Post on 15-May-2015
description
Reputation management
Anita Syvret
Reputation matters
“I want my life back,” Tony Hayward, former BP CEO
“Estamos bien en el refugio, los 33.”
Creating an image
Protecting an image
Protectingan image
“Undermines the faith of ordinary people across the world in the effectiveness of giving to people in their hour of need,” Sir Bob Geldof
Exploiting an image
• $2bn annual marketing budget
• £7m UK marketing budget
• Brand worth £41bn• Shape of the bottle
protected by patent
Investing in an image
Marketing and PR:
what’s the difference?
Public relations
• Press• newspapers• magazines
• radio
• TV
• internet
Getting your name in the papers without having to pay for it. And keeping your name out of the papers when things go wrong.
Marketing
“The management process responsible for identifying, anticipating and satisfying customer requirements profitably.”
Chartered Institute of Marketing
“The right product, in the right place, at the right time, at the right price.”
Dennis Adcock
Marketing
• brand
• logo
• position in the market place
• USP
• target market
• competition
• supply chain
• customer base
• production
• pricing
• distribution
• people
• website
• literature
• profitability
Tools of a marketing strategy
• PR
• Advertising
• Market research
• Leaflets/brochures
• Trade shows and events
• Databases
• E-marketing and internet
• Direct marketing (eg, letters)
PR: giving journalists what they want
A good story(and a good picture)
People: promotions, leavers, joiners
Staff achievements
Staff achievements
On his bike
Retirements
New uniforms – or bikes!
Refurbishment
New premises
New premises
New shop
New image
Newimage, and animal magic!
New image
New venture
New products
New contracts
Good business news
Anniversaries
Awards
Awards
Awards
Awards
Awards
Schools
Schools
Schools
Job swaps and stunts
PR stunts
PR and marketing stunts
PR and marketing stunts
Marketing campaigns: goodhttp://video.google.com/videoplay?docid=1731400614466797113#
http://www.youtube.com/watch?v=iYhCn0jf46U
Marketing campaigns: oops!
Fancy that
Fancy that