Reputation Management Ken Sternad January 27, 2006

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Reputation Management Ken SternadJanuary 27,
2006
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Keys to Effective Reputation Management

• Research
• Message development
• The power of the pulpit

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Todays key take-awayEffective reputation
management is message-based, not activity-based
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Messaging Must Be Research-Based

• Quantitative
• Customer Satisfaction Index
• Brand/advertising tracking studies
• Echo, Delahaye
• Other external sources (Fortune, Harris/Wall St.
  Journal)
• Qualitative
• Chairman, Management Committee, senior management
• Internal focus groups
• Alignment
• Investor Relations
• Brand/Advertising
• Employee Communications

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Key Positioning vs. Key Messaging

• Key positioning helps create a richer, more
  robust messaging architecture for all
  communications.
• Key positioning defines the take-aways you are
  trying to achieve with your reputation management
  efforts.
• Key messages are then derived from the key
  positions.

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Key Positioning vs. Key Messaging

• Example of key messages
• UPS is engaged in the community and is focused on
  promoting volunteerism.
• UPS actively pursues solutions that address its
  impact on the environment.

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Key Positioning vs. Key Messaging

• Example of key messages
• UPS is engaged in the community and is focused on
  promoting volunteerism.
• UPS actively pursues solutions that address its
  impact on the environment.
• Example of a key position
• Business success at UPS depends upon balancing
  economic, social and environmental objectives.
  This includes being actively engaged in the
  communities we serve through both volunteerism
  and philanthropic support. It also means
  undertaking proactive initiatives to minimize the
  companys impact on the environment, such as the
  companys efforts in the area of alternative
  fuels. This long-term, sustainable approach to
  running its business benefits UPS, its employees,
  customers, shareholders and the communities the
  company serves.

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Key Positioning vs. Key Messaging

• UPS 2006 reputation management plan driven by 7
  key positions

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Key Positioning vs. Key Messaging

• UPS 2006 reputation management plan driven by 7
  key positions
• Transformation
• Global opportunity
• Operational excellence
• Portfolio of capabilities
• Technology
• Employees/Employer of choice
• Social responsibility/sustainability

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• The Power of the Pulpit

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UPS Executive Communications

• One of the most valuable tools in PR toolbox
• Supports business growth, brand/reputation,
  thought leadership, employee relations and policy
  goals
• Provides more depth than most communications
  channels
• Must be disciplined, strategic
• The real value is in downstream repackaging

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UPS Executive Communications

• Create an opportunity matrix
• Message platform
• Audience composition, size
• Sales opportunities
• Media opportunities
• Placement in program
• Other speakers

• Public policy opps.
• 3rd party influencers
• Timing
• Geography
• Executive preference
• Repackaging opps.

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UPS Executive CommunicationsMap out a plan

• Transportation industry - 20
• Vertical industries - 15
• Executive forums - 20
• Financial, analysts - 15
• Policy forums - 15
• Universities - 5
• Hometown Atlanta - 5
• Misc. - 5

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Repackaging of Speeches

• By-lined articles
• Web postings
• Press releases
• Direct mailings to media, 3rd party influencers
• Use by academics
• Internal publications

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• Case Study

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UPS Brand Relaunch in 2003 Package
delivery
Synchronizing
global
commerce
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Create a Series of Global Symposia

• Drive evolution of UPS brand by stimulating
  dialogue, research and understanding of global
  trade and synchronized commerce among thought
  leaders, academics, media, customers and
  stakeholders
• Change perceptions of UPS
• Create a dynamic customer relationship platform
  to generate new business

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Create a Series of Global Symposia

• Partner with leading universities for credibility
  (Harvard, INSEAD)
• Develop a 4-year plan (2004-2007)
• Cover the world U.S., Europe, Asia
• Reach for the Stars
• Focus on messaging and content (small but
  strategic role for UPS)
• Aggressively repackage content

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Longitudes
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Longitudes Speakers

• President George H.W. Bush
• President Jimmy Carter
• President Vaclev Havel, Czech Republic
• President F.W. DeKlerk, South Africa
• Robert Rubin, U.S. Treasury Secretary
• Carla Hills, Cabinet member for trade
• Thomas Friedman, N.Y. Times columnist
• Chairman, Central Bank of Europe
• CEOs of Procter Gamble, Best Buy, Williams
  Sonoma, Harley Davidson, Wal Mart (China), Disney
  (Hong Kong)
• Academics from Harvard, MIT, Stanford, INSEAD,
  China-Europe Business School

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• Results of Longitudes

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Results of Longitudes

• Conference reports written and published by
  Harvard Business School Press
• Content being used in academic curriculum
• New Harvard Business Review newsletter
• Google synchronized commerce
• UPS website
• Media

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Thomas Friedman bestseller
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Results of Longitudes

• Investment to date 5 million
• Incremental new revenue 45 million

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