Business Link Reputation Management part 1

Reputation management

Anita Syvret

Reputation matters

“I want my life back,” Tony Hayward, former BP CEO

“Estamos bien en el refugio, los 33.”

Creating an image

Protecting an image

Protectingan image

“Undermines the faith of ordinary people across the world in the effectiveness of giving to people in their hour of need,” Sir Bob Geldof

Exploiting an image

• $2bn annual marketing budget

• £7m UK marketing budget

• Brand worth £41bn• Shape of the bottle

protected by patent

Investing in an image

Marketing and PR:

what’s the difference?

Public relations

• Press• newspapers• magazines

• radio

• TV

• internet

Getting your name in the papers without having to pay for it. And keeping your name out of the papers when things go wrong.

Marketing

“The management process responsible for identifying, anticipating and satisfying customer requirements profitably.”

Chartered Institute of Marketing

“The right product, in the right place, at the right time, at the right price.”

Dennis Adcock

Marketing

• brand

• logo

• position in the market place

• USP

• target market

• competition

• supply chain

• customer base

• production

• pricing

• distribution

• people

• website

• literature

• profitability

Tools of a marketing strategy

• PR

• Advertising

• Market research

• Leaflets/brochures

• Trade shows and events

• Databases

• E-marketing and internet

• Direct marketing (eg, letters)

PR: giving journalists what they want

A good story(and a good picture)

People: promotions, leavers, joiners

Staff achievements

Staff achievements

On his bike

Retirements

New uniforms – or bikes!

Refurbishment

New premises

New premises

New shop

New image

Newimage, and animal magic!

New image

New venture

New products

New contracts

Good business news

Anniversaries

Awards

Awards

Awards

Awards

Awards

Schools

Schools

Schools

Job swaps and stunts

PR stunts

PR and marketing stunts

PR and marketing stunts

Marketing campaigns: goodhttp://video.google.com/videoplay?docid=1731400614466797113#

http://www.youtube.com/watch?v=iYhCn0jf46U

Marketing campaigns: oops!

Fancy that

Fancy that