future of Reputation Management
Wednesday, May 31, 2006
Syntens, De Ruyterkade
5, 1013 AA Amsterdam [Building
of the Chamber of Commerce]
Our speakers and topics of the event are:
Market Leader, Burson-Marsteller Netherlands
Is reputation manageable?
While there is a search for transparency and corporate governance, management
is at the same time afraid not being in control of the picture what is
being displayed. Their reputation - and moreover that of the company -
is at stake. Despite all rules, regulations, audits and PR efforts. Of
course they want to protect their brands and reputation in front of all
stakeholders, but trying to control everything (in fact trying to control
reality) is a game they can not win. So heres the(ir) big question:
is reputation manageable?
Sure it is, but it doesnt come cheap. A lot of different instruments
within the company have to be directed. But not in the traditional way,
not by strict guidelines and endless control. Directing means setting
the landscape, setting targets and give a clear view on the road ahead.
Not only for internal stakeholders, but for external stakeholders as well.
So far, so good. But how to do it? I will show some ways (theres
not only one way) how to orchestrate and prepare the instruments and the
players. Key words are: inspiration, trust & delegation, complementarities,
understanding dictionaries, output steering, preparedness and of course
What does the future of reputation management look like? Well, come and
Ingo Heijnen, Group Manager, Hill
Reputation management is not the communicator's
While it is a widespread belief that reputation building is all about
having a good CSR programme in place, as well as an effective PR department,
recent cases have shown that reputations only seem to develop significantly
in a postive direction when a company is able to create a clear promise,
communicate it highly visible and stick to it. Recent research shows that
the IT industry has a reputational problem. The reason: it did not fulfill
its promise. IKEA has a very strong reputation - because its promise is
clear, straightforward, continouosly communicated AND fulfilled. TomTom's
reputation is improving at lightspeed - the company keeps delivering on
what it said it would do. These and other cases show that reputation management
is not only the communicator's toy - it is directly linked to company
strategy. And while at this time it depends on company strategy - in the
not too distant future it will influence it.
Director, Fleishman-Hillard Amsterdam
Reputation management, is it effective?
- Brief exploration of the reputation hurricane
in the business arena
- Preview of recent CSR survey conducted
in the US on the attitude of consumers towards an organizations
- New ways of valuing the value of communication
for organizational results
and our moderator is
Developer, FISQ, Media Monks
- end -
The language is English.
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Syntens is a national innovation network for entrepreneurs that has the
objective to increase innovativeness of SME's. Syntens provides support,
matchmaking and consultancy for technological and non-technological innovation.
Syntens strives to enhance the Return On innovation of dutch SME's.
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