How to build trust and a healthy reputation
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CPC&
BUILDING TRUST AND
A HEALTHY REPUTATION
FROM THE GET-GO
Paperclip HK
November 23, 2015
CPC&
WHO AM I TO SAY?
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‘People build brands
as birds build nests,
from the scraps and straws
we chance upon’
Jeremy Bullmore
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YIN & YANG OF REPUTATION - UBER
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SEVEN Cs OF A HEALTHY REPUTATION
1.
2.
3.
4.
5.
6.
7.
Customer – product, experience
Culture – values, leadership
Control – governance, privacy
Capability – strategy, operations
Consistency – actions, communications
Consideration – listening, responsiveness
Candidness – transparency, openness
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TRANSPARENCY
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OPENNESS
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EFFECTIVE PROTECTION AND DEFENCE
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TYPES OF ONLINE THREATS
LEGAL
STRATEGIC
SOCIAL
OPERATIONAL
BEHAVIOURAL
FINANCIAL
ENVIRONMENTAL
TECHNOLOGICAL
© CPC & Associates
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TYPES OF NEGATIVE SITUATIONS
CRISIS
PROBLEM
ISSUE
-
SEVERITY
+
INCIDENT
© CPC & Associates
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LONGEVITY
+
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ASSESSING ESCALATING ONLINE THREATS
QUALITATIVE
QUANTITATIVE
VISIBILITY
TONE
MOTIVATION
RELATIONSHIPS
VIRALITY
INFLUENCE
VALIDITY
CONTEXT
IMPACT ON BUSINESS & REPUTATION
© CPC & Associates
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FORMULATING THE RIGHT RESPONSE
BUSINESS
TECHNOLOGICAL
COMMS
LEGAL
© CPC & Associates
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SOME ONLINE RESPONSE OPTIONS
BLOCK
REMOVE
MINIMISE
HIDE
LEAVE
SHARE
SUPPRESS
RETRACT
RECTIFY
RE-FRAME
LITIGATE
ARBITRATE
AFFIRM
EXPLAIN
NEGOTIATE
REFRAME
DEFLECT
DENY
© CPC & Associates
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FIVE Cs OF CRISIS COMMUNICATIONS
1.
2.
3.
4.
5.
Concern – for those affected
Commitment – to help however possible
Control – at the most senior level
Confidence – but not arrogance
Competence – in how to handle a crisis
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YOU WILL SURVIVE ONLINE IF YOU…
•
•
•
•
•
Listen carefully
Think laterally
Prepare properly
Move quickly
Play it straight.
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QUESTIONS?
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GET IN TOUCH
Charlie Pownall
CPC & Associates
3F, Nam Wo Hong Building
148 Wing Lok Street
Hong Kong
Tel (HK): +852 6013 6201
Tel (UK): +44 7073 379 989
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