11
Reputation Management and Dealing
with Media
Yao Lixin
Director of Organization and
Communication Department, RCSC Sept. 5th, 2013
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The reputation of RCSC represents general
recognition and appraisal of stakeholders on
RCSC’s long-term work and performance, including
awareness, reputation and credibility.
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• Reputation management of RCSC:
Establish, maintain and develop good
reputation, mitigate and eliminate
reputation risks.
• Good reputation is RCSC’s core
competitiveness.
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1. Advance agenda setting in media reports
From Red Cross Agenda, to Media Agenda, and then to
Social Agenda,
Leading in Chinese humanism cause.
( I ) Conduct media communication, set up humanism values
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2. Establishing humanism communication
platform in the era of mobile Internet
In Feb 2011, John Doerr , a general partner at KPCB venture capital firm (Kleiner Perkins Caufield & Byers) firstly proposed the concept of “SoLoMo”.
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Building SoLoMo-based humanism communication platform
(1) Work with mainstream media, key news websites,
commercial portal websites and mobile news media.
(2) Develop RCSC’s media (RCSC News, Fraternity magazine,
official website, official micro-blog, WeChat, Chinese human
website, mobile app. etc.)
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3. Media communication in marketing 3.0
Goal Sell more products as possible
satisfy customer needs and retain customers
Make the world better
Industrial revolution Information technology New technology waveMotivator
How companies view the market
A large number of customers to satisfy their physiological needs
A small customer base to pursue for sense and sensibility
whole person with sense, sensibility and spirit
Key marketing concepts
Corporate marketing guidelines
Value proposition
Product development Differentiation Value
Product technology indicators
Company and product positioning
Corporate mission and value
Functionality Function and sense Function, sense and spirit
Product-based Marketing Consumer-oriented Marketing
Value-driven marketing
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Characteristics of Marketing 3.0: New media opinion configuration
Horizontal trust relationships
Value-driven marketing
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News communication in the era of marketing 3.0: Guided by culture, value export
Guided by culture:
RCSC cultural construction: Building core value
system
Theory exploration: Actively become a thought
leader, enter the field of top-level media
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Value export
Influence ideology firstly, and then behavior.
Promoting humanism value through story-telling.
Special reports on donor’s Red Cross
stories
http://gongyi.gmw.cn/jzzs.htm
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4. Plan and conduct key public communication activities
2013 National Youth Red Cross Knowledge Competition
• http://d.youth.cn/zt/zsjc/
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Our common cause
(II) Strengthening communication and service with stakeholders
RCSC
Companies
International organization
Social organization
Members
Volunteers
Donors
Citizens
Media
Government
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Stakeholder relationship
management: Seek economically
effective and innovative
communication methods, establish,
maintain and develop trust relationship
between RCSC and social public
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Organize and implement
communication and service activities
facing for donors, volunteers, youth,
members and other stakeholders. Experiential marketing: Promoting humanism through activities
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(III) Build and manage Red Cross brand
1. Red Cross Public Welfare
Advertisement
2. Standardize the use of RCSC logo system
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0
500
1000
1500
2000
2500
3000
2012 2013
冠名红十字医院的数量
3. Normalize the management and cooperation of hospitals entitled Red Cross
The number of hospitals entitled Red Cross
04/22/23 2727
Bank Card designed in line with Red Cross logo regulation
04/22/23 2828
UnionPay/MasterCard designed in line with RCSC logo regulation
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Promote distinguished figures and stories in Red Cross development, commend distinguished organizations and individuals.
Guo Mingyi, Role Model of China’s Red Cross cause
4. Select brand spokesman from Red Cross cause
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Online rumor communication route:
Weibo (Microblog)—> Weibo celebrities —> Online
media(news websites, portal websites) —> traditional media (news, broadcasting, TV)
“Guo Meimei event”: an online rumor occurred under
new media environment in the period of social
transformation.
(IV) Respond public opinion events, conduct reputation risk management
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“Evolution” of online rumors
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1. Public opinion monitoring and judgment
2. Work with government network management
authorities to deal with public opinions 3. Identify reputation risks and mitigate potential risks.
Reputation risk management: From end control (public opinion
management) to source control (Identify and manage
reputation risks)
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Management according to laws:
the way that CRSC guards its
reputation
CARE
3C COMMUNICATE
CONTROL
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Thank You !