Kevin Murray
Transcript of Kevin Murray
The case of the missing value
THE MAN WHO KNEW TOO MUCH
Kevin Murray, Chairman
P.D. James “What the detective story is about is not
murder, but the restoration of order.”
40 years a communicatorCrime reporter
News editorManaging editor
BayerUKAEA
BABell Pottinger
Good Relations GroupAuthor
Who am I?
CardiffHamburg
LeedsLondon
ManchesterMunich
New YorkSingapore
We are The Good Relations Group
We help clients build trusted brands by leveraging the power of good
Good actions. Good engagement. Good recommendations.
280people
300
clients
My case
What we do is more valuable than we argue…
Are we measuring the right things?
Where should we be looking?
How do we up the game?
The need for ‘quivering antennae’
TRUST IS MONEYReputation = £60 billion
Paul Polman, Global Chief Executive of Unilever
New world of transparency
Constant scrutiny
Challenge
SpeedInstant reputational ruin
Perpetual communication
Billions of pounds of value wiped off the share price. And there’s the key
Value isn’t where it used to be…
$35 trillionin soft assets
$25 trillion
Where should we be looking?
Case one
The story of the inspiration gap
Engagement Drivers
Visibly inspiring leadershipOrganisational integrityEngaging messagesEmployee Voice
Tangible Benefits
Income growthProductivity/performanceCustomer SatisfactionInnovationLower absenteeismRetentionHealth & safety
1,500 MANAGERS
Inspiration Quotient 7/10
STRONGEST
1. PoV
2. Feedback
WEAKEST
12. Engagement
11. Vision (inspiring)
™
The lower in rank, the lower in skills
4,000 WORKERS
5/10 Inspiration Quotient
1/5 Inspiring
1/20 Very inspiring
Inspiration deficit
™
Engagement Drivers
Visibly inspiring leadershipOrganisational integrityEngaging messagesEmployee Voice
Tangible Benefits
Income growthProductivityCustomer satisfactionInnovationLower absenteeismRetentionHealth & safety
UPPING OUR GAME?
£2 million plus fee incomeNew consulting modelsCredibilityProfile
The Value?
What you do depends on great leadership throughout your organisation
Reputation comes mainly from what you do and how you engage with stakeholders and
whether they recommend you
Case two
The story of the undervalued soft assets
Intangible assets build competitive edge
*Government Report
$35 trillionvalue from
‘soft’ assets
Reputation and Trust
Culture and Values
Leadership and Communication
Skills and Competencies
Processes and Systems
Knowledge
Relationships
Greatest value in reputation, relationships and trust…
How to up our game?
To build trusted brands, we believe our clients need to:
Be a force for good and be seen as a force for good
Build and maintain good relationships, through better engagement, and…
Help stakeholders to become advocates, in order to drive good recommendations
At Good Relations, we believe that there are three drivers of trust and reputation
Introducing ‘Triple-G’
Our Triple G rating, researched by our sister company OLR, was designed to accurately score and measure performance against all three elements of what we call ‘The Power of Good’
Putting it all together
Putting it all together
UPPING OUR GAME?• Additional revenues• Repositioning for new Group• Quality conversations for
more opportunities• New value-adding consulting
models and approaches.
UPPING THE GAME: Where do you want to be?
The only PR Group to have the cover of Marketing Week
Findings
The benefits of looking at the world differently
The value of thought leadership
The positive returns of listening to customers
Physician, heal thyself…
Thank you