citizenand will help the organization deal more effectively with its neighborsand area decision makers. One of the most important aspects of theseprograms is an organizations support of employees who donate theirtime and energy to charities, initiatives, support groups and other pro-grams. Organizations should recognize and support their community-minded employees.

Recruitment InitiativesIts not enough to just place an ad in the Help Wanted section of the localnewspaper or online database anymore; rather, it is employees that can bea companys most powerful form of advertising. Employees working atcompanies with strong reputations will cultivate relationships with indi-viduals who reflect the companys mission, value and culture, and willserve as your greatest resource for other like-minded candidates.

~ Margaret Brady

the mount vernon report spring 2008 - vol. 8, no. 1

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