Corporate Identity & Relationships

The Key to Sustained Success

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

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K-mart Microsoft GE UWGB Taco Bell Southwest Airlines

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

Bad
Humana TWA Revlon Fruit of the Loom

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

Institutional Mandates
Reports by media and others Refracted images

People select images

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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
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7. Influences on reputations
Media Communications Investor Communications

Employee
Communications

Corporate Reputation
Consumer Communications Crisis Communications
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Community
Communications

Government Communications
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8. Managing Media Relations

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

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Know the terrain

News format
Live Taped

Documentary Panel discussion Forum

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Prepare appropriately
Decide whether to do it or not Contact them

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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?
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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
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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

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Manage the interview

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

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Manage the Interview (cont.)

Use these rules of thumb

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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
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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)

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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

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9. Managing Investor Relations

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

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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

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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
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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
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