Christophe Ginisty – 12 May 2016

BACKGROUND INFORMATION

– Creator of the ReputationTime cycle of

conferences

– Head of Digital at FTI Consulting EU

– Former IPRA President

– Edelman’s European Digital Evangelist

(2011 – 2012)

– Founder of Internet sans Frontières

– Creator & MD Rumeur Publique

– TV consultant

– Blogger since 2004

– Visiting professor

What are CEO’s

specific reputation

challenges?

Distrust!

Diversification of the information flow

Increase in volume of conversatons

We are living in a world

characterized by the

impossibility to deal with

all the information

published

Increasing scarcity of

traditional influencers

The American Society of News

Editors has lately reported double-digit

decline in newsroom count every year.

Distrust

Diversification of information flows

Volume of conversations

Scarcity of traditional influencers

What is reputation?

Reputation is the sum of images that

people have of a leader nurtured by the

following critical components:

performance, history, behavior, as well a

communications.

You work on your image and

you earn your reputation

Not an easy job!

• In control

• Public

• Inspirational

• Clear

• Accessible

• Convinced

• Accountable

SHOULD YOU WANT IT OR NOT,

PEOPLE ARE TALKING ABOUT YOU

ONLINE

– Don’t let people speak on your behalf

– Don’t let people interpret your silence

– Manage the agenda

– Select what you want to share

– Set the tone

– Become the main character of your own

image

STAND OUT BY PROACTIVELY

BECOMING AN IDEA STARTER

– Communicate

– Express your values

– Share your purpose

– Set your goals

– Be specific

IN THE SOCIAL MEDIA ERA, REAL

LEADERS ARE EASY TO FOLLOW

– Communicate where your target

audience is having their most active

conversations

– Think “Impact”

– Tell stories that move people

– Express doubts and ask questions

– Show you care

PEOPLE DON’T HAVE TIME ANYMORE

TO DEAL WITH CONFUSION AND

OPACITY

– Be straightforward

– Be brief

– Be sincere

– Be consistent on the long term

– Be focused

– Don’t speak too much

SOCIAL NETWORKS HAVE

CONTRIBUTED TO BUILD BRIDGES

BETWEEN PEOPLE

– Be connected

– Be live (sometimes)

– Be your own author

– Be as transparent as possible

– Be human

AS THE CEO, YOU ARE THE ONE WHO

DECIDES AND SET THE AGENDA FOR

THE ORGANISATION

– Don’t be shy to express decisions and

comments with authority

– Don’t be scared to be publicly criticized

– Don’t be visibly moved by hostility

– Become the message

– Frequently remind the key messages

– Update on progress

AS THE LEADER, YOU ARE

RESPONSIBLE FOR THE ENTIRE

ORGANISATION

– Always show you care (for your

stakeholders, not for yourself)

– Be fast to respond to any issue

– Condemn any unacceptable attitude and

apologize when appropriate

– Fix the problems

– Turn issues into opportunities

Are you

People have understood they

control the information age,

so they try to do it for real.

Why do you do it?

How do you do it?

What do you do?

to any public figure, including CEOs

Neglecting one of these

questions or keeping opacity

can lead to suspicious and

then to assumptions that will

nurture reputation crisis.

Reputation management is

all about bringing

consistency and connecting

the dots

Why do you do it?

How do you do it?

What do you do?

And here are the most

singular aspects of a leader’s

reputation

Why do you do it?

How do you do it?

What do you do?

REPUTATION STRATEGY BUILDING

1) Who are you?

• Rationally

• Emotionally

2) Why are you doing what you do?

• Rationally

• Emotionally

3) How are you doing it?

• Precisely

4) Is what you do different?

• Proof points