PLANNING & BUDGETING

TEMPLATE

2020 CORPORATE COMMUNICAT IONS

REPUTATIONINST ITUTE .COM

1   | Introduction

2   | People

4   |

PLANNING & BUDGETING

TEMPLATE

5     | About & Contact

2 0 2 0 C O R P O R A T E C OMMUN I C A T I O N S

3   | Purpose

Budget

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INTRODUCTION

1

1 | INTRODUCTION

Welcome, and thank you fordownloading this roadmapdesigned to help you plan andbudget your CorporateCommunications strategy. Who should use this guide?This guide may be leveraged byanyone taking the lead onmapping or improving aCorporate Communicationsstrategy, from the executive levelto expanded team membersacross an organization.

Products & ServicesInnovationWorkplaceGovernanceCitizenshipLeadershipPerformance

Reputation is critical to CorporateCommunications because itrepresents the emotional bond keystakeholders have with a company. AtRi we measure that bond withRepTrak - a single, easilycommunicated KPI that shows howyou stack up against 7 crucialbusiness areas that include:

Only 34% of CorpComm

execs are proactively

managing reputation.

What is the intended purposeof this guide? The purpose of this guide is tohelp CorporateCommunicationsprofessionals plan a strategythat helps them achieveexcellence in purpose-driveninternal and externalcommunications and budgetplanning. It includes:

- templates

- guides

- inspirations

- ways to learn more

What makes this guideunique?Developed by the team atReputation Institute (Ri), this isa reputation-first guide.

There is no one size fit when it comes toCorporate Communications, nor shouldthere be. Different organizationalstructures work better in differentenvironments.Corporate Communicationdepartments manage everything frominternal messaging to external crisiscommunication. We believe that only acomplete business system like RepTrakcan provide a framework thatappropriately measures these manyelements in a way that proactivelymitigates risk while informingimmediate action.

PEOPLE

2

2 | PEOPLE

In this section, you will:

Identify your company'skey stakeholdersDiscover in which marketsyou need to target thisaudience

Your first step in planning aneffective corporatecommunication strategy is toidentify the people whomatter most to your brand.

The goal is for these groups toperceive your organization asone that has a good reputationin those 7 critical business areaswe mentioned earlier. So, who are the people whomatter most to your brand:

CustomersInvestorsEmployeesRegulatorsMarket Influencers

At Ri, we define reputation as anemotional bond betweenstakeholders and companies. Without this bond, the longevityof your company remains at risk.And it can't be improved until itis appropriately identified,measured, and managed.  Learn more (links): - 7 Ways to Quantify Reputation - Understanding the RepTrakSystem

To begin any level of deeperplanning and strategy, yourtarget audience must beidentified to define how toconnect with them usingthe right message, in theright place, and at the time. People are the stakeholdersthat support, buy from,invest in, work for, andgrant your organization thelicense to operate whenand where it wants.

Did you know...?

66% of potential employees want to work for companies thathave an excellent reputation.

Source: Employer RepTrak

2 | PEOPLE

Customers / Consumers

This key audience segment is comprised ofthe people who buy from your company.

Investors

These are people who support your business byinvesting financial resources into it.

Employees

Current employees and employee prospectswant to work for your company andrecommend it.

Regulators

Regulators and policy-makers afford yourorganization a continued license-to-operate, especially integral to industries likeenergy, pharma, and financial services.

Connect with the people who matter most. Stakeholder groups defined:

Market Influencers

This unique group of stakeholders andindividuals is increasingly critical as they haveextrodinary influence on the opinions of others.

2 | PEOPLE

Connect with the people who matter most...a. Rate each stakeholder group in terms of importance to your organization.

b. Has your organization been effective in reaching these stakeholders?

...in the right target markets c. Identify which stakeholders matter most in which of your

target markets across the globe.

PURPOSE

3

3 | PURPOSE

In this section you will:

Define your brand'spurposeFind ways to integrate itthroughout yourorganization

The Business Roundtable (agroup of CEOs of major U.S.companies) recently releaseda statement stating that thepurpose of a corporate us toserve all of its constituents,putting the interests ofemployees, customers,suppliers, and communitieson par with shareholders. The purpose of a corporationhas traditionally beenfocused on generatingrevenue, however Ri's GlobalRepTrak (link) data reportsthat the importance offinancial performance to keystakeholders has dropped6.25% in the past three years.  Leaders must play anincreasingly pivotal role instewarding their company'soverarching purpose andbroader reputation. This only serves to reiteratethat, as a corporate

communication executive,you are charged to deliveron the promise of yourcompany's brand purpose. To do this, your brandpurpose must first bedefined, then alignedcompany-wide in allmessaging andcommunication (bothinternal and external), andfinally, it must be delivered.

Define AlignDeliver

Up next are ways to helpbuild or improve yourorganization's strategyaround brand purpose. Learn more (links): - Emphasis on PurposeReflects New Expectationsfor Corporate Leaders

1.2.3.

The importance of

financial

performance to key

stakeholders has

dropped 6.25% in

the past three

years.

3 | PURPOSE

We're committed to making a difference to theplanet and to people. By sustainably sourcingour ingredients, promoting fair trade ith outsuppliers, always being against animal testing,and championing ethical beauty. We share acommon purpose to be a force for good. — Natura & Co

Defining Brand Purpose Inspirational examples

Our ultimate purpose is to inspire and developchildren to think creatively, reasonsystematically and release their potential toshape their own future - experiencing theendless human possibility. — The LEGO Group

Entertain, inform and inspire people around theglobe through the power of unparalleledstorytelling, reflecting the iconic brands, creativeminds and innovative technologies that make oursthe world's premier entertainment company. — The Walt Disney Company

To empower every person and everyorganization on the planet to achieve more. — Microsoft

Changing business for good — Virgin Group

3 | PURPOSE

Defining Brand Purpose Spark ideas with your team by answering the following questions

A strong brand purpose focuses on more than revenue andgrowth, it is inspirational, forward-looking, and speaks to thegreater, positive impact an organization aspires to achieve.  What is your existing brand purpose?

Is your company communicating its brand purpose

through all of these channels? (pro tip: it should be!) Website Social Media

Print Media Executive Leadership

Advertising Messaging

Internal Communications

(intranet, employee app, HR, signage, swag) Which (if any) of your key business stakeholders know

your brand purpose? Can they recite it!?

Customers Employees Investors Regulators Market Influencers

BUDGET

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4 | BUDGET

In this section, you will:

Learn what to consider whendriving a purpose-driven,corporate communicationsbudgetAccess a budgeting templateto prioritize your 2020 lineitems and track costs

It's critical in any budget to leaveroom for an emergency, but it'sperhaps even more crucial forCorporate Communicationdepartment budgets. Corp Commsteams need to be especiallyproactive For example, are there tools, likeRepTrak that will help you measureand manage the impact of apotential risk before it happens soactions may be taken to prepare. We've divided this 2020 CorporateCommunications Budget Templateinto Media, Reputation, InternalComms, Risk, and Enterprise. The template is designed to helpyou manage budget against actualspend per month and quarter whiletracking what remains for the year. Learn more (links): - Assessing the Excellence of theCorporate CommunicationsDepartment [white paper]- ROI of Reputation [infographic]

Communications executivesare responsible for a variety ofmajor corporate initiatives. Notthe least of which include: - Media partnerships- Internal communications- Crisis communications- Events- Reputation The reputation line item couldinclude global corporateperceptions by target markets,leadership, employees, risk,and more.Every budget will lookdifferent, but these are the topareas that should beconsidered on most typicalCorporate Communicationdepartment budgets.

Did you know...?

The most reputable companies outperform financialmarkets in the U.S., France, and the U.K.

 Source: Global RepTrak

4 | BUDGET

Access your 2020 Corporate Communications

Budget Templatea. Click this link or the image below

b. Read sheet 2, "How to use this template"

c. Begin budgeting!

5 | ABOUT & CONTACT

About Reputation Institute

Reputation Institute (Ri) helps leaders at the

world's largest companies build credibility with the

people who matter most to them by delivering

data-driven insights about how they are truly

perceived. We do this with RepTrak, an unrivaled

technology that provides actionable insights across

industry, competitor, and country analysis.

Learn more about RepTrak

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+ 1 -617 -758 -0955

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