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Managing Corporate Reputation
Thorogood Publishing, November 2003, Pages: 277
You cannot ignore the fact that corporations are under the microscope as never before.
It’s not surprising that reputation has moved to the centre of strategic thinking, but how many companies know how to manage or measure it – let alone have a reputation strategy? Far too few.
Now this expert, readable and practical report puts that right.
The dynamics of corporate reputation…
... and the governing factors are complex. Will an ethical stance lead to a growth of reputation capital? Will that result in improved financial performance? What are the issues that can impact most on reputation, and how best to minimise risk?
These are just some of the topics addressed by this report.
Factors that have focused the fiercer spotlight on reputation:
- Corporate scandals exposed in the media
- Pressure from NGOs
- Corporate governance issues
- Globalisation and increased competition
- Trade liberalisation and increasing competition
This report shows you how to:
- Develop PR, brands and relationship management as the vanguards of your corporate reputation
- Strengthen your internal as well as external communications
- Improve the effective management of your stakeholders
- Build trust in the corporation at a time of failing confidence and increasing media pressure
The Structure of this report
1. The origin of reputation
- Is reputation in our genes?
- What is corporate reputation?
- Corporate identity(self presentation)
- Corporate image
- Corporate reputation
- Does one corporate image exist?
- Ways of creating a a corporate image from identity
- The eight most significant factors in the formation of an image
- The role of PR and branding in reputation management
- Exercises and discussion points
- Who is a stakeholder
- Stakeholder theory and reputation
- The classification of stakeholders
- Multiple and overlapping stakeholders
- Customer markets
- Internal markets
- Recruitment markets
- Supplier and alliance markets
- Influence markets
- Referral markets
- Stakeholder mapping
- Assessing the importance and influence of stakeholders
- Conducting a stakeholder analysis
- Exercise and discussion point
3. Internal communications and corporate reputation
- Brand evolution
- New corporate world order
- The key customer – the employee
- Enhancing reputation through internal communication
- The wider context of internal marketing
4. Brands: the glue of reputation
- Brands: the ultimate business tool
- Are brands in crisis?
- The rise of relationship marketing and customer equity
- Archetypes and developing brand icons
- Why are brands so important?
- Can corporate reputation and brands be one and the same?
- The rise of the own label brands
- Brand names and slogans
- Corporate brands
- Reputation, risk and the corporate brand
- Brand experience
- The concept of brand equity
- Financial performance measures
- Exercise Conclusion
5. The tools of corporate reputation: integrated marketing communications (IMC)
- The marketing mix
- The concept of IMC
- Situation analysis
- The Key elements in communications mix
- PR’s gatekeeping role in corporate reputation
- Direct marketing
- Word of mouth/viral marketing
- Exhibitions and events
- Packaging and design
- A final word on image and identity
6. Corporate social responsibility and ethics
- CSR, reputation and financial performance
- The concept of sustainability and the triple bottom-line
- The position of NGOs: who guards the guards
- Cause-related marketing (CRM)
- The cause-based fit: associative consistency
- Breast cancer and CRM
- Mission marketing
7. Strategy, planning and measurement
- Strategy – what exactly is it?
- The strategic planning process
- Corporate capabilities
- Positioning strategy
- Risk Strategies
- The reputation audit
- The reputation plan
- What affects reputation?
- Dealing with change
8. Risk, issues and crisis management
- What is risk?
- What is risk management?
- Risk and value-led organisations
- Issue management
- Crisis and disaster management
- Disaster management
- Exercise and discussion point
9. E-marketing and reputation management
- Online and offline
- Cyber crime and security
- Technologies and processes: how they enhance and develop reputation
10. Case studies and essays
- Case study 1: Why reputation is the most important asset at FedEx
- Case study 2: Volvo Car Corporation: A model citizen
- Case study 3: The Duke of Edinburgh’s Award International Association
- Case study 4: Sarasota Memorial Health Care System (Florida, USA)
- Case study 5: ITF – The International Trust Fund for demining and mine victims assistance – Slovenia
- Case study 6: The HSBC global education challenge – ‘A race for education’
- Essay 1: The true meaning of reputation
- Essay 2: Forty-Sixty, the new Eighty-Twenty
John Dalton is Director of London School of Public Relations and Branding (LSPR) and LSPR-Worldwide. Since 1992 John has been teaching and involved with PR both in the UK and globally. He combines his teaching with various private clients whom he has helped with branding, image development and repositioning.
Susan Croft is an international public speaker and corporate trainer. She is founder and partner of ASC Training and Consulting where she is responsible for communications and sales training. Previously, she was a senior consultant with the international PR firm Hill and Knowlton. Prior to this she ran her own Los Angeles-based PR agency which was subsequently acquired by a leading international firm.