The Reputation Complex
t: @pbeucler
“When the winds of change blow,
some people build walls and others
build windmills.”
Agenda
I trust your clients are
asking you many
questions, these days,
like…
…and most importantly: why
Reputation Management is such a
challenge in a world where…
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
Reputation Management has to face
a very unfriendly, suspicious,
negative environment
L’air du temps:
Seen in a restaurant
in Berlin
Few years ago, Reputation was a somewhat
elusive intangible asset, in the hands of a
little number of gatekeepers.
Photo from untitlism on Flickr
In a nutshell, we’re dealing with low predictability
Low level of public trust
vs.
High level of people’s
empowerment:
=
RISK ZONE
Reputation as the #1 risk
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Reputation as the #1 risk
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Reputation as the #1 risk
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.
FROM LOW
INTENSITY
CONTROVERSIES
TO HIGH
INTENSITY CRISIS:
Every issue is potentially global, social, viral.
Photo from Gamma-Ray Productions on Flickr
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
The news curve
The crisis curve
The ‘real world’ crisis
Example: BP
Gulf of Mexico
oil spill
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The ‘flash mob’ crisis
Example:
Greenpeace vs.
Nestlé KitKat
Example:
Greenpeace vs.
Nestlé KitKat
Government
officials
inspecting road
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Why a Command Center matters today
So, what is
it about?
It’s mainly about two essential dimensions:
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…
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
The Power of a Clear Positioning: PricewaterhouseCoopers
The Power of Consistency: Munich Re
The Power of being an Employer of Choice: Dow Chemical
The Power of being a Good Corporate Citizen: Tata Group
The Power of Cultural Leadership: GE
investors clients public
Corporate
Reputation
So, what are the
core pillars?
Purpose:
Corporate Citizenship:
Employer Value Proposition:
Social Openness:
See Coca Cola Enterprises:
