CORPORATE COMMUNICATION - KEY TO SUCCESS • Miguel Angel Aguirre, General Manager EDELMAN SPAIN
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Transcript of CORPORATE COMMUNICATION - KEY TO SUCCESS • Miguel Angel Aguirre, General Manager EDELMAN SPAIN
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Corporate Communication: key to success
The 7-Ps model
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We operate in a world without trustFundamental crisis of confidence in the world’s most regarded organisations
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GLOBAL 57 China 80 Singapore 76 India 71 Mexico 68 Hong Kong 67 UAE 66 Malaysia 64 Canada 62 Indonesia 62 U.S. 59 Netherlands 59 Brazil 55 Germany 55 France 54 Sweden 54 UK 53 Italy 51 Australia 50 Poland 48 S. Korea 47 Ireland 46 Argentina 45 Spain 42 Turkey 42 Japan 41 Russia 36
2011 20132012
DIS
TRU
STER
STR
UST
ERS
NEU
TRAL
GLOBAL 51China 76UAE 68Singapore 67India 65Indonesia 63Mexico 63Netherlands 61Hong Kong 61Canada 58Malaysia 57Italy 56Argentina 54Australia 53Brazil 51Sweden 49U.S. 49South Korea 44Poland 44U.K. 41Ireland 41France 40Germany 39Spain 37Japan 34Russia 32
After a year high of distrust, shift back to neutral
GLOBAL 55Brazil 80
UAE 78
Indonesia 74
China 73
Netherlands 73
Mexico 69
Singapore 67
Argentina 62
India 56
Italy 56
Canada 55
South Korea 53
Sweden 52
Japan 51
Australia 51
Spain 51
France 50
Poland 49
Germany 44
U.S. 42
U.K. 40Russia 40Ireland 39
Composite score is an average of a country’s trust in all four institutions. Informed Publics ages 25-64 in 20-country global total 3
Big Changes from 2008
Germany +19China +18Canada +14India +11
Big Changes from 2012
Germany +16France +14UK +12US +10
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The world has changed
Nothing works in isolation anymore. A new reality has emerged…• changing contexts & hierarchies• a media landscape in constant flux• social media is mainstream media• authority has been dispersed• society’s tectonic plates have shifted• conversations start anywhere & involve
influencers of all stripes
The sum of these changes is the move from a shareholder to a stakeholder society...• a shift from free market to shared market; • from passive to active; • from shareholder to stakeholder; • from consumer to citizen.
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analogue
Communications & the evolution of influence
Elite
Mass
authority humanity
yesterday
my clover my influence network
social digital
Social Advocists
Employees
Citizen Consumers
today
Elites
Mass
PLA
TFO
RM
S / A
GG
RE
GA
TIO
N S
ITE
S
CO
MM
UN
ITIE
S
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© Edelman Employee Engagement Practice, 2013. All rights reserved. For more information, contact [email protected].
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REPUTATION is an aggregate perception of what stakeholders believe a company has done, based on perceptions of that company’s conduct and behaviour over time
TRUSTis a measure of what
stakeholders expect a company will do, based on the company’s performance in relation to those
stakeholders’ expectations
REPUTATION...is an aggregate “analysis“
of past behavior TRUST...is an expectation of future
behavior based on past performance
Edelman point of view on trust and reputation
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New realities for corporate communicators
COMPLEXITYMULTIPLE
STAKEHOLDERS
Companies accountable for more than making
money (social responsibility,
employee treatment)
Forming opinions via multiple inputs;
Rise of new influencers
Conversations start anywhere
NEW TECHNOLOGIES
BUSINESS & ECONOMICREALITIES
Democratizationof media
Social media IS mainstream media
Increasing sense of urgency to transform
business during time of economic uncertainty
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The 7-Ps model
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1. Promotion: Corporate reputation &
strategy
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2. Participation:Employee and social
engagement
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© Edelman Employee Engagement Practice, 2013. All rights reserved. For more information, contact [email protected].
Employees with technical expertise are far more trusted than top executives
Employees continue to be a steady, reliable source of information, especially compared to the CEO
20132012
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© Edelman Employee Engagement Practice, 2013. All rights reserved. For more information, contact [email protected].
Three key actions to build trust
Use storytelling to demonstrate integrity in action
Employees with employees
Employees with world
Employees with company
Encourage a culture of inclusive management
Leverage employees ambassadors strategically where they have credibility
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3. Peers:Business to business
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4. Executive Positioning
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Executive Positioning15
Why Executive Positioning Matters
Improves relationships with key stakeholders – customers, elected officials & influencers
Creates solid reputational footing that delivers tangible business results
Removes barriers to entry in new markets
Supports employee recruiting and retention efforts
Creates a human touch point for a nonhuman entity
Aligns internal and external communications
Enhances internal morale
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Executive Positioning16
Elements of an effective Executive Platform
PERSON
CORPORATE STRATEGY
INDUSTRY LEADERSHIP
SOCIAL PURPOSE
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5. PurposeBusiness & social
purpose
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6. Public Affairs
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7. ProtectionCrisis & risk management
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IDENTIFYEMERGING RISK MANAGEMENT
Edelman approach
1Preempt or neutralize any emerging threats
to reputation, financial performance or regulatory and commercial successes
2
Develop a robust system to understand and address potential risks
within an enterprise
3
Activate crisis plans and dispatch crisis assets to
manage all elements of risk
4
Look ahead and create opportunities to mitigate
through proactive strategies
Vulnerability AssessmentDecisional Structure
Trust DiagnosticsPerception Audits
Issues LandscapingRisk Mapping Strategy
Risk Tolerance IndexDigital Diagnostics
Readiness AuditPlan Development
Plan TrainingSocial Business Intelligence
Dark-site CreationSocial Engagement Triggers
Capability MappingDecisional Analytics
Team MobilizationWar Room Creation Decisional Protocols
Spokesperson TrainingThird Party Engagement
Real-Time MonitoringReputational Surveying
Global Activation
Values IntersectionsDigital Advocacy
Purposeful EngagementContent Continuity
Expanded MessagingMonitoring
TestingROI Metrics
TRUST & REPUTATION
ASSESS & PREPARECRISIS AND RISK PREPAREDNESS
ENGAGEDECISION MAKING &RAPID RESPONSE
MITIGATE & PROMOTERISK CONVERSION & TRANSFORMATION
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CCMS@ = R+D+i
R D ICrisis
Communication
Management Solution
Identify and classify potential risks
Become familiar with the organizational structure
Share and review already existing materials and tools
Identify and determine relevant spokespeople, getting them involved in the process
Prepare a new crisis communication model that includes:
Command center
Crisis communication applications
New application distribution plan → informative sessions
Spokesperson training
Application of new technologies to the crisis communications model
Digital version of procedures and protocols
Digital application for mobile devices(Blackberry & iPhone, to name a few)
SMS alert system; direct access to social networks
Crisis monitoring and assessment tools
Research + Development + Innovation = CCMS@
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Crisis Communications Management Solution CCMS©
CCMS© CLIENTS:
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Copyright ©2013 Daniel J. Edelman, Inc. All rights reserved. All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”).
Thank You