1. Chief Executive Chartered Institute of Public Relations
Jane Wilson
Chief Executive
Chartered Institute of Public Relations

2. What you say: Building Reputation from the Inside Out

3. What makes up a Corporate Reputation?
90% of respondents identified reputation as one of the primary assets for their organisation.*
*Economist Survey 2005

4. Reputation Factors*
*Courtesy Reputation Institute. RepTrack & WorkRep TM

5. You can’t fake authenticity
When the CEO is proud of the organisation it shines through and can have a huge impact on the success of employee engagement

6. Your Internal Audience
Engagement
Vocal Detractors
Active Ambassadors
Silent Assassins
Passive Supporters
Pride

7. Identify your Reputation Ambassadors
MY JOB

8. Getting it Wrong Inconsistent internal and external messages
‘Parachuting’ in from HQ
Second hand news
No awareness of ‘local issues’
One way traffic

9. Walking the Talk A passion and pride that comes from the top
A focus on integrity and transparency
Identifying your potential reputation ambassadors
Tailoring your message for local markets