the challenge of reputation
TRANSCRIPT
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International Public Relations
and Political Communications MA courses
Cardiff University
9 March 2010
Mike LoveFCIPR
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We don’t believe a word of this CV … and we’d like to offer you the job
Challenge & change3
2007
McDonald’sturnedaround
2007
1978
2005
1995
1975
2002
2000
2010
Being glocal
1990
1980
1975
Campaigning4
5
Growth
300 to 1,000
Turnaround6
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Complexity
Change8
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Some thoughts and lessons
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Get me my communications director in here now!
Be in the room11
An issue ignored…is a crisis assured!12
“In an environment of government inaction, consumer uncertainty and media hysteria
…McDonald’s voice remained one of cool leadership”.
“Burgers are safesays Minister”
Nov 1995 Mar 1996 June 1997
“It could be worse than AIDS”
No beef at McD!
“McDonald’s initiative
captured the agenda and leadership”
Department of Health Chief press officer
BSE – CJD Link “likely”
“McD saysBritish beef is safe”
Complacency Crisis Taking control Shaping the debate Recovery
Identify reality gaps13
Perception Negative & True
Perception Negative & False
Perception Positive & True
Mitigate the perception
Reinforce the perception
No change
Change the reality
Change theperception
Check reality& engage
Perception Reality Communication
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.Einstein develops his theory of negativity
Define your battleground15
Think ahead16
Focus on the end-game17
Networks and advocacy18
Top-down
Conversation Talk
Bottom up
Media online and offline
Employees
Consumers
Influencers
Investors
RetailersAcademics
Government
StaticTop-down
Interactive Conversation
DynamicTalk-back
Audience
outtakeCommunications
outputBusiness
outcome
Measure outcomes, not output19
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Can anyone remember what we actually do?
Get back to the floor21
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Make it personal
Storytelling connects23
The protagonist
The inciting incident
The call to action
The worse alternative
The antagonist
The conflict
The quest
The change
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Style is relative
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Inside-out
Outside-in26
Don’t just sit there – hire someone who agrees with me
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“we don’t do thesethings to win elections
… we have to win elections so we can do these things.”
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My blog: http://miclove.wordpress.com/