The days when companies could do as they pleased, fly in the face of public opinion, turn a deaf ear to the cries of staff, routinely give 'no comment' to the press and speak to the City only via their profit margins are long over. High-profile public relations debacles as varied as British Airways (Dirty Tricks), McDonald's (McLibel) and Shell (Brent Spar) clearly illustrate that, in the '90s, corporate reputation has become more important and more vulnerable than ever before.
Building on the findings of the Management Today report, What Price Reputation?
Placing A Value On The Corporate Personality, Haymarket has organised the What Price Reputation? conference in association with report sponsors Fleishman-Hillard. This one-day event will take place at the Savoy Hotel, London on 17 November 1997, and will give delegates the opportunity to see how some of the UK's best known businesses are protecting and nurturing their reputations.
The conference, chaired by a leading authority on corporate reputation, Professor Gary Davies of Manchester Business School, will open with an outline of the report's findings. This will be followed by a presentation on translating image across the Channel into mainland Europe.
Four sessions will examine the management of corporate reputation in the face of a company's key constituents. The first will look at the effect that creating new brands from old has on a business's reputation, as seen by the City. The second session will examine franchisees and suppliers and explain how to make the most of them, both at home and abroad in order to protect your reputation in the eyes of your customers.
The next will look at the impact of a corporate revamp when the business focuses on environmental issues and uses this to convey a positive image to staff. And finally, Peter Hehir, of Countrywide Porter Novelli, will speak about a company's reputation and the media. He will also look at how best to make staff aware of the importance of corporate reputation.
After each session there will be an opportunity for delegates to ask questions and discuss any of the points raised. The What Price Reputation?
conference will be especially useful to communications and public relations professionals and senior managers as a business's reputation becomes ever more important to its core activities.
For further information on the What Price Reputation? report or the conference, please call Tania Cassell on 0171 413 4116 or fax 0171 413 4486.