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"What people say behind your back is your standing in the community."
                                                 Edgar Watson Howe
Reputation – what is it?
1. The beliefs or opinions that are generally held
   about someone or something
2. A widespread belief that someone or
   something has a particular habit or
   characteristic

What are the characteristics or habits that you or
         your company are known for?
Reputation – what is it?

• Reputation is the reason why people and
  organisations do business with you
• It influences your ability to attract and retain
  employees, investors and strategic partners
• It affects your relationship with regulatory
  bodies, pressure groups, the media and local
  community
• Reputation is ultimately a measure of trust
Value of reputation:
numbers speak louder than words

     60% of market value is
     attributable to a
     company’s reputation                      Around £700mln was
            Weber Shandwick, 18 January 2012
                                               wiped off G4S value after
                                               the London 2012 Olympics
                                               fiasco
RBS had to set aside £310m to                              This is Money, 17 July 2012

repair its reputation after the
IT meltdown and two mis-                          65% of chief communications
selling scandals of 2012                          officers see improvement in
              The Independent, 3 August 2012
                                                  corporate reputation as their
                                                  highest priority
                                                                            PRNewswire, 26 June 2012
Your reputation depends on your
                 stakeholders
While the reputation of an organisation is influenced
by its:
• performance
• policies
• people
it is ultimately stakeholders who decide what the
reputation of the organisation actually is.
Stakeholders defined
• A stakeholder is anyone affected by or having an
  influence over the organisation
• Historically, companies tended to prioritise two
  groups: customers and shareholders but nowadays
  the stakeholder landscape is much more complex
Do you
 know who
  your key        Your
               reputation
stakeholders
    are?
How much do you know about:
• What your stakeholders say, what they like and
  what they don’t like about you?
• How they perceive you?
• Their relative importance to your business?
Do you understand your stakeholders’
needs, wants and why they choose
your product over your competitor's?



                 VS
Have you identified the most effective
way to communicate with them?
Stakeholder mapping by Insignia Communications
Stakeholder mapping helps you to:
 • Identify and prioritise key stakeholders
 • Understand stakeholders’ relative importance and
   influence over your business
 • Understand the beliefs and objectives which motivate
   stakeholder views and behaviour
 • Reveal how your stakeholders currently perceive you
 • Identify where they source their information and how
   they’d like to be communicated with
 • Tailor your communications depending on the influence
   of stakeholders
 • Create the reputation you desire and deserve
Stakeholder mapping adds value by:

• Uncovering the real attitudes, perceptions and
  pre-conceptions of your stakeholders
• Reflecting a reality which may be very different
  to the conventional wisdom (this may be
  challenging, but it’s always valuable)
• Revealing a strategy to drive your
  communication forward
Why understanding stakeholders underpins
    successful communication - video
Stakeholder mapping in practice:
“We appointed Insignia Communications to conduct a
stakeholder audit to provide deep insights into stakeholders
which would help us build a strong reputation and
relationships.
Insignia’s contribution went beyond the information provided
by the research: they added insight and analysis to zero in on
the key reputation and communication challenges facing the
organisation – and recommendations as to how we should
address them.”
                           Diana Thomas, Malaria Consortium
Contact Details

Insignia Communications
Email: info@insigniacomms.com
Website: www.insigniacomms.com
Phone: +44 (0)121 382 5304

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Stakeholder mapping by Insignia Communications

  • 1. "What people say behind your back is your standing in the community." Edgar Watson Howe
  • 2. Reputation – what is it? 1. The beliefs or opinions that are generally held about someone or something 2. A widespread belief that someone or something has a particular habit or characteristic What are the characteristics or habits that you or your company are known for?
  • 3. Reputation – what is it? • Reputation is the reason why people and organisations do business with you • It influences your ability to attract and retain employees, investors and strategic partners • It affects your relationship with regulatory bodies, pressure groups, the media and local community • Reputation is ultimately a measure of trust
  • 4. Value of reputation: numbers speak louder than words 60% of market value is attributable to a company’s reputation Around £700mln was Weber Shandwick, 18 January 2012 wiped off G4S value after the London 2012 Olympics fiasco RBS had to set aside £310m to This is Money, 17 July 2012 repair its reputation after the IT meltdown and two mis- 65% of chief communications selling scandals of 2012 officers see improvement in The Independent, 3 August 2012 corporate reputation as their highest priority PRNewswire, 26 June 2012
  • 5. Your reputation depends on your stakeholders While the reputation of an organisation is influenced by its: • performance • policies • people it is ultimately stakeholders who decide what the reputation of the organisation actually is.
  • 6. Stakeholders defined • A stakeholder is anyone affected by or having an influence over the organisation • Historically, companies tended to prioritise two groups: customers and shareholders but nowadays the stakeholder landscape is much more complex
  • 7. Do you know who your key Your reputation stakeholders are?
  • 8. How much do you know about: • What your stakeholders say, what they like and what they don’t like about you? • How they perceive you? • Their relative importance to your business?
  • 9. Do you understand your stakeholders’ needs, wants and why they choose your product over your competitor's? VS
  • 10. Have you identified the most effective way to communicate with them?
  • 12. Stakeholder mapping helps you to: • Identify and prioritise key stakeholders • Understand stakeholders’ relative importance and influence over your business • Understand the beliefs and objectives which motivate stakeholder views and behaviour • Reveal how your stakeholders currently perceive you • Identify where they source their information and how they’d like to be communicated with • Tailor your communications depending on the influence of stakeholders • Create the reputation you desire and deserve
  • 13. Stakeholder mapping adds value by: • Uncovering the real attitudes, perceptions and pre-conceptions of your stakeholders • Reflecting a reality which may be very different to the conventional wisdom (this may be challenging, but it’s always valuable) • Revealing a strategy to drive your communication forward
  • 14. Why understanding stakeholders underpins successful communication - video
  • 15. Stakeholder mapping in practice: “We appointed Insignia Communications to conduct a stakeholder audit to provide deep insights into stakeholders which would help us build a strong reputation and relationships. Insignia’s contribution went beyond the information provided by the research: they added insight and analysis to zero in on the key reputation and communication challenges facing the organisation – and recommendations as to how we should address them.” Diana Thomas, Malaria Consortium
  • 16. Contact Details Insignia Communications Email: info@insigniacomms.com Website: www.insigniacomms.com Phone: +44 (0)121 382 5304