Transcript ppt Lucas Michels

Introducing…
a meaningful, positive, measurable
impact
on your performance
International, networked
• 85% of our clients work with more than one
Fleishman-Hillard office
• Our top 100 clients work with an average of
eight Fleishman-Hillard offices
• Our most networked client works with 30 of
our >80 offices
Today’s realities
in the
business arena
Today’s* 31 realities in the business
arena
* Subject to constant change!
Call for transparency
Functionality?
Senses!
Self-confident people
Individualists
Stakeholders
Mergers
Internet
Rational
Broadcasters
Communities
Global
Virtual
Issues
Power shifts
Experiences
Interference
Critical
Self-propelling
Ego
Emotion
Weblogging
Decisive
Active
Scandals
Spoilt
Role shifts
Lay-offs
Powerful
Perceptions
Shareholders
Activists
How people consider
organisations, nowadays
Critical
Rational
Emotional
What organisations
need to do
balanced communication and
behavior approach
This critical attitude requires a
•
Taking into account both
•
Taking into account the
–
•
•
outside-in perspective:
Stakeholders points of view,
Taking into account the
–
rational and emotional aspects,
inside-out perspective:
Organisation’s points of view,
And have all this
ongoing
managed in balance, simultaneously, and
Outside-in perspective:
reputation drivers
Emotional
Appeal
Vision
& Leadership
Products
& Services
REPUTATION
Social
Responsibility
Financial
Performance
Workplace
Environment
Source: Reputation Institute
Inside-out Perspective:
5 steps to corporate fame
1. Authenticity the essence: vision – mission - values – positioning
2. Distinction recognizably different – distinctive promise – stand out
3. Consistency in actual behavior + in all communication programs
4. Transparency open yourself up - disclose information timely
5. Visibility participate actively – make your initiatives visible
Reputation Perspective:
Build balanced programmes
Emotional
Appeal
• Feel Good About
• Admire and Respect
• Trust
Corporate Communication &
Management Communication
Products &
Services
• High Quality
• Innovative
• Value for Money
• Stands behind
Marketing Communication &
Experiential Marketing
Vision &
Leadership
• Market Opportunities
• Excellent Leadership
• Clear Vision Future
Workplace
Environment
• Good Place to Work
• Good Employees
• Rewards Fairly
Financial
Performance
Social
Responsibility
• Authentic
• Distinctive
• Consistent
• Transparent
• Visible
• Record of Profitability
• Low Risk Investment
• Growth Prospects
• Outperforms Competition
• Supports good causes
• Responsibility for Community, Environment
Employee Communication &
Employer Branding
Investor Relations &
Financial Communication
Corporate Citizenship &
Community Communication
US Consumer Opinion
Survey on CSR (Preview)
• FH and National Consumers League
• Purpose: capture average consumer’s
attitude towards CSR
• US adult consumers, all 50 states
• 800 telephone interviews, 30 minutes
• Q1 2006
“Employees Matter Most”
• Nearly 50% say: treating + paying
employees well is most important
– Not environmental stewardship or
philanthropy
“Values Are Critical”
• Strong feeling for companies with values
that are aligned with their personal values
• “Extremely” or “very” important to
work for (79%),
buy products/services from (65%),
and socialise with (72%) those companies
who have similar values and principles
Overall Finding
• American consumers, empowered by
technology, are setting their own agendas
on Corporate Social Responsibility,
… rather than taking cues from the
business world or traditional social
activists
How To Value Our Efforts?
• How align communications activities with
corporate goals and strategy?
• How allocate budget and effort across
activities/programs to maximise the
business impact?
• How measure and manage the value that
communication really creates?
Wouldn’t It Be Great To…
• Define the specific business value
generated by communications in terms of
– Profitability,
– Market share,
– Revenue,
– Employee turnover,
or any other measure that matters to corporate
management?
Wouldn’t It Be Great To…
• Distinguish the value created by corporate
communication and evaluate the
contribution of marketing PR compared to
other campaign elements, in terms of
– Unit sales,
– Revenue,
– Or other measures?
Wouldn’t It Be Great To…
• Be able to predict the potential creation of
additional value from specific messages of
communications activity?
Measurement is Evolving
Where we are
Where we were
Where we began
DATA
Counting
COMMUNICATIONS
OUTPUT
COMMUNICATIONS
OUTPUT
Analyzing
EFFECT
EFFECT
Establishing Causation
ORGANIZATIONAL
OUTCOMES
Communications CoPilot
sm
A statistically based measurement framework,
Communications CoPilotsm has the power to:
> Demonstrate the total value created by a
communications campaign
> Identify communications activities creating most value
> Drive strategic and tactical decision-making in the
communications function, including functional
structure/integration and program development
> Compare performance in a particular area to your
industry’s or peers’ performance
Scenario Planning
• Develop and conduct customized scenario
planning simulation exercises to help
management teams prepare for special
situations, including product launches and crisis
situations
• The customized scenario planning models are
responsive to inputs and reactions developed by
exercise participants, helping managers
formulate future strategy
Bundled Expertise: CCW
• Communications Consulting Worldwide
(CCW) is the measurement-based
communications consulting unit
affiliated with Fleishman-Hillard
• It helps organizations measure, manage
and grow the value of communications
• It was developed through a two-year
investment by Fleishman-Hillard
Case Study: Transportation
Company
• A major transportation company wanted to
determine the contribution of media relations
activities to its target business outcome:
revenue
• They provided CCW with media relations data,
customer satisfaction survey data and financial
data to create a robust model for measurement
Determine
Outcomes
& Data
Collect
Comms
Data
Prepare
Data
Run
Comms
CoPilot
Analyze
Results &
Effects on
Outcomes
Shape
Strategy
Case Study: Transportation
Company
• Findings:
– The message themes that have the most
significant contribution to revenue, include
corporate culture & CEO, management
strength and employee relations
– Media relations contributes approximately
$300 million in annual revenue
• The client is now using CCW analysis to shape
upcoming media relations program
development
Wrap up
• Effectiveness of communication can be
measured – through statistical analysis
• Reputation can be managed
• Do not underestimate the intangibles
• Carefully balance inside-out and outside-in
• Be yourself, and show yourself
Thank You
Fleishman-Hillard Europe, Reputation Management
www.fleishmaneurope.com
Lucas Michels
Chair, European Practice Group Corporate Reputation Management
Telephone: +31 20 406 5930
[email protected]