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Communication Strategy

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Egor Sulkin

The document discusses a Reputation Tracker Study by the Reputation Institute that found a 10% improvement in a company's reputation can lead to a 13% increase in its market value. It then lists various stakeholders that can directly or indirectly influence a company's reputation, including employees, industry associations, journalists, and media outlets. Finally, it discusses potential partnership programs a company can engage in to help establish and maintain contacts with stakeholders to improve its corporate reputation.

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Communication Strategy
Communication Strategy
Communication Strategy
Communication Strategy
Reputation Tracker Study by the Reputation Institute 10% improvement in reputation = a 13% improvement in the market value of a company.
Communication Strategy
Communication Strategy
Communication Strategy
Core Message #1 Core Message #2 Core Message #3 Evidence, Proof, or Support
Communication Strategy
YOU Employees Industry Associations Scientific Journalists
PRIMARY STAKEHOLDERS DIRECT INFLUENCE ON BUSINESS SECONDARY STAKEHOLDERS CORPORATE REPUTATION The National Trade Association Women of Russia Movement The Russian Managers Association Association of Investment Rights Protection National Institute of Technical Regulation AmCham Association of Business Communications (retailers contest) Association of European Businesses Rusbrand Association of Advertisers Association of Advertising Agencies Association of Outdoor Advertisers Association of Investment Rights Protection RosBusinessConsulting Media House Corporate Media Association The Russian Media Union Independent Media Publishing House Russian PR Association Crystal Orange PR student contest
Editor-in-Chief Expert magazine FADEEV VALERY ALEXANDROVICH Editor-in-Chief Itogi magazine DYBSKY KIRILL ALEXANDROVICH MediaUnion Vice-President Deputy Chairman of the Public Chamber Committee on Communications, Information Policy and Free Speech in Mass Media. ZELINSKAYA ELENA KONSTANTINOVNA President LUBIMOV ALEXANDER MIKHAILOVICH Editor-in-Chief Argumenti I Facti magazine ZYATKOV NIKOLAY IVANOVICH Editor-in-Chief Komsomolskaya newspaper SUNGORKIN VLADIMIR NIKOLAEVICH Editor-in-Chief Tribuna newspaper KUZIN OLEG SERGEEVICH Editor-in-Chief Vremya Novostey newspaper GUREVICH VLADIMIR SEMENOVICH President Guild of Periodical Press Publishers MAKAROV LEONID SEMENOVICH Regional Mass Media RF Public Chamber National Association of Communications Agencies Partnership Programs Benefits Iskra (Sparkle) Press Media Establish and maintain contacts with leading mass-media, National Award opinion leaders, government officials Young Journalists Forum (Ufa) Sustain cooperation with Public Chamber representatives Uchastie Charitable project Networking opportunities with regional mass-media
Communication Strategy
Communication Strategy
Communication Strategy
Communication Strategy
Media Coverage of Activities (quantitative/qualitative) Stakeholder Network Development Level of access to media / Message quality and accuracy / Percentage increase over specified period / Total number of mentions / Media coverage generated from events / Media hits / Tonality / Frequency of coverage / Circulation Organizations with whom you develop relations / Number of stakeholders / types / public exposure of via stakeholder events (qualitative) Perception and Reputation Rankings (qualitative) Conduct a pre- and post-program audits of core reference rankings
Communication Strategy
Communication Strategy

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Communication Strategy

  • 5. Reputation Tracker Study by the Reputation Institute 10% improvement in reputation = a 13% improvement in the market value of a company.
  • 9. Core Message #1 Core Message #2 Core Message #3 Evidence, Proof, or Support
  • 12. PRIMARY STAKEHOLDERS DIRECT INFLUENCE ON BUSINESS SECONDARY STAKEHOLDERS CORPORATE REPUTATION The National Trade Association Women of Russia Movement The Russian Managers Association Association of Investment Rights Protection National Institute of Technical Regulation AmCham Association of Business Communications (retailers contest) Association of European Businesses Rusbrand Association of Advertisers Association of Advertising Agencies Association of Outdoor Advertisers Association of Investment Rights Protection RosBusinessConsulting Media House Corporate Media Association The Russian Media Union Independent Media Publishing House Russian PR Association Crystal Orange PR student contest
  • 13. Editor-in-Chief Expert magazine FADEEV VALERY ALEXANDROVICH Editor-in-Chief Itogi magazine DYBSKY KIRILL ALEXANDROVICH MediaUnion Vice-President Deputy Chairman of the Public Chamber Committee on Communications, Information Policy and Free Speech in Mass Media. ZELINSKAYA ELENA KONSTANTINOVNA President LUBIMOV ALEXANDER MIKHAILOVICH Editor-in-Chief Argumenti I Facti magazine ZYATKOV NIKOLAY IVANOVICH Editor-in-Chief Komsomolskaya newspaper SUNGORKIN VLADIMIR NIKOLAEVICH Editor-in-Chief Tribuna newspaper KUZIN OLEG SERGEEVICH Editor-in-Chief Vremya Novostey newspaper GUREVICH VLADIMIR SEMENOVICH President Guild of Periodical Press Publishers MAKAROV LEONID SEMENOVICH Regional Mass Media RF Public Chamber National Association of Communications Agencies Partnership Programs Benefits Iskra (Sparkle) Press Media Establish and maintain contacts with leading mass-media, National Award opinion leaders, government officials Young Journalists Forum (Ufa) Sustain cooperation with Public Chamber representatives Uchastie Charitable project Networking opportunities with regional mass-media
  • 18. Media Coverage of Activities (quantitative/qualitative) Stakeholder Network Development Level of access to media / Message quality and accuracy / Percentage increase over specified period / Total number of mentions / Media coverage generated from events / Media hits / Tonality / Frequency of coverage / Circulation Organizations with whom you develop relations / Number of stakeholders / types / public exposure of via stakeholder events (qualitative) Perception and Reputation Rankings (qualitative) Conduct a pre- and post-program audits of core reference rankings