Beruflich Dokumente
Kultur Dokumente
• Holistic Approach: focuses on a wide list of internal and • A good reputation occurs when the
external stakeholders and emphases the importance of organization’s attributes (its value proposition)
coordinated strategy to manage reputation. A good are both consistent with the needs and interests
reputation is believed to come from the ability of an
organization to match its value proposition and
of key stakeholders and better than the value
behaviors to the needs and interests of key stakeholders. propositions available from competitive
offerings.
• Copyright © 2005, The Institute for Public Relations
•
•
•
Copyright © 2005, The Institute for Public Relations
PO Box 118400, Gainesville, FL 32611-8400
www.instituteforpr.com Elliot Schreiber ©
•
•
PO Box 118400, Gainesville, FL 32611-8400
www.instituteforpr.com
Elliot S. Schreiber©
Reputation Management
Sources of Organizational Value
Defined
Strategy, reputation & brand management
1
The Value of Reputation Reputation Leads to Trust
Strategy, reputation & brand management
NBF TD
SC
Cost of Goods Sold 60.8 49.0 RBC
CAN UBS
Growth in Employment 2.8% 6.9%
BWI Reputational Franchise
ML
Market to Book Value 0.81 1.1 6.9 SP
SFB GM
OR
Net Margin 4.3 8.0
Return on Assets 4.3% 8.4%
6.7
Beta 1.07 1.11 DUN
RJ
HAY
FE
5 Year Averages 6.5 WP
P
DES
CAN
‘02
Cash Flow to Sales 12.8 18.1
TRI
Price-Earnings Ratio 21.7 32.5 6.3 CAN
PAR
‘01
Return on Equity 16.8 38.4
FA
Equity as % of Total Assets 35.3 44.9 LC Year 2003 = $538 in Total
SALCANRES Secondary Commissions Paid on
Long-term Debt to Capital 29.9 24.8 OCT ‘00
Canadian Equity Trading by
Quick Ratio 0.82 1.01 SB GS Canadian Institutions
EPS Growth 7.3 16.5 5.9 DL
7.4
BMO
1. Quality of management
BWI Reputation Franchise
TD
AC SC
‘03 ML
LOM
7.2
SB
OR
RJ
GMP NBF
RBC
2. Ability to attract and keep talented people
CL HAY
FE
‘03
SP UBS
3. Innovation
7.0 W
P 4. Quality of Products and/or Services
CAN
PI DL
TRI
DES
DUN
5. Wise Use of Corporate Assets
CSFB
SP
‘02
6. Soundness of Financials
6.8 FA
‘01 7. Social Responsibility
8. Value as a Long-Term Investment
6.6 JEN ‘00
LY
RES
6.4
0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10%
Market Share of Secondary Commissions
• Copyright © 2005, The Institute for Public Relations
• PO Box 118400, Gainesville, FL 32611-8400
• Copyright © 2005, The Institute for Public Relations
• www.instituteforpr.com
• PO Box 118400, Gainesville, FL 32611-8400
• www.instituteforpr.com
2
Intangible Assets Increasingly Drive Three Sources of Intangibles
Reputation
• Ernst & Young (2003) found that 82% of market 1. Discovery
Strategy, reputation & brand management
. . . . .. .
.
. . . . St. ate.
l e
Business Conduct Company .
i.ra. b . . . .
Des
Communications
Reputation
. . . .
. . . .
Sales & Time
Distribution Service Support Price
Channels Reputation is built and trust is earned by
consistency & continuity of actions over time –
•
•
•
Copyright © 2005, The Institute for Public Relations
PO Box 118400, Gainesville, FL 32611-8400
www.instituteforpr.com
Elliot S. Schreiber© finding the line of best fit •
•
•
Copyright © 2005, The Institute for Public Relations
PO Box 118400, Gainesville, FL 32611-8400
www.instituteforpr.com
For employees & external stakeholders : • Reputation occurs when the organization’s value
Time proposition matches the needs and interests of
Elliot S. Schreiber, Ph.D.
key stakeholders;
Reputation =
∑ Organization’s Attributes
Stakeholder Values
X Experience • The relationship between organizational value
proposition and stakeholder needs is modified by
experience, either by direct interaction, or
Where: through visibility (communications), or via 3rd-
Organization’s Attributes = Firm’s value proposition (attributes) to party information;
stakeholders
Stakeholder Values = The importance of the company’s attributes to • Reputation problems seem to not impact highly
stakeholders reputable companies as much as those with
Experience = How stakeholders perceive they have been treated reputations built over less time.
by the organization and whether its Promise is valid
Elliot S. Schreiber © •
•
•
Copyright © 2005, The Institute for Public Relations
PO Box 118400, Gainesville, FL 32611-8400
www.instituteforpr.com
3
“Reputation Resiliency” Negative Messages Erode Reputation faster
than Positive Message Build Reputation
Strategy, reputation & brand management
• Copyright © 2005, The Institute for Public Relations Source: Schreiber & Ipsos-Reid 2004 • www.instituteforpr.com
In
Elliot S. Schreiber, Ph.D.
Behaviors
rs
20 points more to 20 points points or
te
de
more
rn
ol
al
eh
Al
Work for 41 % 23 % 21 % 52 % 14 % 8%
ak
ig
Business Policies
St
nm
to
& Practices
en
Recommend 43 % 17 % 23 % 52 % 14 % 8%
ty
t
ili
&
b
Co
si
Vi
Loyal 57% 14 % 13 % 61 % 10 % 7%
nt
ro
Organization Values
ls
Trust 42 % 18 % 23 % 51 % 15 % 10 %
Invest
45 % 16 % 22 % 52 % 12 % 9%
• Copyright © 2005, The Institute for Public Relations
•
•
•
Copyright © 2005, The Institute for Public Relations
PO Box 118400, Gainesville, FL 32611-8400
www.instituteforpr.com
•
•
PO Box 118400, Gainesville, FL 32611-8400
www.instituteforpr.com Elliot Schreiber©
Source: Schreiber & Ipsos-Reid 2004
Environment
Organization
Reputation
2. What are the attributes we want key stakeholders
External
Capabilities
Management
to ascribe to our organization?
4
Reputation Management Process Financial Results are Really a Proxy of
(RMP) © Doing Well by Employees & Customers
Steps:
Strategy, reputation & brand management
Elliot S. Schreiber©
Customer Satisfaction & Excellence (CATCSE)
– Employees
Ability to attract
– Customers/Clients
Employees & retain employees $ – Shareholders
• You need to then determine what stakeholders
Ability to attract are needed to support your activities with
Clients/Customers & retain clients $ employees, customers and shareholders—this
will differ from industry to industry
Ability to attract $ • Prioritize stakeholders into 1) those who drive
Other & retain stakeholders sales, 2) those who are needed to help support
Stakeholders sales, and 3) those whose actions, if not
addressed, could impede sales.
Source: Christopher Bart • Copyright © 2005, The Institute for Public Relations • Copyright © 2005, The Institute for Public Relations
•
•
PO Box 118400, Gainesville, FL 32611-8400
www.instituteforpr.com
Elliot S. Schreiber© •
•
PO Box 118400, Gainesville, FL 32611-8400
www.instituteforpr.com
Elliot S. Schreiber©
High
Elliot S. Schreiber, Ph.D.
Demand Created by: Advertising & Demand Created by: sales and Integrated
product-in-use by endorsers communications to create referrals
Value of Corporate Reputation: Value of Corporate Reputation:
Importance to Revenues
5
Integrating Communications with The Process Helps Companies Align
Organizational Strategy Objectives & Activities at All Levels
Go
gy
ve
te
Tactics
Group
rn
Tactics Tactics
ra
an
St
ce
Metrics Metrics Metrics Division
Reputation Scorecard
Ownership: SBU SBU SBU SBU
Prime …………………………………………………………………..
Support…………………………………………………………………
• Copyright © 2005, The Institute for Public Relations
• PO Box 118400, Gainesville, FL 32611-8400
• www.instituteforpr.com
•
•
•
Copyright © 2005, The Institute for Public Relations
PO Box 118400, Gainesville, FL 32611-8400
www.instituteforpr.com
Elliot S. Schreiber© Source: adapted from Balanced Scorecard Collaborative, 2003 Elliot S. Schreiber©