Strategic Objectives co-founder Judy Lewis hosted a dynamic expert panel in her session, It’s a Brand New Day at the IABC World Conference held on June 8, 2010.
Peter Morrissey, Associate Professor at Boston University and President and CEO of Morrissey & Company was one of three distinguished panelists. Peter focused his presentation on reputation communications. Here are a few highlights:
- Reputation communication helps to create, advance and protect brands
- The goal of reputation communication is to achieve trust with stakeholders
Companies must appreciate the Triple Bottom Line:
- People. Planet. Profit.
When it comes to corporate responsibility, companies need to consider their financial and business successes along with their social and environmental performances.
Companies should always aim to honour the Triple Bottom Line, if they want to enhance their brand reputation.
Reputation is about our thinking, but more importantly it’s about our hearts.
- PR Pros who are asked to build a positive reputation for their companies need to ask the following question first:
- Does the Company have a Soul? Without a Soul it is very difficult to build a positive reputation.