@jbmorang

Take one narrative…Janet Morgan

Communications and content strategist

1

Managing corporate reputation

through content

2

3

Reputation is linked to trust

@jbmorangEdelman Trust Barometer 2016: general pop

‘Reputable’ companies

4

Reputation Institute 2016

@jbmorang

Corporate narrative5

The cornerstone of a strategic narrative is a shared purpose. This shared purpose is the outcome that you and your customer are working toward together. It’s the journey that you are on with them. By having a shared purpose, the relationship shifts from consumer to co-

creator. How to Build a Strategic Narrative, Harvard Business Review

6

Alignment

7

©HBR

@jbmorang

@jbmorang

One briefVery different results

8

©BBC

Bake off challenge

Take one basic recipe, with the same ingredients, tools and instructions, and ask the bakers to produce the finished product…

9@jbmorang

Content challenge

Take one basic narrative, with the same ingredients, tools and instructions, and ask

our content creators to produce a finished product (on brand and in style)…

10@jbmorang

Ingredients

• Organisation’s mission

• Brand purpose

• Values

• The priorities

• Approach to CSR

11@jbmorang

A narrative brings together

12

Values

MissionStrategy

BrandPurpose

@jbmorang

13

Mission: Inspire and develop the builders of tomorrow.

Vision: Inventing the future of play.

@jbmorang

Clear purpose

14 @jbmorang

15@jbmorang

16@jbmorang

Tools• Framework

• Tone of voice

• Style guide

• Brand guidance

• Artwork and imagery

• Templates

17@jbmorang

GSK narrative– One document built around themes and proof points – Themes allow for flexibility and consistency– Proof points allow for adaptation– Acts as the ‘primary reference’ for other materials

18 @jbmorang

Templated content

19@jbmorang

@jbmorang

Illustrations were widely adopted

20

21

Instructions• How to use the content

• What good looks like

• What is the objective

• Principles and policies

22@jbmorang

©DavidGriffen.co.uk

23

@jbmorang

Any variation on the finished product will be a result of their own technical knowledge and experience (or lack of it).

24

©BBC

Questions

25