How to Measure and Manage Your Corporate Reputation by Hannington Terry;

Author:Hannington, Terry;
Language: eng
Format: epub
Publisher: Taylor & Francis Group
Published: 2004-08-15T00:00:00+00:00

ENSURE YOUR EXECUTIVES PRESENT THE BEST IMAGE OF YOUR ORGANISATION

All executives who give presentations to conferences and seminars need to be trained to deliver consistent and relevant messages. From the evidence produced by ITSMA this is one of the key sources of information for many buyers. Regular training is vital to ensure that you presenters are technically able to present and that they have a consistent set of messages that cover your organisation’s strategy, offer, focus and competitive differentiation. Often understanding what the organisation’s story is on these issues is left to a process of osmosis with no regular or formal training for people who are highly influential in forming the organisation’s reputation. Considering the impact this type of communication has on your reputation, not having an ongoing plan to consistently inform and train your key corporate presenters is unnecessarily risky.

Companies invest effort and energy in gaining their ISO (International Standards Organisation) quality mark. They write the quality manual. Everyone is required to read it and understand it. When an inspector asks questions they should give the right standard answer as per the manual. They have to show a knowledge and adherence to the relevant process. So why do we often fail to train our key presenters to represent our organisation and its values effectively?

• Training the stock team is essential if you want to gain the ISO quality mark.

• Training your key presenters is vital if you want to develop and protect your reputation in the long term.

So how should we train these people? Give them the organisation’s standard presentation and ask them to read it, memorise it and use it? Well of course you could do that and it may give some minor improvements in consistency of messages. But it will not improve their ability to communicate and achieve the empathy necessary to motivate their audiences positively. Hearing a presentation from a ‘wooden’ presenter obviously delivering the standard corporate pitch with little enthusiasm or expertise can be a very boring experience. I get very annoyed when people bore me, don’t you?

Here we have a clear need for a training programme which works with each individual to develop a style that allows them to be both relaxed and effective.

Gavin Fenn-Smith, partner in the consultancy group Beasyousay, believes that such training programmes should try to give life skills as well as relevant business skills. So if, for example, effective presentation skills can help Joan in her local dramatics society activities or John’s aspirations in local politics then you have a far higher level of motivation and attention. Beasyousay works with leaders of organisations to design, develop and execute innovative and practical strategies to engage with their employees during times of major change. Gavin argues that if you want to ensure your staff perform more often in the way you would like them to, they need to be well trained. They also need some higher motivation for any training initiatives other than the thought of doing a great job. Beasyousay, who

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