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Kevin Murray

Chairman, The Good Relations Group

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UPPING THE GAME

Why value isn’t where it used to be

One recent Sunday night…

“Daddy, are you there?”

Dame Amelia Fawcett, Chair of Guardian Media Group

“Most communications are just not fit for purpose in the Facebook, Twitter, blog and

24/7 news world”

New world of transparency

Constant scrutiny

Challenge

SpeedInstant reputational ruin

Perpetual communication

Billions of pounds of value wiped off the share price. And there’s the key

Value isn’t where it used to be…

$35 trillionin soft assets

$25 trillion

My case

What we do is more valuable than we argue…

Are we measuring the right things?

Where should we be looking?

How do we up the game?

Reputation comes mainly from what you do and how you

engage with stakeholders and whether they recommend you

TRUST IS MONEYReputation = £60 billion

Paul Polman, Global Chief Executive of Unilever

Intangible assets build competitive edge

* Gover nment Repor t

$35 trillionvalue from

‘soft’ assets

Reputat ion and T rust

Culture and Values

Leadership and Communicat ion

Skills and Competencies

Processes and Systems

Knowledge

Relat ionships

Greatest value in reputation, relationships and trust…

How to up our game?

To build trusted brands, we believe our clients need to:

Be a force for good and be seen as a force for good

Build and maintain good relationships, through better engagement, and…

Help stakeholders to become advocates, in order to drive good recommendations

At Good Relations, we believe that there are three drivers of trust and reputation

At Good Relations, we believe that there are three drivers of trust and reputation

But, how do you measure it…?

Introducing ‘Triple-G’

Our Triple G rating was designed to accurately score and measure performance against all three elements of what we call ‘The Power of Good’

The brands and corporations researched, by OLR

100 organisations – FTSE50, across all consumer categories. When an organisation holds a portfolio of brands the following were referenced to aid respondents:

• DIAGEO Johnnie Walker, Smirnoff, Baileys • PepsiCo Pepsi, 7Up, Tropicana• Nestle Nescafé, Nesquik, Häagen-Dazs• Proctor and Gamble Ariel, Olay, Pantene • Johnson and Johnson Compeed, Acuvue, Imodium• Molson Coors Coors, Killian's Irish Red, Extra

Gold• Danone Evian, Volvic, Actimel

Good Actions: Doing the right thing even when no one’s looking

I think they are truthful

in what they say

They act to minimise their impact on the environment

They do the

right thing even when no one is looking

I think

they have a clear plan

for acting responsibly

in the long term

I think they have high principles

They consider their impact

on wider society

Good EngagementWhat is good engagement?

We measured it through a personification scaleBase: All answering for each brand

(know a moderate amount about / know a lot about)

Source: Q7aI’d now like you to do something a little different I’d like you to imagine each of the following companies came to life as a person If each were a person, which statement below would best describe how you would feel about them?

Good Recommendations

What does this mean?

We measured this through the classic NPS question…

On a scale of 1-10 how likely would you be to recommend this product or service to family and friends?

Putting it all together

Putting it all together

Sector Triple G performance

The big thing we learned?The value of benchmarking the bestEstablish the gaps – biggest = engagementInsights to act on• How to create value• How to measure value

UPPING OUR GAME?• Additional revenues• Repositioning for new Group• Quality conversations for

more opportunities• New value-adding consulting

models and approaches.

UPPING THE GAME: Where do you want to be?

The only PR Group to have the cover of Marketing Week

Thank you