Dave Massey

Head of Press & Reputation

Telefónica UK

21st May 2014

Building a robust

corporate reputation strategy

Four key elements of our reputation strategy

Issues Management Social Media Engagement

Proactive PR Campaigning

1/ Issues Management. We defend our reputation daily

@O2 Why you sponsoring the

Romania film festival. Look at

#Romaniastopanimalabuse.

This is disgraceful!!. Stop this now

http://t.co/voEJX6Vdzv

O2 and Virgin Media adverts censured by the ASA

“The best thing you can do in a crisis is

communicate regularly. The fact that the

O2 PR team has issued an updated

statement at 1am in the morning shows

they are doing all they can to update and

reassure customers.”

Our joined-up approach to a network outage

helped mitigate reputational damage

*** *** ***

2/ Social Media Engagement

3/ Proactive PR – a regular flow of news

We were missing something……..

4/ Campaigning ‘Outside – In’ - Reflecting the news agenda

We found our sweet spots

Digital

Skills

Data Privacy

Youth Unemployment

We followed a dedicated campaigning model

• Daily opportunity spotting

• Morning conference briefing

• Campaign grid of the news agenda,

policy milestones, external events

• Statements, open letters, private

letters, social media rebuttal, blogging

• Coalition building

URGENCY AND SPEED ARE ESSENTIAL

WAR ROOM PLANNED PROACTIVE MOMENTS

• Creating big media moments that build

positive sentiment for the business.

(Consumer & stakeholder)

• Generating credibility and license to talk

about each campaign

• Events, launches, partnerships,

ambassador opportunities, relationship

building, keynotes

DAILY INTELLEGENCE GATHERING: media monitoring, social media, public affairs intelligence

STRATEGIC PLANNING GROUP:

Owns the narrative, messaging and strategic direction

Planned proactive moments

Digital SkillsData Privacy

Thank You