the challenge of reputation

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International Public Relations

and Political Communications MA courses

Cardiff University

9 March 2010

Mike LoveFCIPR

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We don’t believe a word of this CV … and we’d like to offer you the job

Challenge & change3

2007

McDonald’sturnedaround

2007

1978

2005

1995

1975

2002

2000

2010

Being glocal

1990

1980

1975

Campaigning4

5

Growth

300 to 1,000

Turnaround6

7

Complexity

Change8

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Some thoughts and lessons

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Get me my communications director in here now!

Be in the room11

An issue ignored…is a crisis assured!12

“In an environment of government inaction, consumer uncertainty and media hysteria

…McDonald’s voice remained one of cool leadership”.

“Burgers are safesays Minister”

Nov 1995 Mar 1996 June 1997

“It could be worse than AIDS”

No beef at McD!

“McDonald’s initiative

captured the agenda and leadership”

Department of Health Chief press officer

BSE – CJD Link “likely”

“McD saysBritish beef is safe”

Complacency Crisis Taking control Shaping the debate Recovery

Identify reality gaps13

Perception Negative & True

Perception Negative & False

Perception Positive & True

Mitigate the perception

Reinforce the perception

No change

Change the reality

Change theperception

Check reality& engage

Perception Reality Communication

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.Einstein develops his theory of negativity

Define your battleground15

Think ahead16

Focus on the end-game17

Networks and advocacy18

Top-down

Conversation Talk

Bottom up

Media online and offline

Employees

Consumers

Influencers

Investors

RetailersAcademics

Government

StaticTop-down

Interactive Conversation

DynamicTalk-back

Audience

outtakeCommunications

outputBusiness

outcome

Measure outcomes, not output19

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Can anyone remember what we actually do?

Get back to the floor21

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Make it personal

Storytelling connects23

The protagonist

The inciting incident

The call to action

The worse alternative

The antagonist

The conflict

The quest

The change

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Style is relative

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Inside-out

Outside-in26

Don’t just sit there – hire someone who agrees with me

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“we don’t do thesethings to win elections

… we have to win elections so we can do these things.”

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Images used do not necessarily have copyright permission for further reproduction.

Cartoons are licensed from cartoonstock.com to use for presentations and for limited reproduction.

Email: mike.love@bt.comMy Twitter: http://twitter.com/Mintrue

My blog: http://miclove.wordpress.com/