Tony Langham's presentation on 'The Economics of Reputation', delivered at the PRCA Annual Conference 2015

1. YOUR LOGO
THE ECONOMICS
OF REPUTATION
CONVERSATION STARTERS
Chairman, PRCA’s PR Council
Chief Executive, Lansons
@TONYLANGHAM
TONY LANGHAM CMPRCA

2. #ReputationMatters
Objectives
Stimulate debate
Intellectual content
Encourage conversation

3. http://www.slideshare.net/Mattcartmell/220714-toolkit-the-economics-of-reputation-
37538296?ref=http://www.prca.org.uk/default.asp?pid=2095

4. THE EXPERT PERSPECTIVES
“Old fashioned PR was
talking to the markets once
a quarter”
“Amazed by how quickly
things blow up, how quickly
they blow away”
“You can’t talk your way out
of something you behave
your way into”
George Pascoe-Watson
Partner
Portland
Amanda Mackenzie
Formerly Chief Marketing and
Communications Officer
Aviva
Zitah McMillan
Formerly Director of Communications
and International,
Financial Conduct Authority

5. REPUTATION AFFECTS EVERYTHING
Benefits of enhanced reputation
Recruit/retain staff 93%
91%
75%
More positive coverage
More effective marketing
69%Government influence
67%Benefit of doubt from stakeholders
Source: 55 in-house communication directors, YouGov, August 2014

6. CEOs BELIEVE IN THE POWER OF REPUTATION
Who believes reputation “affects bottom
line a large amount”?
CEO 68%
56%
41%
CMO
The board
31%Senior managers
25%CFO
Source: 114 senior communication professionals, YouGov, August 2014
14%All staff
A large amount

7. No opinion
5%
Disagree
63%
Agree
32%
MEDIA CRITICISM STILL HURTS
“Senior management care much less about
journalists’ criticism than they used to”
Source: 114 senior communication professionals, YouGov, August 2014

8. Yes, now
9%
Yes, past
12%
No, never
79%
REPUTATION IS A KEY PART OF EMPLOYEE ENGAGEMENT
Embarrassed about where you work?
Source: 1,197 employees interviewed by Opinium, February 2015

9. REPUTATION MATTERS IN CHOOSING EMPLOYER
Deciding where to work
Salary 65%
41%
33%
Type of work
Organisation’s reputation
32%Location
27%Flexibility
Source: 1,197 employees interviewed by Opinium, February 2015

10. EMPLOYEES BELIEVE THEY’RE RESPONSIBLE
Responsibility for maintaining reputation?
All staff 63%
27%
25%
Leader
Senior management
17%Board
16%Marketing/PR team
Source: 1,197 employees interviewed by Opinium, February 2015

11. CONVERSATION STARTERS
Reputation affects everything
CEOs believe in the power of reputation
Reputation is a key part of employee
engagement
Reputation matters in choosing an employer
Media criticism still hurts
Employees believe they’re responsible

12. THANK YOU
TONY LANGHAM
@TONYLANGHAM
#REPUTATIONMATTERS

13. THE ECONOMICS OF
REPUTATION
CHAIRED BY TONY LANGHAM CMPRCA
CHIEF EXECUTIVE, LANSONS
@TONYLANGHAM
MILES CELIC
DIRECTOR OF GROUP
STRATEGIC COMMUNICATIONS
PRUDENTIAL
@MILESCELIC
MARY WHENMAN CMPRCA
PRESIDENT
WOMEN IN PR
@MARYWHENMAN
PETER MORGAN
CORPORATE AFFAIRS
DIRECTOR
ROLLS ROYCE
@ROLLSROYCE