1. Managing Reputational Risk

2. Table of Contents BEYOOONLINE.COM 2 1. About BEYOO ONLINE
2. What is Online Reputation Management (ORM)?
3. What is Reputation?
4. Reputation – Competitive Advantage
5. Impacts on the Maintenance of Value Advantage
6. How reputation can be damaged?
7. Catastrophes Impact Reputation
8. Crises
9. Key Managerial Responses
10. Crisis Provides 2
Managing REPUTATIONAL RISK

3. 1. About BEYOO ONLINE BEYOOONLINE.COM Where? Who? What? 3
Geneva, Switzerland & Sofia, Bulgaria
Reputation Advisers
Social Media Marketеrs
Creative Services
SEO Professionals
Content Creators
Submission Experts
Online Monitoring Specialists
Web Analysts
Who?
What?
Online Reputation Management Services 3
Managing REPUTATIONAL RISK

4. 2. What is Reputation? BEYOOONLINE.COM Reputation is:
an intangible asset
greater than brand
offering premium value growth opportunities to shareholders
sum total of all stakeholders’ experience 4
Managing REPUTATIONAL RISK

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3. Reputation – Competitive Advantage
Reputation includes brand and a premium for latent value such as managerial expertise, innovation, intellectual property. 5
Managing REPUTATIONAL RISK

6. Management of reputation is crucial to maintenance of value advantage
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4. Impacts on the Maintenance of Value Advantage
Management of reputation is crucial to maintenance of value advantage
“If I lost all of my factories and trucks but kept the name Coca-Cola, I could rebuild my business. If I lost my name, the business would collapse”.
CEO, Coca-Cola 6
Managing REPUTATIONAL RISK

7. Reputation can be destroyed very rapidly.
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5. How Reputation can be damaged?
Reputation is damaged when something is done that causes stakeholders to lose trust in an organization.
It does not matter whether it is real – it is the perception that counts.
Reputation can be destroyed very rapidly.
Last Saturday’s Herald tied Telecom’s recent approach to a well known 1990’s UK jewelry case. 7
Managing REPUTATIONAL RISK

8. 6. Managing Reputational Risk
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6. Managing Reputational Risk
Understand the value of your entity’s reputation.
Treat reputation holistically.
Understand interrelationships within the business.
Identify and prioritize the main causes of reputational risk.
Communicate these causes to key management.
Have a crisis plan when all else fails. 8
Managing REPUTATIONAL RISK

9. The latter has been identified as the most significant factor.
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7. Catastrophes Impact Reputation
Research supports that the impact of a crisis on a firm’s market value can be explained by the:
direct financial consequences
the managerial skills not previously taken in to account.
The latter has been identified as the most significant factor.
A crisis provides a unique opportunity for the financial markets to evaluate management prowess. 9
Managing REPUTATIONAL RISK

10. Crises are unavoidable but can be optimally managed.
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8. Crises
Crises are unavoidable but can be optimally managed. 10
Managing REPUTATIONAL RISK

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9. Key Managerial Responses
The managerial responses identified as having a significant impact on the outcome are:
Communications
Media management
Timely and effective operational response.
These aspects have a complex relationship and should be addressed in a coordinated and simultaneous manner.
Experience shows that the best results are obtained from a planned “balanced team approach”. 11
Managing REPUTATIONAL RISK

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10. Crisis provides
A crisis provides the unique opportunity for you to demonstrate managerial prowess and expertise to stakeholders thus enhancing Reputational Value. 12
Managing REPUTATIONAL RISK

13. QUESTIONS & ANSWERS

14. THANK YOU Feel free to contact us at info@beyooonline.com
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