How do you manage your
reputation?9 step process of designing
a confidence building program
BySALIM KADIBESEGIL
December 2008
Ho
w d
o y
ou
man
age
you
r re
pu
tati
on
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1Put reputation into the
agenda
of the CEO
Ho
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o y
ou
man
age
you
r re
pu
tati
on
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2Decide on how would you like to
be perceived in the eyes of
your stakeholders and will this
differentiate you in
the competition?
(*)Define your stakeholders one by one and make a priority list
Photo credit;www.bized.co.uk/.../activity/knowing11.htm
Ho
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3Check your corporate values whether they are in line with the society’s and
serves to become a
company you would like to be perceived
Photo credit http://www.valuequotes.net/Value%20Quotes.gif
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4Conduct a research on how you are perceived among the
stakeholders and evaluate the gaps of
perceptions vs. reality.
Ho
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o y
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5Establish a steering committee in the company whose job is to run a reputation management program. Announce this initiative
to whole employees by the CEO
Ho
w d
o y
ou
man
age
you
r re
pu
tati
on
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6Take a look at your processes
and policies where the gap of
perception can be closed. If not develop ones which can
meet the expectations of stakeholders.
Ho
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o y
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tati
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7Prepare a communications and relationship program through the studies of the steering committee where
every employee will take part to take the
responsibility of the designed reputation strategy.
Ho
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o y
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tati
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8Measure the performance under three headlines;
Measurement of each eventMeasurement of traditional + new mediaMeasurement of stakeholders’ perceptions
Consolidate the results and report them to the company
Ho
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o y
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9Prepare a
“reputational risk”
analysis map.
Take actions to reduce the risks.
Assign
new delegates to the steering committee!
Consultant to the CAPİTAL magazine for the “Most Admired Companies of Turkey” project.Representative of the Reputation Institute, based in New York.Board member of the Turkish Corporate Governance AssociationBoard member of the Buğday, ecological and organic transformation AssociationFaculty member of Bahçeşehir University School of Communications
Highly specialized Strategic Communications Consultant with professional and academic background. Highly known a source on corporate reputations which he leads the concept to the leading corporations in Turkey. Represented Turkey at the board of the International Communication Consultancies Organization, ICCO, for seven yearsWas a “diplomat” in Washington D.C. as press attaché.
Author of five books in his 33-year-old career;
Basic Principles of Public Relations, 1986The Prescriptions of Public Relations, 1990Where to Start Public Relations, 1997 (8th edition)Here Comes Crisis 2002 (3rd edition)Reputation Management 2006 (3rd edition)
SALIM KADIBESEGIL
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