Identity, Authenticity & Reputation: The Dynamic Triad

Dr. Juan-Carlos MolledaAssociate Professor & Graduate Coordinator

Department of Public Relations

College of Journalism and Communications

The Dynamic Triad

Reputation

Authenticity

Identity

Identity & Image Totality of resources of an

organization Administration & management Internal & external presentation

Corporate visual identity & performance = organization

Branding = products & services

Versus

What stakeholders perceive and consider as reality According to their experiences with

the organization and its offerings

http://coolboom.net/en/wp-content/uploads/2007/08/leonardo-glass-cube1.jpg

Identity Development Nature of the industry

Organizational foundations, origins, philosophy, goals, mission and vision, business plan and strategy

Internal and external stakeholders, target consumers and publics

Contextual trends and realities

Trends and advancement in graphic design and communication technologies

http://www.deviantart.com/download/74363384/KMKaR_Corporate_Identity_by_DramaMonkey.jpg

http://upload.wikimedia.org/wikiversity/en/thumb/0/0e/55_Corporate_Identity.png/800px-55_Corporate_Identity.png

Authenticity

The essence of an organization: past, present & future

We’re at the start of an era where people want authentic stories about authentic people. Public relations professionals are the

storytellers. It’s our job to help find the authenticity at the core of our companies and clients, and to tell those stories to the world in

words that will truly be heard.Cook, 2007, The Public Relations Strategist

Importance of the Construct More active publics and consumers

Emergence of the experience economy

Eroding confidence in major institutions

Greater demand for transparency and corporate responsibility Authenticity communicates what the organization/brand stands for and conveys its core

values and tradition (Brown et al., 2003)

Expanded and sophisticated competition and communication media

Emerging realities of economic system during and after global recession

Five Genres of Perceived Authenticity (Gilmore & Pine, 2007)

Corresponding to five economic associations: Commodities (natural authenticity)

Goods (original authenticity)

Services (exceptional authenticity)

Experiences (referential authenticity)

Transformations (influential authenticity)

http://www.commoditypress.com/wp-content/uploads/2009/12/commodities.jpg

Natural Authenticity

People tend to perceive as authentic that which exists in its natural state in or of the earth, remaining untouched by human hands; not artificial or synthetic

http://candychocolicio.us/images/cocoa_plant.jpg

Original Authenticity

People tend to perceive as authentic that which possesses originality in design, being the first of its kind, never before seen by human eyes; not a copy or imitation

http://www.foundem.co.uk/images/models/med/Cartier-Delices-WomensFragrances.jpg

Exceptional Authenticity

People tend to perceive as authentic that which is done exceptionally well, executed individually and extraordinarily by someone demonstrating human care; not unfeelingly or disingenuously performed

http://www.sixsixes.com.au/images/r216_70_83_118/ebay/Glassware/6037_02.jpg

Referential Authenticity

People tend to perceive as authentic that which refers to some other context, drawing inspiration from human history, and tapping into our shared memories and longings; not derivative or trivial

http://www.success.co.il/knowledge/images/Pillar10-History-French-Revolution-Delacroix.jpghttp://incas.mrdonn.org/inca03.gif

Influential Authenticity

People tend to perceive as authentic that which exerts influence on other entities, calling human beings to a higher goal and providing a foretaste of a better way; not inconsequential or without meaning

http://www.elldex.com/Portals/0/Company/ist2_5588704-green-planet-icon-set.jpg

Colombian Coffee Ambassador to the World

Growers United

Authenticity of Juan Valdez Natural authenticity: Coffee is a commodity that exists in

a natural state

Original authenticity: Colombia being the first country to stamp country-of-origin to a world commodity

Authenticity of Juan Valdez Exceptional authenticity: Colombian coffee’s production is

based on human care since the moment the beans are hand-picked until they are delivered to the world market by an authentic coffee grower functioning as spokesperson or international icon

Authenticity of Juan Valdez Referential authenticity: The background and experience of this

idyllic coffee grower is a human story focused on shared memories and longings of the Colombian community of coffee growers and worldwide coffee consumers

Influential authenticity: The campaign calls for the preservation of the coffee culture of Colombia and, in addition, the protection of the natural environment expressed by the accord signed between the Federation and Rainforest Alliance

An Authenticity Index To measure …

effectiveness of public relations efforts, techniques and message system Controlled and uncontrolled communications

the perceived authenticity of organizations, including its actions, operations, products, services and corporate spokespeople in the mind of internal or external stakeholders Gap / co-orientation analysis between public

relations messages and actions, and public perceptions

Identification of most relevant elements of authenticity depending on the type and timely of the strategic communication effort

http://www.authenticbrandindex.com/images/value_recommend_chart.gif

An Integrated Authenticity Model

NaturalOriginal

ExceptionalReferentialInfluential

IndexicalIconic

Protecting status, real commitments to quality, price performance, using place as a

referent, traditional production methods, stylistic consistency,

history and culture as referents

Pure (literal)Approximate

Moral

Perceived Authenticity

Example of Items for Testing … Molleda, 2010

Does the (interactive, online, print, audiovisual) text convey any of the following aspects?

Imagery of or claims that evoke pleasure or fun achievable by stakeholders, individually or collectively, when they encounter or are exposed to the corporate offering, promises, or experiences;

access to the original idea or design, or which accurately represents the original;

organizational values, including beliefs, principles, or way of acting or operating;

associations with nature of commodities or products, such as being non-renewable or renewable natural resource;

associations with originality in design of products, services, ideas, or facilities;

http://nusmathsociety.com/math09/sites/default/files/poster/testing.jpg

Example of Items for Testing … Molleda, 2010

Does the (interactive, online, print, audiovisual) text convey any of the following aspects?

exceptional quality of corporate offerings, promises, and operations;

heritage of the organization and its leaders, as well as references to historical background of the organization and its corporate offerings or promises;

sustainability and corporate responsibility programs, decisions, or actions;

calls to become part of an action that goes beyond profit making and corporate gains;

and imagery or claims of stakeholders’ projections on the corporate offerings or promises, or core ideas.

http://nusmathsociety.com/math09/sites/default/files/poster/testing.jpg

Corporate Reputation

The way organizations are perceived & interpreted

Criteria to Evaluate Corporate ReputationFortune, Reputation Institute, Corporate Equity Rating-Opinion Research Corporation

Quality of management & leadership Differentiation

Quality of products & services

Innovativeness / R&D

Long-term investment value & strategy

Wise use of corporate assets

Ability to attract, develop & keep talented people

Effective communication with all publics / audiences Attention to market’s, industry’s & publics’ needs & expectations (Responsiveness)

Responsibility to the community & environment

Understanding influence on corporate reputationHarris Interactive Reputation Quotient

The 18 Immutable Laws of Corporate Reputation:Creating, Protecting, and Repairing Your Most Valuable Asset (Ronald J. Alsop)

Establish a good reputation (long-term process)

Maintenance (continuous process)

Repair (in time of crises & difficult situations)

If everything fails, change your name

Ex: Philip Morris / Altria Group

Splitting, Integrating, takeover-ing

External Image(s) Impacts Organizational ValueMarket Opinion & Research International (MORI) - Hill & Knowlton

Consistent & clear Identity + integrated communication =

Successful strategic business & social alliances / partnerships

Treatment of financial analysts = rakings, investments

Non-Financial Aspects of Corporate Performance

Three key factors:

Execution of corporate strategy

Openness and transparency / strong governance & management Fulfill promises Transparent reporting Board of directors’ structure

Clear and consistent communication with key stakeholders

Secondary factors, yet still important:

Marketing & brand messages

Corporate culture & work environment

Compensation & career development opportunities

Social responsibly & community investment

The Value of Corporate Reputation Morley, 2002 – Doorley & Garcia, 2007

Good reputation = greater loyalty to products and services

Especially when integrated communication established strong connection and engagement between corporate identity (personality), brands and, more important, consumers and stakeholders

Twice important when an organization and its brands are the same Ex: Coca-Cola

Crisis yield =goodwill reservoir

A poorly regarded organization will be assumed guilty from the outset = lack of credibility

An Integrated Communication Dynamic

• Relationships with clients, consumers,

traditional and emergent media,

community, the third sector, analysts,

government, activists

• Take into account the target public and consumer’s interests in specific reputation attributes

• Productivity• Innovation

• Managing change• Employee &

shareholder relations

• Constant monitoring data, indicators, benchmarking to make managerial decisions, including integrated communication decisions

Media analysis Opinion studies

Social audit Market research

SWOTMapping

Leadership & visionSocial responsibilityEmotional appeal

Products & servicesWork environment

Financial results

Integrated strategic

communicationConsistent

corporate identityKey messagesAuthenticity

claims & illustrations

Reputation:Evaluating

DevelopmentMaintenance

Repairing

Juan-Carlos Molleda, 2010

Identity, Authenticity & Reputation: The Dynamic Triad

Dr. Juan-Carlos MolledaAssociate Professor & Graduate Coordinator

Department of Public Relations

College of Journalism and CommunicationsCopyright 2010