60 % of company`s market value is attributable to corporate reputation. Where is the role of CEO in the proces of building, maintaining and recovering corporate reputation?
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The Reputation And CEO
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7. IT’S ABOUT BRINGING YOUR VALUES TO LIFE COMMUNICATE WHAT YOU STAND FOR, TO ALL OF YOUR STAKEHOLDERS!
8. COMMUNICATION TO REPUTATION * Fortune 500 ‘Most Admired Companies’ listing RANKING OF COMPANIES CORPORATE COMMUNICATION SPENDING (US$ million) TOP 100 $32 Second 100 $23 Third 100 $13 Fourth 100 $5 Bottom 76 $4
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14. CORPORATE COMMUNICATION IS A PROCESS… IDENTITY IMAGE OBJECTIVE, STATIC CATEGORY Defined specific features of a corporation and external symbol ( visual and material tools ) reflecting it and communicating with publics SUBJECTIVE, DYNAMIC CATEGORY Impression of the public on a corporation, established upon a perception of corporate identity COMMUNICATION
15. CORPORATE IMAGE HONEST FAIR-PLAY RELIABLE COMPETENT LOCALLY IMPORTANT AND ACCESSIBLE TRUST DEDICATED TO COMMUNITY IMPORTANT SPONSORS PARTNERS AND SUPPORT ENVIRONMENT FRIENDLY CARE QUALITY INNNOVATIVE EXCELLENCE GOOD EXAMPLE LEADERSHIP HOW DO WE DESIRE TO BE SEEN?
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20. THE ROLE OF CEO IN BUILDING, MAINTAININ G AND RECOVERING REPUTATION