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
Thats what The Reputation
Complex is:

What is Corporate Reputation?

Why Corporate Reputation matters, today:

Corporate Reputation is what supports Corporate Equity

A fast-changing ecosystem
Reputation Management has to face
a very unfriendly, suspicious,
negative environment
Lair 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, were dealing with low predictability
Low level of public trust
vs.
High level of peoples
empowerment:
=
RISK ZONE
Reputation as the #1 risk

Reputation as the #1 risk

Reputation as the #1 risk

It takes 20 years to build
A reputation and five
minutes to ruin it.
If you think about that
youll do things
differently.

The post-disintermediation Age

From Public Affairs to Peoples Affairs.

The power of
empowered
people.
The power of
empowered
people.
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

2. Interplay between local and global

photo from h.koppdelaney n Flickr

3. Interplay between planning and responding

The news curve
The crisis curve
The real world crisis
Example: BP
Gulf of Mexico
oil spill
Example: BP
Gulf of Mexico
oil spill

The flash mob crisis

Example:
Greenpeace vs.
Nestl KitKat
Example:
Greenpeace vs.
Nestl KitKat
Government
officials
inspecting road

Why a Command Center matters today

So, what is
it about?
Its mainly about two essential dimensions:
Its primarily about articulating the key components
of Reputation today

Its then about rightly engaging with all stakeholders:

content & relationship

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:

Over the past few

years, some
companies which
happened to be at
stake did better
than others,
because

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: