Managing reputation - LEWIS PR
Post on 10-May-2015
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Who do you think you are?Managing reputation
COO, LEWIS PR
Paul Charles
Paul CharlesCOO
The landscape has changed…
Communication is no longer linear (create, publish, consume) – it is cyclical
Speed and flow of information is immediate and constant
Brands can no longer be controlled, only managed
Consumers have the power
Twitterers
Bloggers
Journalists
Accountants
Lawyers
Historians
Truth
Media is less concerned with fact, more with a ‘good’ story eg the fall of Arthur Andersen, climate change, WMD, etc
Speed
Speed kills truth
VisualVideo
AnimationPhotos
Infographics
AdvertisingSocial marketing
Brochures
MonitoringBrandwatch
Meltwater BuzzChatterscope.com
SourcesSlideShare
QwikiWikipedia
OnlineLanding pages
E-mailersBlogsViralsApps
E-Books
EventsSponsorship
Speaker programme
Social networking#trends
Bookmarking
Message
PRNews Story
FeatureAnalysis
CommentsIn Depth
Against objectivesWhere it’s relevantTo inform decisions
Against objectivesWhere it’s relevantTo inform decisions
What is reputation management? Listen
Talk
Engage
Measure
BRANDS
What are people saying?
Where are they saying
it?
Who are they saying it
to?
What are people saying?
Where are they saying
it?
Who are they saying it
to?
Join in with
conversations
Respond to questions
Share information
Join in with
conversations
Respond to questions
Share information
Build relationshipsMake it online & f2f
Ask questions
Build relationshipsMake it online & f2f
Ask questions
B2B marketing today
THINK: Business objectives and messaging • Live and breathe the brand • Choose appropriate channels• Reputation affects recruitment, sales, employees, clients
STRATEGY
THINK: Create and repurpose • Exploit multiple channels• Make it regular and consistent• Keep it simple
CONTENT
THINK: Audiences and influencers• Get found by target audiences• Be associated with key topics• Own the space above competitors
OPTIMIZATION
THINK: Monitoring and measuring• Choose the right tools• Set goals but be realistic• Feed back into strategy
ANALYSIS
Recent cases
Didn’t have an obvious crisis plan in placeDidn’t say sorry quickly enoughSpokespeople were not good enough or non-existentBrands were tactical, not strategic
When a crisis calls
Make sure you actually do have a crisis on your hands
Gather information quickly and establish the known facts
Engage only the most relevant media
Is negative social media traffic gaining traction?
When a crisis calls
The public demands openness and honesty 24 hours a day
Seek to become the definitive voice on the issue, ensuring media demands are met swiftly
Show that you “give a damn” - the public judge lack of corporate compassion very harshly
Keep your shareholders fully informed via Twitter/Facebook
Audience Question 1
Do you think the BP oil spill permanentlydamaged BP’s reputation?
YesNoDon’t Know
Audience Question 2
Which media channel can cause the mostdamage to a company’s reputation?
Traditional media (print, broadcast etc.)Social media (Twitter, Facebook, Youtube etc.)Don’t know
Top 5 tips
Make sure you have a reputational management plan in place
Do not neglect internal communications
Use social media channels to track the reach and sentiment of the debate that surrounds you
Post-crisis, carry out a full response evaluation exercise
Re-build your reputation using traditional AND social media channels
Any questions?
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