Download presentation
Presentation is loading. Please wait.
1
Corporate Identity & Relationships
The Key to Sustained Success 9/21/2018
2
1. Corporate Identity Definition: A collective understanding of the organization’s features presumed to be central and relatively stable and that distinguish the organization from others. Features Centrality and stability Distinguishable 9/21/2018
3
2. Examples of Identity What three words do you associate with the following firms? K-mart Microsoft GE UWGB Taco Bell Southwest Airlines 9/21/2018
4
3. Typical identity issues
Financial soundness Ability to attract, develop & keep talented people Responsibility to the community & environment Leadership in field Quality of management Quality of products & services Innovativeness Wise use of corporate assets 9/21/2018
5
4. Good - Bad Good Bad Rubbermaid Intel Southwest Airlines 3M
Home Depot Bad Humana TWA Revlon Fruit of the Loom 9/21/2018
6
5. Developing a reputation
Org. Strategy Corporate Communications Projected images Institutional Mandates Reports by media and others Refracted images People select images 9/21/2018
7
6. Consequences of Reputation
Distort available but slightly inconsistent information to fit schema. Stabilizes observer’s perceptions Influences perception over time Creates a valuable asset because it “buffers firms from immediate negative reactions” when unfavorable things occur 9/21/2018
8
7. Influences on reputations
Media Communications Employee Communications Investor Communications Community Communications Corporate Reputation Consumer Communications Government Communications Crisis Communications 9/21/2018
9
8. Managing Media Relations
Know the terrain Prepare appropriately Manage the interview Learn from your experience 9/21/2018
10
Know the terrain News format Documentary Panel discussion Forum Live
Taped Documentary Panel discussion Forum 9/21/2018
11
Prepare appropriately
Decide whether to do it or not Contact them Why are you doing this program? Why me? Who is the ER? Will it be live or recorded? Any films or props? (response to videos) Who else will be there? What questions will be asked? 9/21/2018
12
Prepare appropriately (cont.)
Plan your strategy Distill the message Animal farm: “4 legs good, 2 legs bad” Have a maximum of 3 points with subpoints Tell stories & anecdotes. Compare: “Animal fats are bad for you.” “My friend died from eating animal fat. Use analogies 9/21/2018
13
Plan your strategy (cont.)
Repeat the message (It’s not that people are stupid, they may not be paying attention) Anticipate their angle. (Example: Archbishop of Canterbury visit to NYC) Dress Appropriately Avoid narrow stripes & checks Watch out for flashy jewelry etc. Remember “nothing is off the record” 9/21/2018
14
Manage the interview Adopt the appropriate manner
Lean slightly forward Look at the ER Use your hands Have notes Be sincere and enthusiastic 9/21/2018
15
Manage the Interview (cont.)
Use these rules of thumb Don’t let the ER butt in without a fight. Refute incorrect statements. Avoid jargon. Stay off the defensive. Don’t get sidetracked. Let audience know when the ER “springs” something 9/21/2018
16
ROT (cont.) If the ER rephrases your statements, make sure s/he got it right. If not, correct the statement. Tape the interview (unless it is live) 9/21/2018
17
Practice this scenario
Think of something you’d like to say of importance Think up the nastiest, most loaded question about the subject. Put the two together 9/21/2018
18
9. Managing Investor Relations
Who are the investors? What might be their concerns? How do you communicate with them? 9/21/2018
19
Who are the investors? Owners of the company (shareholders)
Who can own shares? Privately-held company Publicly traded company Investor relations primarily deals with Publicly traded companies 9/21/2018
20
What might be their concerns?
Pending lawsuits Growth opportunities Competitive environment Projected earnings (profits) Market position Executive team issues (e.g., CEO succession) Social responsibility 9/21/2018
21
How do you comm. with them?
Annual report Requirement Financial results CEO letter Controlled Mass Media (e.g., Gates in WSJ) Press Releases Special Mailings Web sites 9/21/2018
Similar presentations
