Kevin Murray Chairman, The Good Relations...
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Transcript of Kevin Murray Chairman, The Good Relations...
Dame Amelia Fawcett, Chair of Guardian Media Group
“Most communications are just not fit for purpose in the Facebook, Twitter, blog and
24/7 news world”
New world of transparency
Constant scrutiny
Challenge
SpeedInstant reputational ruin
Perpetual communication
Billions of pounds of value wiped off the share price. And there’s the key
My case
What we do is more valuable than we argue…
Are we measuring the right things?
Where should we be looking?
How do we up the game?
Reputation comes mainly from what you do and how you
engage with stakeholders and whether they recommend you
Intangible assets build competitive edge
* Gover nment Repor t
$35 trillionvalue from
‘soft’ assets
Reputat ion and T rust
Culture and Values
Leadership and Communicat ion
Skills and Competencies
Processes and Systems
Knowledge
Relat ionships
To build trusted brands, we believe our clients need to:
Be a force for good and be seen as a force for good
Build and maintain good relationships, through better engagement, and…
Help stakeholders to become advocates, in order to drive good recommendations
At Good Relations, we believe that there are three drivers of trust and reputation
At Good Relations, we believe that there are three drivers of trust and reputation
But, how do you measure it…?
Introducing ‘Triple-G’
Our Triple G rating was designed to accurately score and measure performance against all three elements of what we call ‘The Power of Good’
The brands and corporations researched, by OLR
100 organisations – FTSE50, across all consumer categories. When an organisation holds a portfolio of brands the following were referenced to aid respondents:
• DIAGEO Johnnie Walker, Smirnoff, Baileys • PepsiCo Pepsi, 7Up, Tropicana• Nestle Nescafé, Nesquik, Häagen-Dazs• Proctor and Gamble Ariel, Olay, Pantene • Johnson and Johnson Compeed, Acuvue, Imodium• Molson Coors Coors, Killian's Irish Red, Extra
Gold• Danone Evian, Volvic, Actimel
Good Actions: Doing the right thing even when no one’s looking
I think they are truthful
in what they say
They act to minimise their impact on the environment
They do the
right thing even when no one is looking
I think
they have a clear plan
for acting responsibly
in the long term
I think they have high principles
They consider their impact
on wider society
Good EngagementWhat is good engagement?
We measured it through a personification scaleBase: All answering for each brand
(know a moderate amount about / know a lot about)
Source: Q7aI’d now like you to do something a little different I’d like you to imagine each of the following companies came to life as a person If each were a person, which statement below would best describe how you would feel about them?
Good Recommendations
What does this mean?
We measured this through the classic NPS question…
On a scale of 1-10 how likely would you be to recommend this product or service to family and friends?
The big thing we learned?The value of benchmarking the bestEstablish the gaps – biggest = engagementInsights to act on• How to create value• How to measure value
UPPING OUR GAME?• Additional revenues• Repositioning for new Group• Quality conversations for
more opportunities• New value-adding consulting
models and approaches.
UPPING THE GAME: Where do you want to be?
The only PR Group to have the cover of Marketing Week