Posted by: Ryan Barr in: Financial Services - Media Relations -
Warren Buffett famously said, “It takes 20 years to build a reputation and five minutes to ruin it?” Who am I to disagree with Mr. Buffett? According to the Reputation Institute, intangible value-including corporate reputation-makes up 81 percent of market value. This means a one-point increase in reputation yields a 2.6 percent increase in market cap, which translates into an average of $1 billion.
However, corporate and financial communicators know that if a company is going to market now, it doesn’t have 20 years to build its reputation. With 24/7 media, globally connected social networks and online marketplaces, investors, influencers, customers and employees can alter the perception of a corporate brand in the blink of an eye.
As corporate reputation impacts valuation, communicators must close the gap between the reality of a company’s current operational status and the perceptions of key external stakeholders. And, the vast array of external influences can interfere with a company’s ability to control its narrative. Given this, it’s more important than ever for a company to use all the tools at its disposal. Where to begin?
It starts with storytelling. Financial and corporate communicators need to build compelling narratives rooted in data that show an obtainable goal, all to be measured by a roadmap that tracks a company’s progress. For all companies, financials are the obvious-and sometimes most critical gauge of success. It’s fairly straightforward: tell your stakeholders what you’re going to do: increase sales, control expenses and grow the bottom line; execute your plan; and then report back. Unfortunately, financials are only one metric used to measure a company’s success and not all companies are at the same moment in their lifecycle.
Posted by: jillw in: Media Relations -
Finn Partners, in partnership with Harris Poll, has unveiled the Societal Return on Investment (SROI) Index, a new proprietary index and diagnostic tool that can measure a company’s corporate reputation for social good and unlock opportunities to align — or realign — efforts for maximum impact.
More than ever before, companies are investing in corporate reputation and CSR activities because they realize the tremendous influence public perception has on business outcomes. SROI provides business leaders with a holistic assessment tool to measure the impact of their social good activities and inform their business strategies in a meaningful and measurable way.
As part of the inaugural 2018 Societal ROI Index, Harris Poll and Finn Partners released the list of the top 20 companies and the top social issues that Americans believe companies should be addressing. Privacy of data and access to healthcare top the list.
Learn more at SocietalROI.com
Posted by: Brian Eng in: Media Relations -
Brands are always looking for new ways to connect with their target audiences, and sponsored content is becoming an increasingly popular addition to the marketing mix. Content partnerships with publishers allow brands to gain readers’ attention and trust by providing something of value – either information or entertainment – in a credible context.
But even the best content won’t perform if it’s placed in the wrong medium. So how do you determine which outlet is right for your content? Assuming the publication offers a package that matches your budget, here are four questions to ask yourself:
Does your content fit with the publication’s focus and style?
While sponsored articles must be clearly marked as such to avoid misleading readers, the content should still appear native and fit in with the reader’s overall experience and expectations. Whether your piece is a lighthearted listicle, an infographic-heavy explainer or an in-depth think piece, you’ll want to pick an outlet where it will seem at home. The content should feel organic and brand right when coming from the publication under consideration.
Does the publication reach your target audience?
Dig into the publication’s audience data to ensure that the audience aligns with your brand’s target, both demographically and psychographically. Demographics (age, gender, family composition, household income, geographic location, etc.) tell who the audience members are, while psychographics (values, concerns, interests, lifestyle, etc.) explain what motivates them. The more data you have about the publication’s audience, the better you’ll be able to determine whether you have a story to tell that will be of interest to these individuals – and that will get them to click, listen or watch.
Does the collaboration align with your campaign goals?
Consider the purpose of the overall communication campaign. Is it creating brand awareness, generating leads, driving traffic to your own media channels or establishing thought leadership, for example? The publication, content format, distribution strategy and timing will all need to support those goals.