2.Uluslararası İtibar Yönetimi Konferansı - The New Reputation Warfare / Leslie Gaines ROSS

The New Reputation Warfare Leslie Gaines ROSS

Weber Shandwick Chief Reputation Strategist

2.Uluslararası İtibar Yönetimi Konferansı 3-4 Ekim 2013, İstanbul

2

reputation warfare

3

reputation firestorms mount

4

reputation firestorms mount

5

reputation goes negative online

6

reputation goes negative online

7

the new conflict: asymmetrical reputational warfare

Today anyone armed with a hundred

dollar digital camera and a

connection to the Internet is a

potential Spielberg …

—War College Center for Strategic Leadership

“ “

8

6 strategies to follow when reputations under assault

1 Avoid disproportionate

shows of force

2 Don’t let bureaucracy get in the way.

Respond at high speed

3 Empower your team to help

tell your organization’s side

of the story

4 Go rogue: New media can be

your friend

1

5 Find sympathetic third

parties to serve as “force

multipliers”

1

6 Stockpile credentials for use in

battles ahead

Avoid any show of force that is disproportional

Don’t let bureaucracy get in the way. Respond at high speed

Empower your team to help tell your organization’s side of the story

Go rogue: New media can be your friend

Find sympathetic third parties to serve as “force multipliers”

Stockpile credentials for use in battles ahead

2

3

4

5

6

1 1 Avoid disproportionate shows of force

1

Avoid disproportionate shows of force

Don’t let bureaucracy get in the way. Respond at high speed

Empower your team to help tell your organization’s side of the story

Go rogue: New media can be your friend

Find sympathetic third parties to serve as “force multipliers”

Stockpile credentials for use in battles ahead

2

3

4

5

6

1

Don’t let bureaucracy get in the way. Respond at high speed

2

Avoid disproportionate shows of force

Don’t let bureaucracy get in the way. Respond at high speed

Empower your team to help tell your organization’s side of the story

Go rogue: New media can be your friend

Find sympathetic third parties to serve as “force multipliers”

Stockpile credentials for use in battles ahead

2

3

4

5

6

1

Don’t let bureaucracy get in the way. Respond at high speed

2

Avoid disproportionate shows of force

Don’t let bureaucracy get in the way. Respond at high speed

Empower your team to help tell your organization’s side of the story

Go rogue: New media can be your friend

Find sympathetic third parties to serve as “force multipliers”

Stockpile credentials for use in battles ahead

2

3

4

5

6

1

Don’t let bureaucracy get in the way. Respond at high speed

2

13

Avoid disproportionate shows of force

Don’t let bureaucracy get in the way. Respond at high speed

Empower your team to help tell your organization’s side of the story

Go rogue: New media can be your friend

Find sympathetic third parties to serve as “force multipliers”

Stockpile credentials for use in battles ahead

2

3

4

5

6

1

Empower your team to help tell your organization’s side of the story

3

299,000

fans

14

Avoid disproportionate shows of force

Don’t let bureaucracy get in the way. Respond at high speed

Empower your team to help tell your organization’s side of the story

Go rogue: New media can be your friend

Find sympathetic third parties to serve as “force multipliers”

Stockpile credentials for use in battles ahead

2

3

4

5

6

1

Go rogue: New media can be your friend 4

15

Avoid disproportionate shows of force

Don’t let bureaucracy get in the way. Respond at high speed

Empower your team to help tell your organization’s side of the story

Go rogue: New media can be your friend

Find sympathetic third parties to serve as “force multipliers”

Stockpile credentials for use in battles ahead

2

3

4

5

6

1

Go rogue: New media can be your friend 4

November 28, 2010

BP to Commission Film About Oil Spill By BRIAN STELTER

BP is commissioning a feature-length film about the Deepwater Horizon oil spill — but the company says it is not intended to scrub its reputation clean.

16

Avoid disproportionate shows of force

Don’t let bureaucracy get in the way. Respond at high speed

Empower your team to help tell your organization’s side of the story

Go rogue: New media can be your friend

Find sympathetic third parties to serve as “force multipliers”

Stockpile credentials for use in battles ahead

2

3

4

5

6

1

Find sympathetic third parties to serve as “force multipliers”

5

17

Avoid disproportionate shows of force

Don’t let bureaucracy get in the way. Respond at high speed

Empower your team to help tell your organization’s side of the story

Go rogue: New media can be your friend

Find sympathetic third parties to serve as “force multipliers”

Stockpile credentials for use in battles ahead

2

3

4

5

6

1

Stockpile credentials for use in battles ahead

6

18

new rules of engagement

> No one is immune

> Critics no longer need resources

> Can not eliminate uncertainty

> Response times grow shorter

> No advance warning

> No secrets anymore

> Dissatisfied customers, disgruntled employees or individual antagonists can target

your company

> Messages once controlled can now be hijacked

> Not all truthful or rational

> Established crisis playbooks no longer enough

19

what to do > Adopt new tools/change your mindset

> See as an ongoing journey

> Counter with truth and values

> Synchronize messages

> Every situation is unique

20

reputation is priceless “If you lose dollars for the firm by bad

decisions, I will be understanding.

If you lose reputation for the firm,

I will be ruthless.”

—Warren Buffett