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LATEST HAPPENINGS AND EVENTS

Charles Fombrun
President & CEO, Reputation Institute

Welcome to the latest installment of Reputation Institute (RI) News!

As always, we are excited about all that is going on in and around Reputation Institute's network and in the fi eld of Reputation Management. And there is much to be excited about:

-RI's 12th International Conference on Corporate Reputation, Brand, Identity and Competitiveness will be held May 26 to June 1, 2008 in Beijing, China and looks to be one of our most engaging conferences to date, complete with a three day Study Tour and China Forum. Read more about the upcoming event and Call for Papers here.

-RI Membership benefits are being enhanced. Access to List of Lists, once only available to Corporate Members, is now part of the Individual Member package. This powerful tool is a database of reputation ranking lists which monitors over fifty respected publications' corporate reputation surveys, and RI's Annual Global RepTrak Pulse, Reputation Institute's proprietary corporate reputation measurement system. Learn more about RI Membership here.

-Reputation in the News. I would also like to call your attention to a new section on our homepage, updated daily, where you can read stories relevant to corporate reputation from all over the world. I recommend bookmarking our Reputation in the News page and drinking it in with your morning coffee (or tea).

Included in this edition of RI News you will also find updates on recent happenings at Reputation Institute offices and an excerpt from an RI Insight on the findings and use of List of Lists, a compilation of company rankings from 183 public lists rating companies in 38 countries.

LIST OF LISTS: A COMPILATION OF INTERNATIONAL CORPORATE REPUTATION RATINGS

REPUTATION INSTITUTE AROUND THE WORLD
NEWS FROM OUR OFFICES

Reputation Institute is comprised of our Knowledge Center, Offices, Associates and worldwide Network. Each quarter our offices take the opportunity to apprise our audience of new developments and accomplishments they are driving in the field of reputation management.

Last month, Charles Fombrun was the keynote speaker at Conference Board's "Corporate Reputation and Communication Conference." Dr. Fombrun spoke to a captivated audience about how to influence opinion and behavior through corporate reputation.

On November 6th, Kasper Nielsen, Managing Partner of Reputation Institute will be speaking at IncreMental Advantage's Reputation Management Conference, where he will focus on best practices in reputation management from around the world and how to create value from corporate reputation.

As the leaders at Reputation Institute continue to spread the value derived from managing corporate reputations, we will keep you informed of their future speaking engagements and hope to see you there.

Reputation Risk—helping companies meet the increasing demands on their business

RepTrak™ Risk is a rising star in Reputation Institute's product offering. Since its development over the last 2 years, Reputation Institute has been launching successful engagements with clients in the U.S. and Europe using Reputation Risk to mitigate and measure the reputation risks companies are facing in the marketplace. By using RepTrak™ Risk, companies are better equipped to report and implement actionable strategy based on realistic risk scenarios.

Influencers of reputation—stakeholders with extraordinarily impactful opinions

Reputation Institute is continuing to build on its understanding of the perceptions of hard-to-reach, influential stakeholders. This past quarter alone, Reputation Institute conducted over 100 key influencer interviews to understand their perceptions and what they believe clients can do to improve their reputations — as you might imagine, there have been some surprises in what they had to say.

More Companies establish Corporate Reputation Groups

There has been a trend this past quarter: more companies are beginning to create Reputation Departments. As Reputation Institute helps our clients develop reputation strategies, clients have found the need to develop a more robust organizational structure that fully integrates reputation management into their business. This has increased the demand for our Reputation Landscape process where we help companies make sense of all their existing data. We use the RepTrak framework to align all the existing data into actionable insight.

Using Reputation Data in Sales Training

Reputation Institute has been involved in a range of training sessions for sales people. Why are we seeing a movement in our services from corporate communications advice to sales team training? It is because our clients are beginning to see the link between the sales conversation and the role of reputation drivers. For example, we've shown this link to supportive behavior in the sales process, e.g. repute around driver "X" and people will be more likely to buy or recommend product "Y". As this insightful realization spreads, more clients are using their reputation management strategies to guide their sales approach and fine-tune their sales teams.

RI CHINA

The China Reputation Forum 2007, March 21, 2007 was jointly organized by China Forum For Reputation and Credibility and Reputation Institute China. The forum consisted of 200 participants including government officials, corporate senior managers, and academic experts. Over 100 media organizations were present. The Forum released its China Corporate Reputation Report 2007: Reputation and Corporate Responsibility which gave an overview of China's corporate reputation landscape with key issues facing Chinese corporate world. In recent years in China, a total of 50 domestic and international firms released information regarding reputation crisis. This was China Reputation Forum's seventh event held in China.

Reputation Crisis Management, Lessons from Danone & Wahaha Disputes. Experts Roundtable Reputation Seminar: July 21, 2007. This event was co-organized with CCTVII & Faren Magazine. The twelve experts were senior government offi cials, lawyers and academics. Over 50 Chinese media organizations including Beijing TV News attended this event.

Market Spirit & Cultural Echos, Corporate Reputation in the Age of Global Integration, Corporate Reputation Workshop: September 25th, 2007 was co-organized with China Times.
The news can be found through the website of China Forum for Reputation and Credibility: http://www.crforum.cn/

As you may have heard, Reputation Institute's 12th International Conference on Corporate Reputation, Brand, Identity and Competitiveness will be held in Beijing, China. To take advantage of your visit to China, we have put together an exciting week-long program that begins on Monday, May 26, 2008 and concludes on Sunday, June 1, 2008. Visit the conference page or read the Call for Papers to learn more and register for this annual event!

RI DENMARK

Branding Green

Reputation Institute Denmark participated at the conference 'Branding Green' at Norwegian School of Management hosted by Professor Peggy Brønn. The conference included speakers from leading Scandinavian resources on environmental issues. Engagement manager Dagny Nome, RI, presented powerful evidence on how a credible environmental profile supports building corporate reputations and discussed the challenges of building a green reputation.

Employer branding

For the third consecutive year, RI Denmark conducted the most comprehensive Workplace Reputation (WorkRep) study in Denmark. Measuring 100 companies' workplace reputation among students on higher educations, RI was cited in numerous newspapers, business magazines, online media and national television programs. Senior Consultant in RI, Kristian Andersen, presented the WorkRep results and Scandinavian cases about Employer Branding on conferences in Denmark. Reputation Institute's analyses show that the two most important drivers for workplace reputation are Professional Development and Products & Ethics. Students want to be challenged; work with highly competent colleagues in a company that delivers credible products/services and that maintains high ethical standards in their way of doing business. Recruiting is a highly strategic issue for Scandinavian companies, and RI works with companies to develop competitive employer brand strategies that leverage strong workplace reputation among potential employees.

RI BRAZIL

Aligning brand vision, culture and reputation

RI Brazil was pleased to promote on August, 28th, in Belo Horizonte, the seminar "Brand Management—Aligning Brand Vision, Culture and Reputation." Hosted by ArcelorMittal Brasil and Cemig, and with the support of the other five members of the Corporate Platform in Brazil—Algar, CVRD, Gerdau, Petrobras and Telefónica—the event brought together practitioners and academics that are referenced in the fields of reputation and brand management in the national and international scenarios.

Convergences in brand and reputation management

DOM, the magazine published by FDC—Fundação Dom Cabral—featured in its last issue an article by Leonardo Araújo, professor of FDC, and Ana Luísa Almeida, professor of PUC Minas and director and academic representative of RI in Brazil. The authors reflected on the challenges and convergences in brand and reputation management and their impact on business sustainability. The article also included an interview with Majken Schultz, professor of the Copenhagen Business School and Director of RI Knowledge in Denmark.

Virtual challenge

Professor Ana Luísa was also interviewed by the magazine Comunicação 360°. As a specialist in reputation, she elaborated on how to manage this asset in times where companies find themselves more exposed to stakeholders due to technological advances they now have access to.

Citizenship

For the second time this year RI Brazil contributed to the social-environmental responsibility section of the newspaper Hoje Em Dia with an article linking reputation, corporate brand and citizenship.

RI CHILE

In September, RI Chile along with its academic partner, the "Facultad de Comunicaciones de la Universidad Católica" launched the Chilean section of the Global RepTrak Pulse project, measuring the 100 largest and most visible companies in Chile.

The results show some interesting moves in the reputation landscape in Chile, and companies are showing great interest in knowing more about their reputations and how to manage their intangible assets. Reports of the study are customized for requesting companies, detailing their strengths, weaknesses and relative position in regard to their competitors.

In the first weeks of November look for a press release in El Mercurio to detail some highlights of the study. A seminar, hosted by RI Chile, will follow addressing the published results and additional survey findings for communications and marketing practitioners of the measured companies.

The RI Club is scheduled to be launched in Chile in March 2008, with the participation of some of the most important companies in Chile. Chile's RI Club will enable its corporate member companies to enjoy a collaborative atmosphere and gain the benefits of additional seminars, joint projects, and RI's proprietary tools and publications.

RI SOUTH AFRICA

RI South Africa hosted a Facilitation Workshop for its corporate members and clients during September.

The workshop was designed to provide essential facilitation and presentation skills to corporate communications practitioners to enable them to encourage collaborative, thoughtful and productive dialogue among key internal stakeholders regarding corporate branding and reputation management initiatives.

Thought provoking discussions, group activities and practical application of the acquired skills ensured that participants were kept fully involved throughout the two day workshop. Individual coaching formed an essential component and provided each participant with valuable feedback and constructive assessment of individual competencies and strengths.

Paula Alter, a leading management consultant and professional training coach who is based in the United Kingdom, led the workshop which was extremely well received by the participants.
The workshop will be hosted in South Africa in April 2008. Plans are underway to offer the workshop to RI clients in other countries.

Here are a couple reviews the Facilitation Workshop received from participants:

"This was a fantastic experience as it gave me the opportunity to learn new skills which are going to be critical to my development in the future. I would definitely recommend the facilitation workshop to my colleagues and peers.

Keep up the good work!"
—Wandile Zote, AfriSam (Pty) Ltd

"It really was the most fantastic two days. I went in with no expectations and as a result enjoyed it and benefited from it thoroughly. Not only did the workshop build my confidence but it really has given me the 'soft' skills that I need to be effective in my day-to-day job and when true facilitation is required. It was a very gentle, nurturing two days which is a real credit to Paula and her skills as a facilitator herself... There's nothing I'd change about this workshop as I wouldn't want to take anything away from its value.

Thanks very much for the invitation to attend—it really was incredibly worthwhile for me."
—Louise Duys, Corporate Responsibility Manager, Unilever South Africa

RI SPAIN

In July 2007 Reputation Institute Spain joined the Analysis of Intangible Assets:

The Institute for the Analysis of Intangible Assets (Instituto de Análisis de Intangibles) is a Spanish, non-profit organization, incorporated in 2004 by a group of businesses, consultants, business schools and organizations. Its aim is to integrate and boost national and international relationships between business and institutions and other entities and organizations operating in the sphere of intangible asset management.

The Institute for Intangible Assets concentrates on:

• Developing research to establish standards for the evaluation, measurement and certification of intangible assets.
• Promoting teaching, training activities or workshops and organizing meetings and conferences with the best experts in the field.
• Promoting its information activities by editing specialized publications.

"Marcas Que Marquan La Diferencia" (Brand's That Mark The Difference)—Badajoz July 12-14, 2007

In July, the University of Extremadura (UEX) and the Regional Government organized its International Summer Courses. RI's Fernando Prado was invited to give a lecture on the topic "Brands that mark the difference" which was developed into a course serving as an academic and professional forum for debate. The lecture was shared by academics, practitioners and institutions whose common interest was in brand management with regards to its implications on communication, reputation, image and territories. Prado explained the concepts of brand and reputation as applied to the country brand of Spain.

Corporate Communication And Reputation Conference—Barcelona, September 2007

The conference highlighted the importance of communication channels both internally and externally, as well as the need for employee awareness of organizational values and corporate reputation in order to consistently promote organizational culture. Group sessions and workshops provided practical information and proven strategies on corporate communication from leading practitioners. RI's Fernando Prado presented his view on the essentials of corporate reputation management.

Dircom

In October 2007 Reputation Institute Spain joined the Association of Communication Managers Dircom.

With more than 300 members, the Association of Communication Managers Dircom (Asociación de Directivos de la Comunicación Dircom) groups the Managers of the most important companies, Institutions and Communication Consulting firms in Spain. Dircom's primary goal is to promote communication as a strategic tool in all organizations as well as to contribute to the development of communication professionals through training activities, investigation and the exchange of knowledge and experiences.

RI NETHERLANDS

RI Netherlands is conducting seminars, lecturing, and sharing best practices at many esteemed events this Fall.

Oct 24: Presentation by Professor Paul Argenti (Tuck Business School) about crisis communication, Dinner Meeting for Executives in Corporate Communication, organized by the RINL and the MCCA (alumni organization Master of Corporate Communication Program/Erasmus University)

Nov 8: Professor and Managin Director of RI Netherlands, Cees B.M. van Riel presents at International Conference at Nijenrode a key note speech on "Reputation Management & Sustainability"

Nov 14: Cees B.M. van Riel presents at an Captain's Dinner for Executives in Corporate Communication "Reputation Management"

Nov 22: Cees B.M. van Riel presents in Athens, Greece key note speech on "Employee Alignment" (Executive Meeting)

Nov 23: Cees B.M. van Riel presents in Athens, Greece key note speech on "Employee Alignment and Reputation Management" (National Conference)

Nov 30: Professor Kevin Corley, presents at Erasmus University keynote speech on "Organizational Identity" in Master of Corporate Communication Program of Erasmus University

Dec 19: Cees B.M. van Riel and Gerard Kleisterlee (CEO Philips) present at Dinner Session for Erasmus Medical Centre two keynotes on "Reputation Management in Hospitals"

Jan 14: Cees B.M. van Riel presents at LOGEION meeting (branch organization for corporate communication professionals in The Netherlands) on "Research In Reputation and Alignment"

Be sure to visit www.reputationinstitute.com to view press clips on these events or download key presentations as they are made available.

RI KNOWLEDGE CENTER

Scandinavian Communication Professionals Take On Reputation and New York City

18 Communication Managers from Norway, Denmark and Sweden attended the Study Tour "Reputation Management: Measuring and Improving Your Most Important Asset" in New York City from the 19th to the 22nd of September, 2007.

The participants attended eight plenary sessions, including company visits and a workshop. This year's group contained a wide range of companies and organizations. Participants from the Norwegian Police Department, the Local Government of Trondheim and the National Courts Administration showed that understanding reputation management is also valued by government organizations.

During the three days of lectures and visits the participants were introduced to Reputation Management, the meaning and value of it and how to be able to create a common model for Reputation Management in their companies. The well-respected pharmaceutical company Johnson & Johnson told the audience how they can build their reputation capital through a "campaign for nursing's future." In addition, the audience was introduced to NYC & Company's brand building initiatives targeting 50 million visitors to come to New York City by 2015. Finally, Weber Shandwick, a global public relations and communications firm explained the power and importance of advocates to organizations.

Case studies of Astra Zeneca in Denmark and Ikea in Norway were presented giving the participants a closer look into how Scandinavian companies approach Reputation Management. Dr. Charles Fombrun, Chief Executive Officer of Reputation Institute, completed the tour with a lecture and hands-on workshop where participants modeled a sample reputation landscape for the well-known Danish company Lego.

It was wonderful to see experienced professionals from so many different industries and sectors investing in the study and management of reputation.

 

"We already measure our reputation, but I still find it interesting to see how it's done in other organizations and how they use the scores. I found the two sessions with Anthony Johndrow and Paul Argenti rewarding, and I also appreciated the company visits. In day-to-day business it's hard to find time for reflections, which a study tour like this gives. I will now go back to Nordea and see if I can make our reputational measures more operational based on the input I got from the study tour."

Andrew Oldfield, Head of Brand Platform and Online Communication, Nordea, (speaking about his experience at the Scandinavian Study Tour to New York City)