Club of Amsterdam
the future of Reputation Management
Reputation is a new currency
Supporter
Syntens
presentations
ppt by Mirko Creyghton and “Cures for the Company Blues”
ppt by Ingo Heijnen
ppt Lucas Michels
Mirko Creyghton, 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 here’s the(ir) big question: is reputation manageable?
Sure it is, but it doesn’t 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 (there’s 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 communication.
What does the future of reputation management look like? Well, come and find out!
Ingo Heijnen, Group Manager, Hill and Knowlton
Reputation management is not the communicator’s toy
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 positive 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 fulfil its promise. IKEA has a very strong reputation – because its promise is clear, straightforward, continuously communicated AND fulfilled. TomTom’s reputation is improving at light speed – 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.
 Lucas Michels, Director, Fleishman-Hillard AmsterdamReputation 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 organization’s reputation
- New ways of valuing the value of communication for organizational results
16:30
Welcome by our Moderator 
Bram Alkema, Business Developer, FISQ, Media Monks
16:45
Part I:
Mirko Creyghton, Market Leader, Burson-Marsteller Netherlands
Is reputation manageable?
Ingo Heijnen, Group Director, Hill and Knowlton, The Netherlands
Reputation management is not the communicator’s toy
Lucas Michels, Director, Fleishman-Hillard Amsterdam
Reputation management, is it effective?
17:45
Coffee break with drinks and snacks.
18:15
Part II: Panel with the Speakers
and our Moderator 
Bram Alkema
Mirko Creyghton
Market Leader, Burson-Masteller Netherlands
Mirko Creyghton joined Burson-Marsteller in July 2004 as Director BrandPR. As of January 2005 he became Managing Director & Market Leader, responsible for the Dutch office. Mirko is a seasoned specialist in branding, marketing, PR and marketing communications management he is a strong believer in building bridges between marketing and PR strategies/implementations to establish strong brands and reputations. Mirko consults clients as ProRail, Smead, Accenture, Essent, Amsterdam Partners, American Chambers of Commerce.
Prior to working with Burson-Marsteller, Mirko worked in marketing and communication management functions with Fortis (financial services) and INHOLLAND University (education). As a managing consultant Mirko worked for BBDO and TMP Worldwide serving local and global clients across industries on issues and strategies regarding (employer) branding, marketing communications, PR, (re)positioning and corporate design.
For years Mirko was a member of the Examination Committee of the post-graduate Master course Brand Management of the University of Groningen. Last year Mirko was responsible for PR & Communications as a board member of the Organizing Committee of the World Championships Baseball 2005 in The Netherlands. Currently Mirko is a member of the Board of Advisors of Amsterdam Partners and he is chairman of the Membership Committee of the American Chamber of Commerce in the Netherlands. He also is a member of the Effie jury.
Mirko holds a Masters degree in Brand Management of the University of Groningen. He graduated at the University of Tilburg as an Economist specialising in Marketing & Marketing research.
www.burson-marsteller.com
Ingo Heijnen
Group Director, Hill and Knowlton, The Netherlands
Ingo has, as member of the Hill & Knowlton board, the responsibility for the launch and integration of the Specialists Group within Hill & Knowlton. Next to that, the Financial Communications Group reports to him. Ingo is strategic advisor to clients as DSM, Biogen, GE Capital and Roche. He is also one of the senior crisis consultants within Hill & Knowlton.
History
Before Ingo’s appointment to Group Director, he had been the Group Manager for the Healthcare practice which followed his position as senior consultant in the Corporate Communications practice. Prior to Hill and Knowlton, he has been working as international communication manager with Royal Numico. He worked on the establishment of the Nutricia brand in the European healthcare industry. He had been involved with the launch of clinical nutrition and functional nutrition, in the Netherlands and abroad.
Prior to Royal Numico, Ingo has worked as PR manager with Citroën Nederland, and before that he already worked with Hill & Knowlton in Amsterdam as consultant for several companies in various sectors.
Other Information
Ingo served as officer with the Royal Airforce, as PR officer. Ingo studied journalism and communications. Ingo is bilingual (Dutch and German) and is fluent in English and French. He holds positions as guest lecturer in Reputation management at Hogeschool Windesheim as well as the Academy for Management of the University of Groningen.
www.hillandknowlton.com
Lucas Michels
Director, Fleishman-Hillard Amsterdam
Lucas Michels (1958) is a director at Fleishman-Hillard Amsterdam. He heads Fleishman-Hillard’s European practice group Corporate Reputation Management.
Lucas has been professionally dedicated to communications for some 25 years. His personal skills and interest are especially in the fields of corporate branding, corporate reputation management and experiential communication.
He started his career as a journalist before going on to become communications manager at Ericsson, Nokia and ICL Fujitsu in pure international business-to business-environments. The next step in his career brought him into the corporate communication agency arena, where as a senior strategic corporate communications and reputation consultant he serviced many international clients like ASML, Baan Company, Dell, Nokia, Philips and TNT, during a decade.
During that era, after the initial success of landmark campaign ‘Nokia Game’ in the Netherlands, he has also been responsible for bringing this first true corporate brand experience campaign into Europe, for client Nokia in 2000.
Near the end of 2003 he joined Cordys –the new venture of Jan Baan- as a Director of Corporate Communication, positioning and introducing the new company to the market. He joined Fleishman-Hillard in the Netherlands late 2005.
Lucas holds a degree in journalism and an international master degree in Corporate Communication (MCC) from the Erasmus University in Rotterdam, the Netherlands.
www.fleishman.com
Bram Alkema
Business Developer, FISQ, Media Monks
Moderator, Coach, Speaker, Visiting Professor, MBA teacher, Principal Consultant Business Strategy, Senior Manager Business Development, Senior Manager Consultancy Development, Business Modeler, New Media conceptualist, Blogger
www.mediamonks.com
Lucas Michels, Director, Fleishman-Hillard Amsterdam
Ingo Heijnen, Group Director, Hill and Knowlton, The Netherlands
left to right:
Ambassador, Professor Mary N. Lar, Embassy of Nigeria, John Grüter, Digital Knowledge, Ingo Heijnen, Group Director, Hill and Knowlton, The Netherlands, Lucas Michels, Director, Fleishman-Hillard Amsterdam and Mirko Creyghton, Market Leader, Burson-Marsteller Netherlands
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