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The Reputation Complex - Navigating The Blur in A Liquid World

The 'Reputation Complex' is a moving combination of various factors, components and drivers that are linked in a close and complicated way. This combination brings with it, for all organizations, equal risks and opportunities – the first to be managed and the second to be exploited in the right manner. MSLGROUP's Chief Strategy Officer Pascal Beucler shares his thoughts on the fast transformation of reputation management and what it means for our clients and for us.

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1K views

The Reputation Complex - Navigating The Blur in A Liquid World

The 'Reputation Complex' is a moving combination of various factors, components and drivers that are linked in a close and complicated way. This combination brings with it, for all organizations, equal risks and opportunities – the first to be managed and the second to be exploited in the right manner. MSLGROUP's Chief Strategy Officer Pascal Beucler shares his thoughts on the fast transformation of reputation management and what it means for our clients and for us.

Uploaded by

MSL
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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The Reputation Complex

t: @pbeucler
When the winds of change blow,
some people build walls and others
build windmills.
Agenda
I trust your clients are
asking you many
questions, these days,
like
and most importantly: why
Reputation Management is such a
challenge in a world where
Thats what The Reputation
Complex is:

What is Corporate Reputation?

Why Corporate Reputation matters, today:

Corporate Reputation is what supports Corporate Equity

A fast-changing ecosystem
Reputation Management has to face
a very unfriendly, suspicious,
negative environment
Lair du temps:
Seen in a restaurant
in Berlin
Few years ago, Reputation was a somewhat
elusive intangible asset, in the hands of a
little number of gatekeepers.
Photo from untitlism on Flickr
In a nutshell, were dealing with low predictability
Low level of public trust
vs.
High level of peoples
empowerment:
=
RISK ZONE
Reputation as the #1 risk

Reputation as the #1 risk

Reputation as the #1 risk


It takes 20 years to build
A reputation and five
minutes to ruin it.
If you think about that
youll do things
differently.

The post-disintermediation Age

From Public Affairs to Peoples Affairs.


The power of
empowered
people.
The power of
empowered
people.
FROM LOW
INTENSITY
CONTROVERSIES
TO HIGH
INTENSITY CRISIS:
Every issue is potentially global, social, viral.
Photo from Gamma-Ray Productions on Flickr
1. Interplay between mainstream and social

2. Interplay between local and global


photo from h.koppdelaney n Flickr

3. Interplay between planning and responding


The news curve
The crisis curve
The real world crisis
Example: BP
Gulf of Mexico
oil spill
Example: BP
Gulf of Mexico
oil spill

The flash mob crisis


Example:
Greenpeace vs.
Nestl KitKat
Example:
Greenpeace vs.
Nestl KitKat
Government
officials
inspecting road

Why a Command Center matters today


So, what is
it about?
Its mainly about two essential dimensions:
Its primarily about articulating the key components
of Reputation today

Its then about rightly engaging with all stakeholders:


content & relationship

Building & managing a reputation today is


firstly building and managing a content
strategy, then rightly engaging ON IT with
ALL RELEVANT AUDIENCES
A few examples
Stakeholders today
care about a variety
of topics which are
directly impacting
firms reputation:

Over the past few


years, some
companies which
happened to be at
stake did better
than others,
because

The Power of a Strong Purpose: IBM


The Power of a Clear Positioning: PricewaterhouseCoopers
The Power of Consistency: Munich Re
The Power of being an Employer of Choice: Dow Chemical
The Power of being a Good Corporate Citizen: Tata Group
The Power of Cultural Leadership: GE
investors clients public
Corporate
Reputation
So, what are the
core pillars?
Purpose:
Corporate Citizenship:
Employer Value Proposition:
Social Openness:
See Coca Cola Enterprises:

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