the economics of reputation

YOUR LOGO THE ECONOMICS OF REPUTATION CONVERSATION STARTERS Chairman, PRCA’s PR Council Chief Executive, Lansons @TONYLANGHAM TONY LANGHAM CMPRCA

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YOUR LOGO

THE ECONOMICS OF REPUTATIONCONVERSATION STARTERS

Chairman, PRCA’s PR CouncilChief Executive, Lansons

@TONYLANGHAM

TONY LANGHAM CMPRCA

#ReputationMatters

Objectives

Stimulate debate

Intellectual content

Encourage conversation

http://www.slideshare.net/Mattcartmell/220714-toolkit-the-economics-of-reputation-37538296?ref=http://www.prca.org.uk/default.asp?pid=2095

THE EXPERT PERSPECTIVES

“Old fashioned PR was talking to the markets once

a quarter”

“Amazed by how quickly things blow up, how quickly

they blow away”

“You can’t talk your way out of something you behave your way into”

George Pascoe-WatsonPartnerPortland

Amanda MackenzieFormerly Chief Marketing and Communications OfficerAviva

Zitah McMillanFormerly Director of Communications and International, Financial Conduct Authority

REPUTATION AFFECTS EVERYTHING

Benefits of enhanced reputation

Recruit/retain staff 93%

91%

75%

More positive coverage

More effective marketing

69%Government influence

67%Benefit of doubt from stakeholders

Source: 55 in-house communication directors, YouGov, August 2014

CEOs BELIEVE IN THE POWER OF REPUTATION

Who believes reputation “affects bottom line a large amount”?

CEO 68%56%41%

CMO

The board

31%Senior managers

25%CFO

Source: 114 senior communication professionals, YouGov, August 2014

14%All staff

A large amount

No opinion5%

Disagree63%

Agree32%

MEDIA CRITICISM STILL HURTS

“Senior management care much less about journalists’ criticism than they used to”

Source: 114 senior communication professionals, YouGov, August 2014

Yes, now9%

Yes, past12%

No, never 79%

REPUTATION IS A KEY PART OF EMPLOYEE ENGAGEMENT

Embarrassed about where you work?

Source: 1,197 employees interviewed by Opinium, February 2015

REPUTATION MATTERS IN CHOOSING EMPLOYER

Deciding where to work

Salary 65%

41%

33%

Type of work

Organisation’s reputation

32%Location

27%Flexibility

Source: 1,197 employees interviewed by Opinium, February 2015

EMPLOYEES BELIEVE THEY’RE RESPONSIBLE

Responsibility for maintaining reputation?

All staff 63%

27%

25%

Leader

Senior management

17%Board

16%Marketing/PR team

Source: 1,197 employees interviewed by Opinium, February 2015

CONVERSATION STARTERS

Reputation affects everything

CEOs believe in the power of reputation

Reputation is a key part of employee engagement

Reputation matters in choosing an employer

Media criticism still hurts

Employees believe they’re responsible

THANK YOUTONY LANGHAM@TONYLANGHAM#REPUTATIONMATTERS

THE ECONOMICS OF REPUTATIONCHAIRED BY TONY LANGHAM CMPRCA

CHIEF EXECUTIVE, LANSONS@TONYLANGHAM

MILES CELICDIRECTOR OF GROUP STRATEGIC COMMUNICATIONSPRUDENTIAL@MILESCELIC

MARY WHENMAN CMPRCA

PRESIDENTWOMEN IN PR

@MARYWHENMAN

PETER MORGANCORPORATE AFFAIRS DIRECTORROLLS ROYCE@ROLLSROYCE

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