Slide 1

YOUR LOGO THE ECONOMICS OF REPUTATION CONVERSATION STARTERS Chairman, PRCAs PR Council Chief Executive, Lansons @TONYLANGHAM TONY LANGHAM CMPRCA Slide 2 #ReputationMatters Objectives Stimulate debate Intellectual content Encourage conversation Slide 3 http://www.slideshare.net/Mattcartmell/220714-toolkit-the-economics-of-reputation- 37538296?ref=http://www.prca.org.uk/default.asp?pid=2095 Slide 4 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 cant talk your way out of something you behave your way into George Pascoe-Watson Partner Portland Amanda Mackenzie Formerly Chief Marketing and Communications Officer Aviva Zitah McMillan Formerly Director of Communications and International, Financial Conduct Authority Slide 5 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 Slide 6 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 Slide 7 MEDIA CRITICISM STILL HURTS Senior management care much less about journalists criticism than they used to Source: 114 senior communication professionals, YouGov, August 2014 Slide 8 REPUTATION IS A KEY PART OF EMPLOYEE ENGAGEMENT Embarrassed about where you work? Source: 1,197 employees interviewed by Opinium, February 2015 Slide 9 REPUTATION MATTERS IN CHOOSING EMPLOYER Deciding where to work Salary 65% 41% 33% Type of work Organisations reputation 32% Location 27% Flexibility Source: 1,197 employees interviewed by Opinium, February 2015 Slide 10 EMPLOYEES BELIEVE THEYRE 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 Slide 11 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 theyre responsible Slide 12 THANK YOU TONY LANGHAM @TONYLANGHAM #REPUTATIONMATTERS Slide 13 THE ECONOMICS OF REPUTATION CHAIRED BY TONY LANGHAM CMPRCA CHIEF EXECUTIVE, LANSONS @TONYLANGHAM MILES CELIC DIRECTOR OF GROUP STRATEGIC COMMUNICATIONS PRUDENTIAL @MILESCELIC MARY WHENMAN CMPRCA PRESIDENT WOMEN IN PR @MARYWHENMAN PETER MORGAN CORPORATE AFFAIRS DIRECTOR ROLLS ROYCE @ROLLSROYCE