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    Corporate Identity & Relationships: The Key To Sustained Success

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    Tariku Ayele
    This document discusses corporate identity and relationships. It defines corporate identity as the central and stable features that distinguish an organization from others. It then provides examples of identity for different companies and discusses typical identity issues organizations face related to finances, talent, community impact, leadership, management, products, and innovation. The document also contrasts good and bad corporate reputations and how reputations are developed through organizational strategy, institutional mandates, and how people perceive images. It outlines consequences of reputation and influences on reputations from various stakeholder communications. Finally, it provides tips for managing media and investor relations.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Corporate Identity & Relationships: The Key To Sustained Success

    Uploaded by

    Tariku Ayele
    57 views21 pages
    This document discusses corporate identity and relationships. It defines corporate identity as the central and stable features that distinguish an organization from others. It then provides examples of identity for different companies and discusses typical identity issues organizations face related to finances, talent, community impact, leadership, management, products, and innovation. The document also contrasts good and bad corporate reputations and how reputations are developed through organizational strategy, institutional mandates, and how people perceive images. It outlines consequences of reputation and influences on reputations from various stakeholder communications. Finally, it provides tips for managing media and investor relations.

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    Corporate Identity

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    This document discusses corporate identity and relationships. It defines corporate identity as the central and stable features that distinguish an organization from others. It then provides examples of identity for different companies and discusses typical identity issues organizations face related to finances, talent, community impact, leadership, management, products, and innovation. The document also contrasts good and bad corporate reputations and how reputations are developed through organizational strategy, institutional mandates, and how people perceive images. It outlines consequences of reputation and influences on reputations from various stakeholder communications. Finally, it provides tips for managing media and investor relations.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    57 views21 pages

    Corporate Identity & Relationships: The Key To Sustained Success

    Uploaded by

    Tariku Ayele
    This document discusses corporate identity and relationships. It defines corporate identity as the central and stable features that distinguish an organization from others. It then provides examples of identity for different companies and discusses typical identity issues organizations face related to finances, talent, community impact, leadership, management, products, and innovation. The document also contrasts good and bad corporate reputations and how reputations are developed through organizational strategy, institutional mandates, and how people perceive images. It outlines consequences of reputation and influences on reputations from various stakeholder communications. Finally, it provides tips for managing media and investor relations.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 21

    Corporate Identity & Relationships

    The Key to Sustained Success

    5/5/2012

    1. Corporate Identity
    Definition: A collective understanding of the organizations features presumed to be central and relatively stable and that distinguish the organization from others.
    Features Centrality and stability Distinguishable
    5/5/2012 2

    2. Examples of Identity
    What three words do you associate with the following firms?

    5/5/2012

    K-mart Microsoft GE UWGB Taco Bell Southwest Airlines


    3

    3. Typical identity issues


    Financial soundness Ability to attract, develop & keep talented people Responsibility to the community & environment Leadership in field Quality of management Quality of products & services Innovativeness Wise use of corporate assets
    4

    5/5/2012

    4. Good - Bad
    Good
    Rubbermaid Intel Southwest Airlines 3M Home Depot

    Bad
    Humana TWA Revlon Fruit of the Loom

    5/5/2012

    5. Developing a reputation
    Org. Strategy
    Corporate Communications Projected images

    Institutional Mandates
    Reports by media and others Refracted images

    People select images


    5/5/2012 6

    6. Consequences of Reputation
    Distort available but slightly inconsistent information to fit schema. Stabilizes observers perceptions Influences perception over time Creates a valuable asset because it buffers firms from immediate negative reactions when unfavorable things occur
    5/5/2012 7

    7. Influences on reputations
    Media Communications Investor Communications

    Employee
    Communications

    Corporate Reputation
    Consumer Communications Crisis Communications
    5/5/2012

    Community
    Communications

    Government Communications
    8

    8. Managing Media Relations


    Know the terrain Prepare appropriately Manage the interview Learn from your experience

    5/5/2012

    Know the terrain


    News format
    Live Taped

    Documentary Panel discussion Forum

    5/5/2012

    10

    Prepare appropriately
    Decide whether to do it or not Contact them

    5/5/2012

    Why are you doing this program? Why me? Who is the ER? Will it be live or recorded? Any films or props? (response to videos) Who else will be there? What questions will be asked?
    11

    Prepare appropriately (cont.)


    Plan your strategy
    Distill the message
    Animal farm: 4 legs good, 2 legs bad

    Have a maximum of 3 points with subpoints Tell stories & anecdotes. Compare:
    Animal fats are bad for you. My friend died from eating animal fat.

    Use analogies
    5/5/2012 12

    Plan your strategy (cont.)


    Repeat the message (Its not that people are
    stupid, they may not be paying attention)

    Anticipate their angle. (Example: Archbishop of


    Canterbury visit to NYC)

    Dress Appropriately
    Avoid narrow stripes & checks Watch out for flashy jewelry etc.

    Remember nothing is off the record


    5/5/2012 13

    Manage the interview


    Adopt the appropriate manner
    Lean slightly forward Look at the ER Use your hands Have notes Be sincere and enthusiastic

    5/5/2012

    14

    Manage the Interview (cont.)


    Use these rules of thumb

    5/5/2012

    Dont let the ER butt in without a fight. Refute incorrect statements. Avoid jargon. Stay off the defensive. Dont get sidetracked. Let audience know when the ER springs something
    15

    ROT (cont.)
    If the ER rephrases your statements, make sure s/he got it right. If not, correct the statement. Tape the interview (unless it is live)

    5/5/2012

    16

    Practice this scenario


    Think of something youd like to say of importance Think up the nastiest, most loaded question about the subject. Put the two together

    5/5/2012

    17

    9. Managing Investor Relations


    Who are the investors? What might be their concerns? How do you communicate with them?

    5/5/2012

    18

    Who are the investors?


    Owners of the company (shareholders) Who can own shares?
    Privately-held company Publicly traded company

    Investor relations primarily deals with Publicly traded companies

    5/5/2012

    19

    What might be their concerns?


    Pending lawsuits Growth opportunities Competitive environment Projected earnings (profits) Market position Executive team issues (e.g., CEO succession) Social responsibility
    20

    5/5/2012

    How do you comm. with them?


    Annual report
    Requirement Financial results CEO letter

    Controlled Mass Media (e.g., Gates in WSJ) Press Releases Special Mailings Web sites
    21

    5/5/2012

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