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Communication in the development of corporate reputation . The case history of

Università degli Studi di Pavia Corso di Laurea Specialistica in Editoria e Comunicazione Multimediale . Communication in the development of corporate reputation . The case history of. Relatore : Chiar.mo Prof. Stefano COLLOCA Correlatore: Chiar.mo Prof. Giampaolo AZZONI.

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Communication in the development of corporate reputation . The case history of

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  1. Università degli Studi di PaviaCorso di Laurea Specialistica in Editoria e Comunicazione Multimediale Communication in the development of corporate reputation. The case historyof Relatore: Chiar.mo Prof. Stefano COLLOCA Correlatore: Chiar.mo Prof. Giampaolo AZZONI Tesi di laurea di Mariantonietta Chiara SCIANNAMÈ A.A. 2009/2010

  2. Corporate communicationValuesReputationInstituteRP Corporate reputation GrunigFombrunStakeholderRQImageIdentity Trust CSR ListeningRelations Lovebrand StorytellingFerreroMedia Global ReputationPulse

  3. What’s corporate reputation?

  4. What’s corporate image? • To build a corporate image for: • distinguishing an organization; • making them an attractive look; • reflecting what an organization is, • what it was and what it wants to communicate. is the external organization’s form.

  5. “Corporate reputation is an amalgamation off all expectations, perceptions and opinions of an organization developed over time by customers, employees, suppliers, investors and the public at large in relation to the organization’s qualities, characteristics and behaviors, based on personal experience, hearsay, or the organization’s observed past actions.” Bennet e Kottasz, 2000

  6. It is what an organization wants to show outside of itself It can be built quickly thanks to advertising and spin doctoring It could be a not true representation REPUTATION IMAGE It is formed only with time It can be ruined in 5 minutes It is a deeper dimension because depends by people’s opinions It can be enhanced thanks to relation with stakeholders

  7. Web reputation It is given by the view that the public formed from information available online. It has gained attention in recent years because it has become a sort of “business card" for companies. In virtual spaces, above all social networks, news run and spread quickly, through the “megaphone effect”.

  8. Intentional and explicitcommunication REPUTATION Meaningspropagated in networksofrelationships Observablebehaviors and actions Corporate communication’s categories for developing reputation

  9. Knowledge Reputation Customer satisfaction Organization’s value Trust Loyalty Honesty Knowledge Customersatisfaction, relations and organization’s cognitive assets Image Source: M. Costabile, Il capitale relazionale, McGraw–Hill, Milano, 2001, p. 33.

  10. Edelman Trust Barometer 2011

  11. Edelman Trust Barometer 2011

  12. The role of Public Relations The four PR models developed by Grunig

  13. Global ReputationPulse

  14. Brand e brand reputation

  15. Lovemarks Mystery Sensuality Intimacy

  16. Once upon a time in Alba a small family business. In 1940s Piera and Pietro, Michele’s parents, transformed a pastry shop into a factory. • This first step forward was made • thanks to: • the products “invented” by • PietroFerrero and his young • son Michele. • the efficient sales network set • up by Giovanni, Pietro’s • brother.

  17. Ferrero today Now Pietro and Giovanni Ferrero, Michele and Maria Franca’s sons, head the Group as its Managing Directors. + around 21.600 employees.

  18. “Glocal” dimension

  19. Ferrero Group: - 38 trading companies, - 18 factories. - Production: more than 988.000 tonsofproductseachyear. Ferrero S.p.A.: - Sales office at Pino Torinese - 4 factories in Alba, S. Angelo dei Lombardi, Balvano e Pozzuolo - 3 companies: Soremartec - Pubbliregia - Energhe - Piera, Pietro and Giovanni Ferrero Foundation.

  20. Quality - Innovation - Freshness Source: Ferrero International, CSR Report 2008/2009

  21. Company principles Loyalty and Trust Respect and Responsibility Integrity and Sobriety PassionforResearch and Innovation

  22. Corporate Social Responsibility Source: Ferrero International, CSR Report

  23. Piera, Pietro and Giovanni Ferrero Foundation CULTURAL SOCIAL • Promotes initiatives in the literary, • historical, artistic and scientific field • Home of documentation center Beppe • Fenoglio • Promoteslocal talent • Master in Science and Technology of • Human Food and Nutrition. • Retirees’ treatments • CollaborationwithFoundation • “Movimento bambino” and • development of a code of conduct, • the Charter of Alba, for a conscious • use of new media by children • - Corporate nursery

  24. “Questo risultato è frutto di una cultura aziendale che ha sempre prestato la massima attenzione alla valorizzazione delle risorse umane, oltreché grande sensibilità ai temi di responsabilità sociale.” Ferrero N. 1

  25. The mostimportantfactorstoFererro’sreputation

  26. Customers’ opinions - Lovemarks.com

  27. Customers’ opinions - Ciao.it

  28. Ferrero Temporary Shop - Milan

  29. Ferrero on media Best Social Page 2011

  30. Interviewwith Gigi Padovani The jaris the message Thisproduction-oriented company, isanexampleforItalianentrepreneurship. Theyhaveonly mass products. Theycouldhavedared in some passages.

  31. Thank you for your kind attention  Special thanks to Francesca Poggiali, EU Relations, Consumers Affairs and CSR Manager

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