Business Link Reputation Management part 1
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Transcript of Business Link Reputation Management part 1
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Reputation management
Anita Syvret
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Reputation matters
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“I want my life back,” Tony Hayward, former BP CEO
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“Estamos bien en el refugio, los 33.”
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Creating an image
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Protecting an image
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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
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Exploiting an image
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• $2bn annual marketing budget
• £7m UK marketing budget
• Brand worth £41bn• Shape of the bottle
protected by patent
Investing in an image
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Marketing and PR:
what’s the difference?
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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.
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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
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Marketing
• brand
• logo
• position in the market place
• USP
• target market
• competition
• supply chain
• customer base
• production
• pricing
• distribution
• people
• website
• literature
• profitability
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Tools of a marketing strategy
• PR
• Advertising
• Market research
• Leaflets/brochures
• Trade shows and events
• Databases
• E-marketing and internet
• Direct marketing (eg, letters)
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PR: giving journalists what they want
A good story(and a good picture)
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People: promotions, leavers, joiners
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Staff achievements
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Staff achievements
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On his bike
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Retirements
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New uniforms – or bikes!
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Refurbishment
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New premises
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New premises
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New shop
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New image
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Newimage, and animal magic!
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New image
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New venture
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New products
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New contracts
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Good business news
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Anniversaries
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Awards
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Awards
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Awards
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Awards
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Awards
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Schools
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Schools
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Schools
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Job swaps and stunts
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PR stunts
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PR and marketing stunts
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PR and marketing stunts
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Marketing campaigns: goodhttp://video.google.com/videoplay?docid=1731400614466797113#
http://www.youtube.com/watch?v=iYhCn0jf46U
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Marketing campaigns: oops!
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Fancy that
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Fancy that