WHY IS REPUTATION MANAGEMENT IMPORTANTTO YOUR MEMBERSHIP?

IT’S NOT JUST ABOUT THE MIGHTY DOLLAR

IT’S ABOUT MAKING FRIENDS AND INFLUENCING PEOPLE

IT’S ABOUT STAYING RELEVANT

IT’S ABOUT THE MEMBERSHIP

“It’s not your story, it’s the story about what you can do for us.”

CURRENCY OF TRUST

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Bad Brand Experience

Unsolved Issues

Bad Reputation

Lost Members

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Ten Reasons Why Unions Fail

• Lose their mission focus• Stray into the wrong business• Take their members for granted• Over-price their services• Give potential members a free ride• Ignore the competition• Resist change• Merging for the sake of it• Accept their irrelevance• Do not communicate the benefits of

membership

HOW DO WE START?

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Your Reputation Management Strategy:The first step is to Listen.

Listen Respond Engage

Measure

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What Do People Think of Us?

Audit of your brand

1. Review of current vision2. Review business plan3. Review current marketing4. Insights via interviews etc.

organisation staff5. Member insights with current/

past/ potential members 6. Report created covering the

above

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Understand Why…

• People Join the organisation• Remain loyal to the organisation• Leave the organisation 

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What Do They Need to Hear?

Brand Development

1. What we stand for2. What we do for them3. The Single Idea that represents

the organisation4. Key messages

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Communications Strategy Review

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Now We Understand Why…

• People Join• Remain loyal• Leave 

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What are…

• Their perceptions of your brand relative to others?

• Are the most resonant messages?• The most effective

media/communications channels?

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Your Reputation Management Strategy:The second step is to Respond.

Listen Respond Engage

Measure

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Communications Strategy

• Who• Why• Where• When• How

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Reputation Management

• Identifying influential KOLs to reach out to

• Track where we respond and comment

• Identifying trends in changing conversations

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Finding The Right Voice For Each Audience

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Your Reputation Management Strategy:The third step is to Engage.

Listen Respond Engage

Measure

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Mindset Shift is Required

Traditional Public Relations• Talk to Journalists,

Professionals• One-to-Many• Control the Brand• Push the Message• Speak as a

Spokesman

Public Relationships• Talk to Members,

People• One-to-One & One-

to-Many• Manage the Brand• Engage the

Community• Speak as a Peer

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Communications Strategy

• Members - internal• Mentoring - internal• Member to member - internal• Media training – internal>external• Cross Union Forum - external• Media Strategy/relations – external• Government/KOL relations - external

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Government Relations

• Identify your key strategic interests and opportunities

• Monitor Government initiatives to ensure your organisation gets involved in the decision making process at an early stage

• Identify areas where you might proactively seek Government action

• Prepare a Government relations strategy, including identifying key messages, preparing the supporting analysis and engaging in the Government decision making process at the most effective points

• Assisting with policy documentation and drafting legislation

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Communications Objectives

Objectives• To sustain and increase membership • To promote and defend the brand values of the

organisation• To improve the organisation’s reputation• To increase understanding of the benefits of

membershipCommunications strategy:• Position your organisation as the most credible

body able to speak on behalf of your members and issues relating to them (without alienating other industry related groupings).

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Your Reputation Management Strategy:And throughout the process Measure.

Listen Respond Engage

Measure

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• Increase Exposure• Educate Audiences• Improve Positioning• Increase Mind Share• Increase Influence• Raise Awareness for Mission

• Retain/Obtain Members

What Does Success Look Like?

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Process and Outcomes

Listen to what people say

Talk to people like they’re people

Engage people by building relationships

Measure where and what is being said

Reputation Management