Media release: Bullseye! A communication strategy to hit target every time

“Without strategy, execution is aimless. Without execution, strategy is useless.” ~ Morris Chang

The new decade is in full swing for most people. Many companies already have their communication strategies in place and are implementing them, while others are wrapping up their annual initiatives and preparing for the new financial year. Do you have a communication strategy?

“Communication, reputation, and brand management can be likened to the game of darts,” says Nalene de Klerk, reputation manager at Reputation Matters. “Every message is a dart. it is so important that an organisation's communication is not merely a series of social media posts, newsletters, or press releases for the sake of it. How would you be assured of hitting your target? Your communication strategy outlines that target for you.”

The most effective communication is specifically aligned to the organisation’s overall business goals and customised for each stakeholder group. As you plan for the next 12 months, Reputation Matters shares a few guidelines:

1. Evaluate where you are now. How are you currently being perceived? If you had to give your organisation a reputation score based on how people perceive your business, what would that score be out of ten? Here are some key points for you to consider to get that score closer to ten:

• Identify your key stakeholders. There are a host of stakeholders to consider: media, unions, government, shareholders, the community, service providers and other strategic alliances, and so on. Prioritising key stakeholders are crucial to ensure that you give them the attention they deserve. At minimum, clients and employees should be on the priority list. To narrow down your other stakeholders, consider the influence that each group has on your growth trajectory and the risks they may pose if the relationship deteriorates.
• Understand the strength of your stakeholder relationships. The sum of your relationships with those who are important to you ultimately determine your reputation. “People want to do business with companies that they trust and resonate with,” adds de Klerk.
• Know what stakeholders’ communication preferences are in terms of channels and timing. You won’t necessarily talk to your employees the same way as to the media, and not everyone uses social media as extensively as you might think.
• Brainstorm potential issues for each stakeholder group. Be proactive in your approach to communication, especially with regards to potential crisis situations. “Knowing your stakeholders well is what gives wings to your key messages, similar to the flight on a dart,” says de Klerk. With this knowledge in place, you can start planning for the year ahead.

2. Be strategic about your communication outputs.

• Build your communication vision and goals around the organisation's strategic intent. Your targets should be aligned to the company’s overall business targets.
• Decide how you will measure the success of your communication initiatives. Have measurable objectives in place. These will vary based on your communication channels, be that newsletters, social media, or media announcements; the important thing is that you have very clear objectives in place on how best to engage your audience. What is it that you want to achieve with each piece of communication that you send out?
• Keep an eye on what is happening in the world and in your organisation’s environment. “This is the part where you evaluate potential crosswinds that might affect your aim,” says de Klerk. It will help you identify new trends and opportunities.
• Don’t forget that your communication should be two-way! Being open to feedback, both positive and negative, is critical to building good stakeholder relationships. It’s important to track whether the messages are being received and understood.

“Your strategy will guide your communication initiatives in the months to come and will help you to proactively build your organisation’s reputation,” shares de Klerk. “Hit your target consistently, and you will be taking your organisation’s reputation to a whole new level.”

Not sure where to start? Reputation Matters’ Repudometer® research provides organisations with quantified reputation scores that show exactly what is building and breaking down organisations’ reputations. The Reputation Matters mentorship programme also gives organisations access to a team of reputation specialists to help you become the business that people want to do business with.

For more information on Reputation Matters and to measure your reputation, contact research@reputationmatters.co.za or visit www.reputationmatters.co.za. Follow Reputation Matters on Facebook (@yourreputationmatters) or Twitter (@ReputationIsKey).

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The week that was 20200215

PROUDEST | MOST GRATEFUL MOMENT

This week I am incredibly grateful, again, for living in the beautiful Hout Bay. As I am getting ready for the Cape Town Cycle Tour taking place in a couple of weeks, I’ve had to up my training plan. With it has brought the most incredible early morning scenery. My ultimate ride, walk, run is the route from Hout Bay to Camp’s Bay; yes, you need to contend with Suikerbossie, but wow, it’s worth it! I am so grateful for getting fitter, every day a little bit better and better, so much so, I managed to overtake two guys coming back up Suikerbossie the other morning! *airpunch*

Last Sunday a group of us road to Cape Point, it was magnificent day, perfect riding conditions. Was totally pooped afterwards, but super impressed with our performance, ok truth be told, mine (it was a pretty standard jaunt for the other two). I ride with Graham and Erik, both considerably fitter and stronger riders than me, but that is the only way to improve and get better; to practice with people much better than yourself so that you can push and improve yourself.

I am also incredibly grateful for my running buddies, Thérèse and Lauren; if it wasn’t for them, I would definitely not run nearly as much as I have been. We’ve also challenged each other to reach 10 000 steps a day, it makes a massive difference to be aware of your movements and number of steps when you are accountable to others. I am super happy to have renewed my Western Province Athletics licence for the year. After taking a break from all races last year, I am exited to don my pink skort again soon! 

The team sent out some tremendous media releases this week, resulting in great online coverage! Here's the link to the article linking reputation management to top sportsmen; as well as linking Valentine's Day to loving your reputation, here's the link.

So grateful for Mark and Bella! We've been taking super early morning walks on the beach; it's such a glorious and magical time of the day. Nothing gives madam more of  thrill than proudly strutting her stuff with a piece of seaweed in her mouth.

Very grateful to be in Gauteng this weekend. I look forward to speaking about reputation management at the upcoming Endangered Wildlife Trust Conference taking place on Tuesday. 

BIGGEST LESSON THIS WEEK / REMINDER
I was reminded this week how important it is to not neglect the basics. We are all busy, I get that, but...it is still the small things that mean the most.

• If you say you are going to phone someone, do.
• If you say you going to do something, do it.
• When you go over to someone’s house, never arrive empty handed.
• Always follow a visit, meeting or any type of engagement up with a ‘thank you’
• You don’t always have to wait for someone else to reach out to you; I often feel that if I didn’t reach out to my ‘friends’, I would honestly never hear from them. Although, I do more often than not hear from people when they want something.  This all does make me question my understanding and expectations when it comes to friendship. I have considered lowering my expectations and standards, but I’ve realised that is not the answer; I need to be the person that I would like to have as a friend. 

QUOTE OF THE WEEK

Really liked this quote this week: 'It's a slow process but quitting won't speed it up,' Ed Todd.

I also saw this one by Maya Angelou:

'Every storm runs out of rain'

WHAT MADE ME GIGGLE

Yes children, stop driving so fast! :D 

Media release: Three ways to love and take care of your reputation

As many scramble to arrange a gift or romantic evening for their partners this Friday, 14 February, Reputation Matters takes a more proactive approach to love. Chris Bischoff, reputation manager at Reputation Matters covers three ways to proactively love and take care of your reputation:

Do your employees share the love?

Communication is key, right? Normally the first and most often heard relationship advice also applies to the working environment. Often a big reason for low employee morale is a lack of communication. “Strive you keep your employees informed at all times and encourage a culture of two way communication between your employees and management. We often see those organisations that have a healthy internal climate get this right,” says Bischoff. “Have you ever thought about how your employees speak about the company to their nearest and dearest outside of work?” Having the closest relationship to the company, employees are the ambassadors of your reputation and should carry it with pride.

Get yourself a mentor

Sometimes it helps to get a bit of love advice; it’s no different with managing your reputation. “As a team of reputation managers and specialists, we have designed a mentorship programme that aims to empower businesses and people to proactively manage their reputations,” says Regine le Roux, managing director at Reputation Matters. “We’ve seen an increased need for ongoing reputation management support, especially for entrepreneurs and people starting out their careers in the communication field. It is especially important for new business owners to build and foster their companies’ reputations right from the start.”

Identify ways to build on relationships

With a unique reputation research model, Reputation Matters will help you identify ways to build on the relationships with your key stakeholders. “Our research model allows you to put a percentage to each business element that contributes to your reputation; this allows you to identify your organisations strengths and weaknesses,” says Bischoff. The percentage rating of an organisation’s reputation proves the extent to which people want to do business with your company.

“Our purpose is to help you become the business that people want to do business with, why not let us help you build closer relationships with your stakeholders?” concludes le Roux.

For more information about Reputation Matters, visit www.reputationmatters.co.za. Follow Reputation Matters on Facebook (@yourreputationmatters) or Twitter (@ReputationIsKey).

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Released by Reputation Matters

Media contact: Chris Bischoff

chris@reputationmatters.co.za

081 435 2917

About Reputation Matters

Reputation Matters has been providing customised reputation research and management solutions since its inception in 2005. The company is 100% woman-owned and a Level 4 exempted micro-enterprise BBBEE contributor.

Reputation Matters believes that if you treasure your reputation, you will measure it and are very proud of their proprietary reputation research tool, the Repudometer®. The model scientifically measures and quantifies organisations’ reputations based on an assessment of ten elements. The Repudometer® assists organisations in understanding who their stakeholders are, what perceptions each stakeholder group has of the organisation, and how to implement results-oriented, research-based communication solutions that help take their reputations to the next level.

Reputation Matters’ vision is to be Africa’s go-to reputation speclialists, building businesses that people want to do business with. The values that drive the vision, are excellence always in all ways, expertise, empowerment and ecstatic clients.

Reputation Matters have offices in Gauteng and the Western Cape.

For more information about Reputation Matters, visit www.reputationmatters.co.za or call 021 790 0208. Reputation Matters is also on Facebook (www.facebook.com/yourreputationmatters) and Twitter (@ReputationIsKey).

Awesome AfriCAN Businessman: Solly Moeng

This week's inspiring business person is Solly Moeng, reputation specialist and the convenor of Brand Summit SA (taking place 01 to 05 June 2020 in Cape Town, definitely something that should be on everyone's agenda!)

1. Describe in eight words what it is that you do

I help brands assess and proactively manage reputation

2. What is the biggest myth that you would like to bust about your industry

Some people tend to describe what we do as either Public Relations (PR) or spin doctoring; it is neither! And PR practitioners are not reputation management specialists.

3. If you could go back in time, what is your biggest business lesson that you would share with yourself on day one of starting your business?

Check all documents, conduct thorough background checks on potential business partners, and get legal experts to comb through contracts/MOUs before signing them.

4. What excites you most about Africa?

Its potential. There is a lot more that can be realised in Africa than meets the eye. There are also many areas in which Africa could lead the rest of the world; it just needs leaders who are fit for the task. Such leaders must be armed with good doses of emotional intelligence, balance, empathy, strategic far-sight. They must also be driven by the urge to serve; not to be served.

5. What is your favourite quote

“The leader can never close the gap between himself/herself and the group. If he/she does, he/she is no longer what he/she must be. He/she must walk a tightrope between the consent he/she must win and the control he/she must exert”.  Vince Lombardi

Media release: Taking a lesson from top sports athletes

Photo source

This past Friday, a record filled stadium of 51 954 spectators witnessed the ‘Match in Africa’. Roger Federer took on Rafael Nadal to come out on top in the sixth match in Africa for Roger Federer’s charity. The match raised more than three and a half million dollars in funds for the Roger Federed Foundation which supports educational programmes for children in Africa. As many were charmed by Federer’s humility, one needs to remember that the magnitude and influence of such an event is made possible by the great reputation that Federer has and how he has nurtured it throughout his career.

“Our athletes are under constant scrutiny to maintain their reputations,” says Chris Bischoff, reputation manager at Reputation Matters. “They are thrust into the media and public eye and are under constant pressure to uphold and represent their personal values, their teams and those of their sponsors. The athletes that go on to leave a legacy long after retirement are the ones who have perfected their reputation and own personal brand. Those who have ‘dropped the ball’ in maintaining a positive reputation are left to pick up the pieces. One of the most well known examples, Lance Armstrong lost in the region of US$ 100 million to sponsorships that he lost and to lawsuits,” continues Bischoff.

Brands specifically want to sponsor players and teams that resonate with their values and that represent their brand in a positive light. A good performance and a clean reputation is a recipe for a career long partnership. This is evident with Federer’s primary sponsor, Rolex. The tennis star and top watch brand have enjoyed a lucrative partnership since 2003. With the cost of travel, accommodation and equipment, having sponsorship is absolutely necessary as a professional sports athlete.

“Federer has an impressive portfolio of sponsorship with the likes of Rolex, Mercedes and Wilson. Along with his humble demeanour and impressive performances on court, he has a strong social outreach with the Roger Federer Foundation; it is no surprise that top brands want to be associated with him,” says Bischoff. “It is no different in the corporate landscape; a company with a top performance, authentic communication and strong social outreach, will invite the right strategic brand partners who resonates with its company values.”

Professional sports athletes that do a good job at nurturing a positive reputation throughout their careers often go on to become successful long after their sport career has ended. Rugby World Cup-winning Springbok hooker Schalk Brits quickly earned himself a position as investment holdings company, Remgro. Another great example, George Weah who is regarded as one of Africa’s greatest soccer players of all time. He made his name with Italian giant AC Milan; his net worth is $87 million dollars. Today he is the president of Liberia, something that he would not have achieved if he didn’t have a good reputation and if people didn’t resonate with his values.

“With a big heart for Africa and a strong reputation, Federer has left a wave of positive influence in our country,” concludes Bischoff.

For more information about Reputation Matters, visit www.reputationmatters.co.za. Follow Reputation Matters on Facebook (@yourreputationmatters) or Twitter (@ReputationIsKey).

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Released by Reputation Matters

Media contact: Chris Bischoff

chris@reputationmatters.co.za

081 435 2917

The week that was 20200208

PROUDEST | MOST GRATEFUL MOMENT

I am so grateful for the group of people that I cycle with. Each week we tackle a new route. Last Sunday we rode along the Constantia Greenbelt, an off road route on our mountain bikes. The last time I road this route was in 2017, so I was a bit nervous when we started. As soon as I got my nerve back I remembered how much fun it is!   

BIGGEST LESSON THIS WEEK / REMINDER

This week I finished reading The Compound Effect by Darren Hardy. It's all about introducing small changes, and being consistent about it. I'm testing it, e.g instead of a chocolate at night, having a piece of fruit or a small piece of honey comb to just take the edge off the sweet craving I usually get after a meal. Also, I have challenged a few people to join me to reach 10 000 steps each day...will keep you posted on how it all goes. 

I definitely want to do more outrageously fun things this year! This was a great reminder from Fairlady this earlier this week. 

QUOTE OF THE WEEK

“Never ask advice of someone with whom you wouldn’t want to trade places.” 

-Darren Hardy-

THIS WEEK I FINISHED READING...

A book I highly recommend! 

WHAT MADE ME GIGGLE

Media release: Selling your fish in 2020: How to communicate and market your services in the new decade

The new decade is here and with it comes an array of different marketing channels to sell products and services. In an era where you can get almost anything at the click of button, entrepreneurs are often left to wonder how they can stand out and what they can do to “sell their fish” in the new decade? There are numerous different marketing and communication channels and methods that entrepreneurs can use to promote their products and services, but which one works best?   

As Sir Richard Branson says, entrepreneurs need to take their business to where the conversation is happening. Chanell Kemp, reputation specialist at Reputation Matters, adds, “Our motto at Reputation Matters is to create businesses that people want to do business with.” Taking your business where the conversation is, is an excellent start, but how do you determine where that is? Which channels should you use to communicate your messages and how can entrepreneurs position themselves in an ever-changing market? According to Kemp, there are five crucial steps to take your business to the conversation in 2020.

Step one: Cultivate a clear vision: “A lack of a clear vision is like getting into a car with a blindfold on,” says Kemp. You need to know what it is you want to achieve and add as much detail as possible. Set yourself a big goal for the year ahead and break it down into smaller stepping stones of what you need to do each quarter in order to get to your big goal. Write down what you want to achieve, what you stand for as well as your brand promise and make sure it aligns with your vision.

Step two: Research: Research is the roadmap to your vision and it provides you with the crucial data and information you need in order to reach your goals you set out in step one, as well as defining and understanding your target audience. “Understanding exactly what makes your specific target audience tick, whether they are eight or 80, will enable you to know exactly what to communicate to whom, through the most effective channel of communication as well as the best time to do so. This means that you target your audience according to their specific needs, as opposed to a ‘spray and pray’ approach to try and reach everyone and ending up reaching no one,” continues Kemp.

Step three: Targeted messages: Once you know where you are going and you have gathered the facts, you can start creating messages for each target audience. “The way you communicate and explain something to your children differs from the way that you communicate with your grandmother. Why should this not apply to your marketing and communication messages as well?” says Kemp. Different genders, age groups and cultures should ideally have messages that are targeted at them and that speaks to them directly. As long as the brand promise remains the same and authentic, the messages can be shaped to appeal to different target markets.

Step four: Choosing the channels: The next step in taking your business to the conversation is to choose the correct channel to communicate to the different target audiences. Communication channels can include email, instant messages, social media, telephone calls, face to face meetings, or newsletters. During the research phase, entrepreneurs should also focus on determining which channels are the most effective channel when communicating with the different target audiences. “Utilising these different channels will ensure that your target audiences feel valued and they will know that you listened to their needs and preferences,” continues Kemp. It does not help to have a TikTok account just for the sake of it because it’s the latest fad, but it is never updated and your key audience hardly knows that it exists or what a hashtag is.

Step five: Build lasting relationships: In an era where computers and social media are dominating the way we communicate, it is important to realize that we are dealing with people. “Building interpersonal relationships, getting to know your clients and really caring for them, will differentiate you from being just another entrepreneur that communicates to the crowds. In order to really bring your business to the conversation, you need to listen to your customers. Listening is just as important as using the correct communication channels. Give your customers the opportunity to give you feedback, in turn closing the communication loop and building lasting relationships,” concludes Kemp.

For more information on Reputation Matters and to measure your reputation, contact research@reputationmatters.co.za or visit www.reputationmatters.co.za. Follow Reputation Matters on Facebook (@yourreputationmatters) or Twitter (@ReputationIsKey).

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Media Contact:

Chanell Kemp

chanell@reputationmatters.co.za

+27 81 331 0353

[photo source]