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Investor Relations - 1 Public Relations & Corporate Reputation by Yudhie Setiawan, M.Si 2014

Book References �  Bragg, Steven M., 2010. Running an Effective Investor

Relations Department: A Comprehensive Guide. New Jersey: John Wiley & Sons, Inc.

�  Guimard, Anne, 2008. Investor Relations: Principles and International Best Practices of Financial Communications. New York: Palgrave Macmillan.

�  Kretarto, Agus, 2001. Investor Relations : Pemasaran dan Komunikasi Keuangan Perusahaan Berbasis Kepatuhan. Grafiti Pers.

�  Theaker, Alison. 2006. The Public Relations handbook, 2nd edition. Great Britain: MPG Books Ltd.

�  Bahan-bahan lain mengenai perusahaan publik dan produk-produk sekuritas di pasar modal.

Working Definitions �  Corporate identity: the simbols and nomenclature an

organization uses to identify itself to people (suc as corporate name, logo, advertising, slogan, etc)

�  Corporate image: the global evaluation (comprised of a set of beliefs and feelings) a person has about an organization

�  Corporate reputation: the attributed values (such as authenticity, honesty, reponsibility, and integrity) evoked from the person’s corporate image

�  Corporate super-brand: the trust, confidence, and support that flow from the person’s corporate reputation

Corporate Reputation �  Corporate reputation or the management and

communication of the corporate brand, is playing an increasingly important role in terms of the ability of corporations to build and sustain market share, and influence the minds, and hearts of customers and stakehodlers.

�  Corporate reputation also significantly impacts upon share values, and on the ability of the business to attract and retain excellent employees.

The best corporate reputations in the United States �  Johnson and Johnson �  Coca Cola �  Intel �  Xerox �  Disney �  Dell �  GE �  Microsoft �  IBM �  Sony �  FedEx

Acceptance of Corporate Reputation

3 related principles: 1.  Modern corporations must demonstrate

accountability to all stakeholders 2.  Corporations should embrance the market’s

growing perception of the CEO as the personification of a company’s ideals and goals

3.  Corporate should use the internet as a mass communications tool

The Value of a Good Corporate Reputation �  When people think highly of a company, it can

pursue more opportunities and be more efficient and effective in its current operations

�  A poor reputation can have the opposite effect – people don’t trust the company, its market offerings, or what it says about itself.

�  Good reputations pay of in both operational and financial ways

Brand & Corporate Images

David Ogilvy: People buy many products and services not only for what such products or services can do, but also for what they mean to the person and his or her reference group.

In marketing terminology: products and services offer the user both functional and psychological benefits.

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Arsitektur Rekapitulasi Reputasi (6 Dimensi Reputasi Model Harris-Fombrun)

1. Emotional Appeal

2. Products and services

3. Vision and leadership

4. Workplace environment

5. Financial performance

6. Social responsibility

Corporate Reputation & Economic Elements

Reputasi Perusahaan

Corporate Brand

Financial performance

Product Brand

Corporate Identity Branding

Audio- visual

Written Materials

Corporate Culture, Vision

Uniform, Corporate ID Annual

Report

Corporate Names (Logo)

Product Brand

Elemen dan Atribut Reputasi Korporat

Stands Behind Product/ services

Offers high Quality Products/ services

Develops Innovative Products/ services

Offers Products/ Services That are Good value

Corporate Reputation from Financial Performance

Financial performance

Brand Value & Brand equity

Accounting bottom-line

Element 1 Element 2 Economic Reputation

Corporate Reputation - Peningkatan Nilai Perusahaan Melalui Go Public

GO PUBLIC

Reputasi Perusahaan

Value Creation

Nilai Perusahaan

Competitive Position

Peningkatan Nilai Perusahaan melalui

Good Corporate Governance

1. Transparansi

2. Akuntabilitas

3. Responsibilitas

4. Independensi

5. Fairness

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