1. Corporate Reputation Partially based on Ronald Alsop’s,
18 Immutable Laws of Corporate Reputation
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2. A. Establishing a Good Reputation
Maximize your most powerful asset
“The purest treasure mortal times afford is a spotless reputation.” – Shakespeare
“A strong corporate reputation is a life preserver in a crisis and a tailwind when you have an opportunity.” Bill Margaritis of FedEx
3.65 years to restore a reputation
Measure your reputation
Reputation quotient
Fortune, Forbes
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3. Establishing, cont. Adapt to multiple audiences
Rate audience importance
Levi Strauss case
Live your values and ethics
Performance appraisal
Reaffirm, reinforce, revise
Community service
To publicize or not publicize?
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4. Establishing, cont. Convey a Compelling Vision Create Emotional Appeal
Microsoft –”A computer on every desk and in every home.”
JetBlue – “to bring humanity back to air travel”
Create Emotional Appeal
Maytag Repairman
Customer delight
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5. B. Keeping a Good Reputation
“Glass, china, and reputation are easily cracked, and never well mended.”
- Benjamin Franklin
Recognize your shortcomings
Hardee’s GM
Monitor ever-present perils
Starbucks case ($130/water 9/11)
Chief Reputation Officer
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6. Keeping cont. Use employees as champion Control the Internet
AT&T “Monkey Biz”
Ben and Jerry’s, Manager Of the Mission
Control the Internet
www2.coca-cola.com/contactus/myths_rumors/index.html
E-influential
Positive = 11 others
Negative = 17 others
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7. Keeping cont. Speak with a single voice Beware of reputation “rub-off”
Logos (example IBM = 800 logos)
Consistency & clarity
Beware of reputation “rub-off”
K-mart & Martha Stewart
Oil companies
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8. C. Repairing Reputations
Manage crises with finesse
Fix it right the first time
“Show me, don’t tell me”
Never underestimate the public cynicism
ROT: Big = Bad
If all else fails, change your name
Case – Anderson Consulting to Accenture
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9. D. Odds & Ends Develop an AA pyramid Scrutinize your core messages
Remember the tale of the hummingbird feeder
Memorable
Actionable
Motivational
Enduring
Comprehensive
Theme 1
Theme 2
Theme 3
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