A half day practical seminar to put online reputation management right at the heart of your strategic communication planning – April 26th, 8.30am to 12.30pm, Levy McCrae, Wellington St, Glasgow
“It takes 20 years to build a reputation and five minutes to destroy it. If you think about that you’ll do things differently.” – Warren Buffett
It used to be the case that if an unhappy customer didn’t like the quality of the service they received from a business it resulted in a stroppy letter of complaint to the Customer Services department or the MD, with limited exposure to a wider audience. Today a dissatisfied customer can tell millions of people in five minutes with a post on Trustpilot. A positive post can help sales. A negative review can destroy value, reputation and profitability in minutes. An “excellent” ongoing customer feedback score helps business, a “poor” score obviously doesn’t.
Similarly, growing a business is most dependent on having a well-trained, high quality, and motivated team to help drive your business strategy. Recruitment, retention and development of your team is therefore the order of the day. A bad review on the likes of Glassdoor can drive potential talent away.
At a time when 70% of all consumers consult review sites (Google Reviews, Trustpilot, Feefo, Reviews.co.uk, TripAdvisor, Glassdoor etc) it’s critical that every business has a well-crafted Online Reputation Management (ORM) strategy.
Review site reports for all businesses feature prominently in Google rankings so however much positive PR you produce the really important messaging and information about your business will be on page one or two of the major search engines. It’s obvious to say, but delighting customers and having a motivated, enthusiastic team is the bedrock of every successful business.
The Hollicom, iProspect and Levy McCrae Reputation Management seminar is designed to help you create an ORM plan which will have an important place on every Risk Register and in every Communications and HR Directors’ inbox
This practical half-day seminar will cover all aspects of creating an ORM plan that every business should include in their strategic communications programme.
Speaker topics include:
- Overview of the review site market– Mark Hollinshead 2. Good and bad case studies – Allan Rennie 3. How to promote good news over bad – Understanding SEO – Richard Gill 4. Getting your team engaged in the communications challenge – Susie Fraser 5. The law and how you can use it to protect you and your brand – David McKie 6. The employer brand and internal communication – strategies to protect and enhance the reputation of your CEO and Board – Erikka Askeland 7: Q&A Session – Mark Hollinshead
ABOUT THE SPEAKERS
Mark Hollinshead is CEO of Hollicom – PR & Strategic Communications.
Mark is a former FTSE 250 director having been Chief Operating Officer of Trinity Mirror Plc (now Reach Plc), MD of Mirror Group, and past President of the Scottish Newspaper Society amongst many roles during his 35 years working in media, marketing and communication. He is also a Non-Executive Director of Dentsu Aegis Network North.He advises CEOs, businesses and brands on creating strategic communication plans to enhance their reputations and grow their businesses.
Allan Rennie is an Associate Director of Hollicom
He is former Editor-in-Chief of the Daily Record and Sunday Mail, MD of Media Scotland and is currently Honorary Professor of Media Studies and Journalism at the University of Stirling.During his time as a national newspaper editor, Allan covered some of the most famous news events, tabloid scandals, and celebrity faux pas of the last 20 years. He has first-hand experience of how companies, CEOs and brands get it right and, of course, how they get it very wrong.
Susie Fraser is Development Director at Hollicom.
Susie is a media and marketing expert with a strong track record in creating value in businesses through the implementation of insight-driven strategies. She ran her own marketing agency for 10 years. She’s passionate about team building and creating a positive work place culture.
Richard Gill is Managing Partner of Dentsu Aegis Network North in Scotland.
The Dentsu Aegis owned agency, iProspect, is a global, award-winning business – focused on converting consumer intent into action and driving business performance for the world’s largest brands, including Diageo, Burberry, General Motors, Procter & Gamble, Gucci, and Microsoft. iProspect works across a network of 4,600 employees spread over 93 offices, including Edinburgh, Manchester, Leeds, Newcastle and London, in 55 countries. Richard is a recognised expert and leader in performance- driven digital marketing.
David McKie is Senior Partner of Levy & McRae.
David trained with Levy & McRae and has been a Partner since 2003. He specialises in media law, representing newspapers, TV and radio broadcasters, high net worth individuals and digital businesses. He also represents high profile individuals, businesses and organisations in the protection of their reputations and has a wide and varied court practice. David was Head of Media Law at Glasgow University from 2009 – 16 and is a regular commentator in all forms of media.
Erikka Askeland is an Hollicom Associate.
Erikka is an award-winning senior business writer of 20 years standing. She was Deputy Editor of Business Insider Magazine, Deputy Business Editor at The Scotsman and Business Editor of the Press and Journal in Aberdeen. She has a hotline to the desks of some of Scotland’s most high-profile business people.
WHO IS THIS FOR? There are 80 places available for this exclusive free-to-attend, half -day conference. It is for CEOs, Chairs, Board Directors, CMOs, CFOs, HR Directors, Communications specialists and senior marketers. Attendance is on a first come first served basis. Invitations will not be transferable.
BOOK YOUR PLACE: email Jackie@Hollicom.co.uk