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Sarah Pinch Chart. P.R, FCIPR MIoD17th March 2016
Reputation Management: lessons, learnings & life
Sarah Pinch FCIPR MIoD
• 11 years at the BBC• 13 years in corporate communications• High profile sectors:• International development• Public transport• Health• Passion for behavioural change • Reputational management • Professional standards & compliance• New teams in every role since 2000
Horizon ScanningKnow your issues•What keeps you awake a night.
•Who is managing risk
•Where are the potential external threats
•Who could de-rail your reputation
•Have a plan
•Tell your organisation there is a plan.
•To do this you need data, evidence and information
Planning in action: Stakeholders
•Research, research, research – evaluate, plan and implement•Establish the power base, key influencers, key issues•Set achievable goals•Be clear & true to yourself•Get external support/help•Find out what’s already available•Do your own research, if there isn’t anything•Be clear about not making decisions without evidence and clear research – who else would?•Implementation and evaluation – equally important
Reputation at board level• Denial is not a acceptable approach
• Perception is reality.
• Who on the board is responsible for reputation: exec & trustee
• Make a plan in peace time, for times of conflict.
• Be clear about decision making
Fundraising needs to move above and beyond regulation and compliance, from simply just doing things right to also doing the right thing.
Charities as a special case?•The gap of trust is increasing
•Number 1 content creators•Number 1 most trusted media
Trustees have an overriding duty to act in the interests of the charity. In doing so, they must act prudently, balancing issues of resourcing and potential risks to the charity.
Trust in the sector has been damaged, and it is only the industry itself – by demonstrating honesty, reliability and competence on a consistent and collective basis – that can rebuild it.
Prepare for the worst and hope for the bestCompany reputation worth £1.7 trillion to the UK but quarter of companies and organisations ignore it
28%Who on your board owns reputation?
TrusteeExecutiveIndependent view
What to do?Keep Calm
•Take professional advice•Reputation is a serious business•Establish all the questions & as many answers as you can •Remember the source of greatest Trust •Restoration, not promotion•Remain calm and reasonable
“Although all catastrophes have an initial negative impact on value, paradoxically they offer an opportunity for management to demonstrate their talent in dealing with difficult circumstances.”
Sedgewick/Oxford University report
Ultimately our ambition is that charities view and conduct fundraising not simply as a way to raise money, but most importantly as a conduit between their donors and the cause they wish to support.
Integrated Reporting
Sarah’s top ten reputational tips1.Find out what people really think of you2.Take professional advice when you need it3.Recruit a trustee who understands the value of 28%4.Get your own house in order5.Values and behaviours = foundations6.The power of third party endorsement7.Have a plan, update, review, change.8.Leadership v management9.The devil can be in the detail10.Roses need careful attention
