Why reputation matters for CEOs
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Transcript of Why reputation matters for CEOs
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Christophe Ginisty – 12 May 2016
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BACKGROUND INFORMATION
– Creator of the ReputationTime cycle of
conferences
– Head of Digital at FTI Consulting EU
– Former IPRA President
– Edelman’s European Digital Evangelist
(2011 – 2012)
– Founder of Internet sans Frontières
– Creator & MD Rumeur Publique
– TV consultant
– Blogger since 2004
– Visiting professor
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What are CEO’s
specific reputation
challenges?
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Distrust!
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Diversification of the information flow
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Increase in volume of conversatons
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We are living in a world
characterized by the
impossibility to deal with
all the information
published
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Increasing scarcity of
traditional influencers
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The American Society of News
Editors has lately reported double-digit
decline in newsroom count every year.
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Distrust
Diversification of information flows
Volume of conversations
Scarcity of traditional influencers
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What is reputation?
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Reputation is the sum of images that
people have of a leader nurtured by the
following critical components:
performance, history, behavior, as well a
communications.
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You work on your image and
you earn your reputation
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Not an easy job!
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• In control
• Public
• Inspirational
• Clear
• Accessible
• Convinced
• Accountable
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SHOULD YOU WANT IT OR NOT,
PEOPLE ARE TALKING ABOUT YOU
ONLINE
– Don’t let people speak on your behalf
– Don’t let people interpret your silence
– Manage the agenda
– Select what you want to share
– Set the tone
– Become the main character of your own
image
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STAND OUT BY PROACTIVELY
BECOMING AN IDEA STARTER
– Communicate
– Express your values
– Share your purpose
– Set your goals
– Be specific
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IN THE SOCIAL MEDIA ERA, REAL
LEADERS ARE EASY TO FOLLOW
– Communicate where your target
audience is having their most active
conversations
– Think “Impact”
– Tell stories that move people
– Express doubts and ask questions
– Show you care
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PEOPLE DON’T HAVE TIME ANYMORE
TO DEAL WITH CONFUSION AND
OPACITY
– Be straightforward
– Be brief
– Be sincere
– Be consistent on the long term
– Be focused
– Don’t speak too much
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SOCIAL NETWORKS HAVE
CONTRIBUTED TO BUILD BRIDGES
BETWEEN PEOPLE
– Be connected
– Be live (sometimes)
– Be your own author
– Be as transparent as possible
– Be human
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AS THE CEO, YOU ARE THE ONE WHO
DECIDES AND SET THE AGENDA FOR
THE ORGANISATION
– Don’t be shy to express decisions and
comments with authority
– Don’t be scared to be publicly criticized
– Don’t be visibly moved by hostility
– Become the message
– Frequently remind the key messages
– Update on progress
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AS THE LEADER, YOU ARE
RESPONSIBLE FOR THE ENTIRE
ORGANISATION
– Always show you care (for your
stakeholders, not for yourself)
– Be fast to respond to any issue
– Condemn any unacceptable attitude and
apologize when appropriate
– Fix the problems
– Turn issues into opportunities
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Are you
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People have understood they
control the information age,
so they try to do it for real.
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Why do you do it?
How do you do it?
What do you do?
to any public figure, including CEOs
Neglecting one of these
questions or keeping opacity
can lead to suspicious and
then to assumptions that will
nurture reputation crisis.
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Reputation management is
all about bringing
consistency and connecting
the dots
Why do you do it?
How do you do it?
What do you do?
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And here are the most
singular aspects of a leader’s
reputation
Why do you do it?
How do you do it?
What do you do?
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REPUTATION STRATEGY BUILDING
1) Who are you?
• Rationally
• Emotionally
2) Why are you doing what you do?
• Rationally
• Emotionally
3) How are you doing it?
• Precisely
4) Is what you do different?
• Proof points