Reputation Management:Personal and Corporate

Roy Sheppard

ser·vile [sur-vil, -vahyl]

adjective

1. slavishly submissive or obsequious; fawning: 2. characteristic of slaves; abject: servile

obedience. 3. being in slavery; oppressed.

serv·ice [sur-vis]

noun, adjective, verb. noun 1. an act of helpful activity; help; aid: to do

someone a service. 3. the providing or a provider of accommodation

and activities required by the public or customers

4. the organized system for supplying some accommodation required by the public: e.g. a place to hold a congress/convention

Reputation Management

"Reputation management is the orchestration of discreet initiatives designed to promote and protect one of the companies most important assets - its corporate reputation - and help shape an effective corporate image.“

Edelman Public Relations Worldwide

Some Reputation Questions

• What reputation do you want?• What do you need to do differently to achieve it? • What do people currently say about you and your

organisation ‘behind your back’?• How much would somebody be prepared to pay to use

your name through a license agreement?• What do your competitors do better?• How often do you and your colleagues really focus on

improving your reputation?

www.RoySpeaks.com/ICCA2011

George W Bush

Smart-Worker.com

Geri Halliwell

Smart-Worker.com

Reputation

Your reputation is the sum of what people say about you or your organisation ‘behind your back’.

It is about what other people say about you NOT what you say about yourself.

A ‘good’ reputation is based on how good you make your contacts and customers feel about you and/or your organisation.

Reputation is more about EMOTION, not logic.

Checkout

www.Google.com/alerts

www.artnotoil.org.uk

Peter Simpson, Commercial Director First Direct Bank

“Nobody cares how much you know…..Until they know how much you care.”

Cavett Robert, founder - National Speakers Association, USA

Relationship Loyalty Ladder

Partner

Advocate

Supporter

Client

Purchaser

Prospect

Dimensions of Reputation• Emotional appeal• Products and services• Financial performance • Vision and leadership• Workplace environment• Social responsibility

Source: Harris/Shandwick

The Trust Equation

T = Trust C = CredibilityR = Reliability I = Intimacy

S = Self-orientation

(C + R) + IS

T =

Do more things that increase the ‘score’ on

theseDo things that

decrease the ‘score’ on this

Source: The Trusted Advisor, Maister, Green, & Galford

What your clients look for in a ‘trusted advisor’- someone who….

• Builds a relationship with me based on honest dialogue• Challenges me and gives me what I need, instead of what I think I want or might ask for• Always delivers what and when they say they will deliver• Provides insights about my business and the challenges and opportunities in our sector• Takes my best interests into account

Are you doing business TO your customers or WITH

them?

The Decision Cycle

“Shorten the decision cycle by making the decisions easier for the prospect, by focussing on their particular decision roadblocks, bottlenecks, friction points and rough spots. [Knowing this] will turn into your secret weapon.”

George Silverman “The Secrets of Word-of-Mouth Marketing”

Testimonials

Anatomy of a Testimonial

• Attribution • Specificity• Authenticity • Recency • Broadcast

http://audacity.sourceforge.net/

Reputation Damage Limitation

Crisis Quiz

QuestionYou run a food chain and a Sunday tabloid

newspaper calls late on a Friday to say your burgers have been identified as the ‘worst in the country’ in a survey of fast food outlets. They will run a front page story that weekend and ask if you would like to comment. Do you…

A) Call in your lawyers and seek an injunction to stop the newspaper publishing their article.

B) Offer the paper a deal offering a free burger to anyone who visits one of your outlets on Sunday morning carrying a copy of their newspaper.

C) Provide a written statement defending your burgers and warn you will sue them out of existence if they unfairly harm the reputation of your business.

The Happy Eater chain of restaurants responded to the Sunday People newspaper by:

The Happy Eater chain of restaurants responded to the Sunday People newspaper by:

B) Offering the paper a deal to give a free burger to anyone who visited one of their outlets on the Sunday morning carrying a copy of their newspaper!

When It Hits The Fan

• Look at the situation from the perspective of those directly and indirectly affected

• Be seen to take it seriously by DOING something meaningful and quickly – use a holding statement

• Then conduct a 360 degree assessment• Identify your different ‘audiences’• Distribute more info than ‘necessary’ – with no

B.S. to each audience !• Be seen to listen. Empathise. Apologise. CARE.

www.MichaelBland.com

Thank youEmail: Roy@RoySpeaks.com

Reputation management questionswww.RoySpeaks.com/ICCA2011

Reputation Audiences

• Customers/clients/prospects• Employees• Suppliers• Competitors• Investors• Regulators/government• Community• Industry peers• Media

Smart-Worker.com

What is the ‘lifetime value’ of the average Lexus Car customer?