11

Reputation Management and Dealing

with Media

Yao Lixin

Director of Organization and

Communication Department, RCSC Sept. 5th, 2013

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The reputation of RCSC represents general

recognition and appraisal of stakeholders on

RCSC’s long-term work and performance, including

awareness, reputation and credibility.

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• Reputation management of RCSC:

Establish, maintain and develop good

reputation, mitigate and eliminate

reputation risks.

• Good reputation is RCSC’s core

competitiveness.

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1. Advance agenda setting in media reports

From Red Cross Agenda, to Media Agenda, and then to

Social Agenda,

Leading in Chinese humanism cause.

（ I ） Conduct media communication, set up humanism values

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2. Establishing humanism communication

platform in the era of mobile Internet

In Feb 2011, John Doerr , a general partner at KPCB venture capital firm (Kleiner Perkins Caufield & Byers) firstly proposed the concept of “SoLoMo”.

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Building SoLoMo-based humanism communication platform

(1) Work with mainstream media, key news websites,

commercial portal websites and mobile news media.

(2) Develop RCSC’s media (RCSC News, Fraternity magazine,

official website, official micro-blog, WeChat, Chinese human

website, mobile app. etc.)

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3. Media communication in marketing 3.0

Goal Sell more products as possible

satisfy customer needs and retain customers

Make the world better

Industrial revolution Information technology New technology waveMotivator

How companies view the market

A large number of customers to satisfy their physiological needs

A small customer base to pursue for sense and sensibility

whole person with sense, sensibility and spirit

Key marketing concepts

Corporate marketing guidelines

Value proposition

Product development Differentiation Value

Product technology indicators

Company and product positioning

Corporate mission and value

Functionality Function and sense Function, sense and spirit

Product-based Marketing Consumer-oriented Marketing

Value-driven marketing

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Characteristics of Marketing 3.0: New media opinion configuration

Horizontal trust relationships

Value-driven marketing

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News communication in the era of marketing 3.0: Guided by culture, value export

Guided by culture:

RCSC cultural construction: Building core value

system

Theory exploration: Actively become a thought

leader, enter the field of top-level media

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Value export

Influence ideology firstly, and then behavior.

Promoting humanism value through story-telling.

Special reports on donor’s Red Cross

stories

http://gongyi.gmw.cn/jzzs.htm

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4. Plan and conduct key public communication activities

2013 National Youth Red Cross Knowledge Competition

• http://d.youth.cn/zt/zsjc/

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Our common cause

(II) Strengthening communication and service with stakeholders

RCSC

Companies

International organization

Social organization

Members

Volunteers

Donors

Citizens

Media

Government

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Stakeholder relationship

management: Seek economically

effective and innovative

communication methods, establish,

maintain and develop trust relationship

between RCSC and social public

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Organize and implement

communication and service activities

facing for donors, volunteers, youth,

members and other stakeholders. Experiential marketing: Promoting humanism through activities

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(III) Build and manage Red Cross brand

1. Red Cross Public Welfare

Advertisement

2. Standardize the use of RCSC logo system

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0

500

1000

1500

2000

2500

3000

2012 2013

冠名红十字医院的数量

3. Normalize the management and cooperation of hospitals entitled Red Cross

The number of hospitals entitled Red Cross

04/22/23 2727

Bank Card designed in line with Red Cross logo regulation

04/22/23 2828

UnionPay/MasterCard designed in line with RCSC logo regulation

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Promote distinguished figures and stories in Red Cross development, commend distinguished organizations and individuals.

Guo Mingyi, Role Model of China’s Red Cross cause

4. Select brand spokesman from Red Cross cause

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Online rumor communication route:

Weibo (Microblog)—> Weibo celebrities —> Online

media(news websites, portal websites) —> traditional media (news, broadcasting, TV)

“Guo Meimei event”: an online rumor occurred under

new media environment in the period of social

transformation.

(IV) Respond public opinion events, conduct reputation risk management

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“Evolution” of online rumors

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1. Public opinion monitoring and judgment

2. Work with government network management

authorities to deal with public opinions 3. Identify reputation risks and mitigate potential risks.

Reputation risk management: From end control (public opinion

management) to source control (Identify and manage

reputation risks)

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Management according to laws:

the way that CRSC guards its

reputation

CARE

3C COMMUNICATE

CONTROL

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Thank You ！