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PR Leadership Forum
January 27, 2005
Building a Brand; Managing a Reputation
Building a Brand; Managing a Reputation
Tom Martin
Tom Martin
Senior Vice President
Senior Vice President-
-Corporate Relations
Corporate Relations
ITT Industries
ITT Industries
Public Relations Leadership Forum
Public Relations Leadership Forum
January 27, 2005
January 27, 2005
Atlanta
Atlanta
Copyright \u00a9 2005, The Institute for Public Relations
PO Box 118400, Gainesville, FL 32611-8400
www.instituteforpr.com
2
PR Leadership Forum
January 27, 2005
What\u2019s my brand?
Copyright \u00a9 2005, The Institute for Public Relations
PO Box 118400, Gainesville, FL 32611-8400
www.instituteforpr.com
3
PR Leadership Forum
January 27, 2005
Costs of competing in a Marathon\u2026
New running shoes: $120
Heart monitor:
$100
Entry fees:
$ 85
Copyright \u00a9 2005, The Institute for Public Relations
PO Box 118400, Gainesville, FL 32611-8400
www.instituteforpr.com
4
PR Leadership Forum
January 27, 2005
Costs of competing in a Marathon\u2026
New running shoes: $120
Heart monitor:
$100
Entry fees:
$ 85
Doing something neither of your teenaged sons can do:
Priceless!!!!
Copyright \u00a9 2005, The Institute for Public Relations
PO Box 118400, Gainesville, FL 32611-8400
www.instituteforpr.com
5
PR Leadership Forum
January 27, 2005
The Page Principles: A foundation for reputation
management and building a brand

Tell the truth.
Prove it with action.
Listen to the customer.
Manage for tomorrow.
Realize a company\u2019s true

character is expressed by its
people.

Conduct public relations as if the whole company depends on it.

Remain calm, patient and
good-humored.
Copyright \u00a9 2005, The Institute for Public Relations
PO Box 118400, Gainesville, FL 32611-8400
www.instituteforpr.com
6
PR Leadership Forum
January 27, 2005
The starting point\u2026
Tell the truth
Copyright \u00a9 2005, The Institute for Public Relations
PO Box 118400, Gainesville, FL 32611-8400
www.instituteforpr.com
2
7
PR Leadership Forum
January 27, 2005
Does your brand match your reputation?
Brand ispersonality.
Brand is what a company
wants you to think and feel

when you hear its name.
Brand iscommunications.
Brand is something you build.
Brand is apromise.

Reputation ischaracter.
Reputation is what youreall y
dothink and feelwhen you

hear a company name.
Reputation isbeha vior.
Reputation is something you

earn.
Reputation iskeepingthe
promise.
Source: Paul Holmes, Publisher, The Holmes ReportCopyright \u00a9 2005, The Institute for Public Relations
PO Box 118400, Gainesville, FL 32611-8400
www.instituteforpr.com
8
PR Leadership Forum
January 27, 2005
Does reputation matter?
Ask Bernie Ebbers, former
CEO of Worldcom.
Ask Dennis Kozlowski, former
CEO of Tyco.
Ask Ken Lay, former CEO of
Enron.

Ask Dick Grasso, former CEO
of the New York Stock
Exhange.

Then, ask your own CEO,
CFO, or General Counsel.
Copyright \u00a9 2005, The Institute for Public Relations
PO Box 118400, Gainesville, FL 32611-8400
www.instituteforpr.com
9
PR Leadership Forum
January 27, 2005
They come and they go\u2026\u2026\u2026.
May 28,2001
December 23, 2002
Copyright \u00a9 2005, The Institute for Public Relations
PO Box 118400, Gainesville, FL 32611-8400
www.instituteforpr.com
10
PR Leadership Forum
January 27, 2005
What\u2019s your cover story?
Copyright \u00a9 2005, The Institute for Public Relations
PO Box 118400, Gainesville, FL 32611-8400
www.instituteforpr.com
11
PR Leadership Forum
January 27, 2005
What a difference three and a half years make!
Market Caps
Sept. 2000 May 2004
AOL/Time Warner:
$129 Bill. $83 Bill.
Priceline.com:
$4.2 Bill.
$875 Mill.
Yahoo:
$61 Bill.
$48 Bill.
ITT Industries
$2.9 Bill.
$7.6 Bill.
Copyright \u00a9 2005, The Institute for Public Relations
PO Box 118400, Gainesville, FL 32611-8400
www.instituteforpr.com
12
PR Leadership Forum
January 27, 2005
Actions speak louder than words\u2026
Prove it with action.
Copyright \u00a9 2005, The Institute for Public Relations
PO Box 118400, Gainesville, FL 32611-8400
www.instituteforpr.com
3
13
PR Leadership Forum
January 27, 2005
Contrast Brand and Reputation
United Airlines: Fly the friendly skies
McDonalds: We love to see you

smile.
Boeing: Forever new frontiers.
Microsoft: Where in the world do you

want to go?
Ford: Quality is Job 1
The Catholic Church: A place of trust
Martha Stewart: It\u2019s a Good Thing
The U.S. Military: Liberators

United Airlines: Better use those
frequent flier miles soon
McDonalds: We love to see you
gain weight.
Boeing: Forever new conflicts of

interest.
Microsoft: You have no choice.
Ford: Safety is someone else\u2019s job
The Catholic Church: The ultimate

cover-up
Martha Stewart: It\u2019s a short
sentence.
The U.S. Military: Dominators
Copyright \u00a9 2005, The Institute for Public Relations
PO Box 118400, Gainesville, FL 32611-8400
www.instituteforpr.com
14
PR Leadership Forum
January 27, 2005
Can you hear me now?
Listen to the customer.
Copyright \u00a9 2005, The Institute for Public Relations
PO Box 118400, Gainesville, FL 32611-8400
www.instituteforpr.com
15
PR Leadership Forum
January 27, 2005
Familiarity with ITT Industries
97
37
0
20
40
60
80
100
ITT Ind.
Aw areness
Close
Familiarity
Copyright \u00a9 2005, The Institute for Public Relations
PO Box 118400, Gainesville, FL 32611-8400
www.instituteforpr.com
16
PR Leadership Forum
January 27, 2005
Issues we have addressed through branding campaign:
Brand Confusion: Our publics were not sure of
what we did.
Brand Reputation: Our reputation didn\u2019t match our
products, actions and performance.
Brand Unity: We had multiple product brands and
value centers that weren\u2019t perceived as part of a
greater whole.
Copyright \u00a9 2005, The Institute for Public Relations
PO Box 118400, Gainesville, FL 32611-8400
www.instituteforpr.com
17
PR Leadership Forum
January 27, 2005

\u201cSuccessful diversified brands pursue
three strategies: they find and constantly
reinforce the \u2018golden thread\u2019 that knits
together their diverse businesses; they
invest in building high-credibility
personalities; and they systematically
leverage their brands.\u201d

-The McKinsey Quarterly
Copyright \u00a9 2005, The Institute for Public Relations
PO Box 118400, Gainesville, FL 32611-8400
www.instituteforpr.com
18
PR Leadership Forum
January 27, 2005
We found our voice, our \u201cGolden Thread.\u201d
Copyright \u00a9 2005, The Institute for Public Relations
PO Box 118400, Gainesville, FL 32611-8400
www.instituteforpr.com

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