Corporate Identity &
Relationships
The Key to Sustained Success
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1. Corporate Identity
• Definition: A collective understanding of
the organization’s features presumed to be
central and relatively stable and that
distinguish the organization from others.
– Features
– Centrality and stability
– Distinguishable
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2. Examples of Identity
• What three words do you associate with the
following firms?
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K-mart
Microsoft
GE
UWGB
Taco Bell
Southwest Airlines
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3. Typical identity issues
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Financial soundness
Ability to attract, develop & keep talented people
Responsibility to the community & environment
Leadership in field
Quality of management
Quality of products & services
Innovativeness
Wise use of corporate assets
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4. Good - Bad
Good
Bad
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Rubbermaid
Intel
Southwest Airlines
3M
Home Depot
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Humana
TWA
Revlon
Fruit of the Loom
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5. Developing a reputation
• Org. Strategy
– Corporate Communications
– Projected images
• Institutional Mandates
– Reports by media and others
– Refracted images
• People select images
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6. Consequences of Reputation
• Distort available but slightly inconsistent
information to fit schema.
• Stabilizes observer’s perceptions
• Influences perception over time
• Creates a valuable asset because it
“buffers firms from immediate negative
reactions” when unfavorable things occur
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7. Influences on reputations
Media
Communications
Investor
Employee
Communications
Communications
Corporate
Reputation
Consumer
Communications
Communications
Government
Crisis
Communications
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Community
Communications
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8. Managing Media Relations
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Know the terrain
Prepare appropriately
Manage the interview
Learn from your experience
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Know the terrain
• News format
– Live
– Taped
• Documentary
• Panel discussion
• Forum
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Prepare appropriately
• Decide whether to do it or not
• Contact them
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Why are you doing this program?
Why me?
Who is the ER?
Will it be live or recorded?
Any films or props? (response to videos)
Who else will be there?
What questions will be asked?
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Prepare appropriately (cont.)
• Plan your strategy
– Distill the message
• Animal farm: “4 legs good, 2 legs bad”
– Have a maximum of 3 points with subpoints
– Tell stories & anecdotes. Compare:
• “Animal fats are bad for you.”
• “My friend died from eating animal fat.
– Use analogies
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Plan your strategy (cont.)
• Repeat the message (It’s not that people are
stupid, they may not be paying attention)
• Anticipate their angle. (Example: Archbishop of
Canterbury visit to NYC)
• Dress Appropriately
– Avoid narrow stripes & checks
– Watch out for flashy jewelry etc.
• Remember “nothing is off the record”
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Manage the interview
• Adopt the appropriate manner
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Lean slightly forward
Look at the ER
Use your hands
Have notes
Be sincere and enthusiastic
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Manage the Interview (cont.)
• Use these rules of thumb
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Don’t let the ER butt in without a fight.
Refute incorrect statements.
Avoid jargon.
Stay off the defensive.
Don’t get sidetracked.
Let audience know when the ER “springs”
something
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ROT (cont.)
• If the ER rephrases your statements, make
sure s/he got it right. If not, correct the
statement.
• Tape the interview (unless it is live)
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Practice this scenario
• Think of something you’d like to say of
importance
• Think up the nastiest, most loaded question
about the subject.
• Put the two together
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9. Managing Investor Relations
• Who are the investors?
• What might be their concerns?
• How do you communicate with them?
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Who are the investors?
• Owners of the company (shareholders)
• Who can own shares?
– Privately-held company
– Publicly traded company
• Investor relations primarily deals with
Publicly traded companies
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What might be their concerns?
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Pending lawsuits
Growth opportunities
Competitive environment
Projected earnings (profits)
Market position
Executive team issues (e.g., CEO succession)
Social responsibility
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How do you comm. with them?
• Annual report
– Requirement
– Financial results
– CEO letter
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Controlled Mass Media (e.g., Gates in WSJ)
Press Releases
Special Mailings
Web sites
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