The Future of Reputation

PEOPLE'S |INSIGHTS O MSLGROUP The Future of Reputation 1111- OaunA faceooo Executives say that reputation is the strategic #1 isk today Forbes-Deloitte study Why Now? A lot has changed in recent years. Shift in stakeholders >> Powerless Empowered Shift in corporate ethics Social Responsibility Citizenship and Sustainability Shift in purchase decisions Buying the Product Buying the Purpose These trends are becoming increasingly universal Rise of social networks as a change mechanism Read about reputation in Poland (pg 118) Emphasis on social performance ahead of financial performance Read about reputation in France (pg 98) Growing demand to contribute to local communities Read about reputation in China (pg 104) Evolution of strategic communications as a key reputation solution Read about reputation in India (pg 112) Today's stakeholders are demanding but open to collaboration. Shareholders Regulators Customers Millennials Employees Influencers A change in stakeholder dynamics: > They are empowered by social networks > They are demanding that businesses address social issues > They are passionate about changing the future Turn your stakeholders into advocates DO THE RIGHT, THINGS T Do the right thing Ethical and sustainable growth is good for share performance, smoother relationships with regulators and happy customers (Re)engage with employees & tap into their Social IQ Employees have the potential to become authentic and powerful advocates and influencers (o Co-create the offer and strategy Collaborative social innovation adds credibility to a brand's promise of sustainable growth Engage around a shared purpose A clear shared purpose helps align interests of the business and its stakeholders The world is now a 24-hour network Sharpen your reputation management skills. Communicate frequently & consistently with social media Monitor what people are saying with big data Assign ownership to executives at the board • Track negative • Elevate the importance of reputation internally • Cater to all influencers, comments and old and new • Understand how people really perceive your brand • Measure the impact of intercept before they become crises • Focus on reach, but also tap into niche communities • Drive meaningful change across the organization • Earn credibility externally • Create a steady stream of meaningful content • Stay Always-On to minimize risks and • Approach reputation as a competitive advantage communications in real-time maximize opportunities The New Reputation Complex embraces four crucial dimensions for all companies be Purpose-led be a Corporate Citizen f in 8+ y be an Employer of Choice be a Social-Squared Body Reputation can also become a competitive advantage Today's winning brands are: Read more on Page: Inspiring young talent 47 Benefitting local communities 46 Building a smarter tomorrow 58 Creating shared value 16 Committing to sustainability 102 From protection to projection When the winds of change blow, some people build walls and others build windmills. Are you ready to build windmills? Read the full magazine at peopleslab.mslgroup.com/reputation Start a conversation with us, email: [email protected]