YOUR LOGO THE ECONOMICS OF REPUTATION CONVERSATION STARTERS Chairman, PRCA’s PR Council Chief Executive, TONY LANGHAM CMPRCA

#ReputationMatters Objectives Stimulate debate Intellectual content Encourage conversation

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THE EXPERT PERSPECTIVES “Old fashioned PR was talking to the markets once a quarter” “Amazed by how quickly things blow up, how quickly they blow away” “You can’t talk your way out of something you behave your way into” George Pascoe-Watson Partner Portland Amanda Mackenzie Formerly Chief Marketing and Communications Officer Aviva Zitah McMillan Formerly Director of Communications and International, Financial Conduct Authority

REPUTATION AFFECTS EVERYTHING Benefits of enhanced reputation Recruit/retain staff 93% 91% 75% More positive coverage More effective marketing 69% Government influence 67% Benefit of doubt from stakeholders Source: 55 in-house communication directors, YouGov, August 2014

CEOs BELIEVE IN THE POWER OF REPUTATION Who believes reputation “affects bottom line a large amount”? CEO 68% 56% 41% CMO The board 31% Senior managers 25% CFO Source: 114 senior communication professionals, YouGov, August % All staff A large amount

MEDIA CRITICISM STILL HURTS “Senior management care much less about journalists’ criticism than they used to” Source: 114 senior communication professionals, YouGov, August 2014

REPUTATION IS A KEY PART OF EMPLOYEE ENGAGEMENT Embarrassed about where you work? Source: 1,197 employees interviewed by Opinium, February 2015

REPUTATION MATTERS IN CHOOSING EMPLOYER Deciding where to work Salary 65% 41% 33% Type of work Organisation’s reputation 32% Location 27% Flexibility Source: 1,197 employees interviewed by Opinium, February 2015

EMPLOYEES BELIEVE THEY’RE RESPONSIBLE Responsibility for maintaining reputation? All staff 63% 27% 25% Leader Senior management 17% Board 16% Marketing/PR team Source: 1,197 employees interviewed by Opinium, February 2015

CONVERSATION STARTERS Reputation affects everything CEOs believe in the power of reputation Reputation is a key part of employee engagement Reputation matters in choosing an employer Media criticism still hurts Employees believe they’re responsible

THANK YOU TONY #REPUTATIONMATTERS

THE ECONOMICS OF REPUTATION CHAIRED BY TONY LANGHAM CMPRCA CHIEF EXECUTIVE, MILES CELIC DIRECTOR OF GROUP STRATEGIC COMMUNICATIONS MARY WHENMAN CMPRCA PRESIDENT WOMEN IN PETER MORGAN CORPORATE AFFAIRS DIRECTOR ROLLS