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Letter from the editor

“The value of a business increasingly lurks not in physical and financial assets that are on the balance sheet, but in intangibles.”The Economist"

Happy New Year and welcome to 2008!  The underlying theme of this issue of VIEW is evaluating and managing reputation. Evaluating performance in any business is a fundamental component of its success and there is an increasing call to justify and prove the value of marketing and PR within an organisation at board level.

In particular, brands are recognised as having great economic implications for a business and indeed an industry and represent a continual stream of revenue and value to an organisation. Brands, therefore, are considered as valuable resources and as such managing brand reputation is vital to ensuring sustainable growth and competitive advantage.

However this is nothing new and whilst many CEOs are aware and accept the importance of reputation to their business, very few dedicate the financial and time resources needed to protect this fragile yet vital hidden asset. As such the number of companies caught up in a midst of scandal and a volatile economy is increasing. External issues can break a reputation with devastating results for a non-responsive company, yet this often takes a back seat to, maybe less damaging, responsibilities and demands.

In order to ensure growth and sustainable competitive advantage, businesses need to manage their reputation proactively and include reputation measurement and management in the strategic business plan. 

By correctly identifying the level of disruption, a company could re-direct their peer/media/public perception and find best practice public relations in order to successfully get their message across without getting engulfed in a crisis.

The question is, how many companies are still more interested in assigning financial and human resources to increasing sales revenue without giving a second thought to the impact on their reputation should the CEO pull a “Ratner”?

If you have any comments, or would like to contribute to View, please contact us at: view.uk@cision.com

The editorial team

InterVIEW Mark Durrant – Director of Communications. Nokia

Mark Durrant is Director of Communications at Nokia. Based in Finland, Mark talks about his role in the introduction of the PC, moonlighting as a Helsinki tour guide and playing the dame in Christmas panto… Oh no he didn’t!

How long have you had your current job?

Since June of 2007.

What did you do before that?

9 years at Motorola, for the last 6 as director of communications & public affairs for the Europe, Middle East & Africa region.  Before that a range of sales, marketing and management jobs at DEC and IBM.

What is the best aspect of your current role?

Working with some of the smartest people in our industry, from developers working across the converging worlds of Internet and mobility through to a world-class team of communications professionals.  No two days are the same and, with the range of topics my team covers, there is always something new to learn about.

Thinking about your career, what do you think has been the biggest change in PR over the time you have worked in it?

Without doubt, the same thing that has changed the working lives of most of us over the last twenty years; the influence of information technologies.  Though I don't consider myself old, I have witnessed the introduction of affordable computer technology to everyday tasks, the fax replacing telex systems and then the massive disruptive force that the Internet has been on all aspects of our life.  I was involved with the introduction of the PC while at IBM and am now very excited to be part of the new wave of transformation taking place with the convergence of the worlds of Internet and mobility.

What are your principle hobbies/interests outside of work?

Time spent with my family is precious, especially since they are still living in the UK and I am living and working mainly in Helsinki.  I am also enjoying exploring a new city and country and acting as tour guide for visiting friends and family.  

What is your commute to work like?

Surprisingly easy.  I live in the heart of one of the most interesting European capital cities, yet can be in the office in around 20 minutes.  Helsinki has a fantastic public transport system, so I can avoid taking the car, which may prove very useful in the depths of a cold, snowy winter.  I think I am looking forward to that!

Tell us something about you that would surprise people

Before I moved to Finland, I was involved with an amateur dramatic group in my village and have spent the last few years playing the dame in the Christmas pantomime!

What are you most looking forward to in 2008 (professionally)?

Nokia is undergoing a major reorganisation, which will take effect on January 1, to position the company more effectively to exploit the convergence of the mobile communications and Internet worlds.  At the moment there is a great sense of anticipation within the business and I am really looking forward to getting started with my new team and continuing to drive Nokia's reputation as a thought leader in our industry.

Banking sector report

In an ever-changing media landscape, competition has never been fiercer.  It is more crucial than ever before to measure effectiveness, manage your communications and plan your strategies to maximise opportunity and minimise the threat that external events can have on your reputation.

Through our evaluation services, Cision can identify and analyse the scale of opportunity or disruption within entire industry sectors, caused by external financial, natural and socio-political factors. A report based on this analysis highlights the impact of a news story on a company or an industry.

Click here to read our last report on the Banking sector. This report analyses how the UK media portrayed the Northern Rock debacle and reviews further concerns in the banking sector over the present credit crunch crisis.

Cision Media Bulletin

The Cision Media Bulletin is our daily electronic newsletter covering editorial changes within the media industry. This is a free service and provides communications professionals with up-to-date information relating to changes in the media, including news of media moves, launches, editorial vacancies and industry events.

Please click here to view a Media Bulletin top line summary of recent editorial changes in the national newspapers, trade & consumer magazines and broadcast media.

Opinion - Haymarket Global Reputation Conference

Key Cision employees attended the Haymarket Global Reputation Conference in September to find out exactly what accomplished industry leaders thought about the increasing importance and awareness of reputation. For those that were unable to attend, you can still benefit as we have put together the opinions of our esteemed employees about the conference especially for you.

Possibly the most informative, provocative conference I've attended. Maybe I'm reaching saturation point; but I thought the highlights were those presentations that steered clear of new media. In particular, Ogilvy's Kerrin Roberts provided what seemed to me genuinely useful advice for global corporations' branding, that centrally determined messages should be considered a skeleton to flesh out a local level. Most talks did focus on the web, though, and evidently it still scares the hell out of most communicators - and listening to Dell's Rainer von Mielecki describe his company's experiences, it's easy to see why. Paul Miller – Senior Consultant

Everyone agrees that reputation is important and this after all is the main point of the conference. However there was little focus on exactly why it is important and how companies should measure and manage the impact on their reputation is the real question. Tomas Andersson – Director of Strategic Growth

Presently it seems that the industry feels that there is no standard evaluation metric and whilst part of the audience was strongly in favour of a standard metric other segments of the audience didn't have a strong opinion as to whether it is necessary or not.  Alberto Lopez – Enterprise Practice Manager

Media Profile Emily Bell – Editor in Chief Guardian Unlimited

In this section we aim to provide you with some information about influential journalists to give you a snapshot of their skills and experience as well as books written, awards won, professional association memberships etc.

This month’s media profile is of Emily Bell. Editor in Chief of Guardian Unlimited, Emily was instrumental in managing the success story of the global local online newspaper that is Guardian Unlimited.

Name

Emily Bell

Title

Editor-in-chief, Guardian Unlimited

Education

Oxford University, Law degree

Career

2000 – Present:  Editor, MediaGuardian.co.uk

1999 - 2000: Business Editor, The Observer

1997 - 1999: Deputy Business Editor, The Observer

1995 - 1997: Media Business Editor, The Observer

1990 - 1995: Business Reporter, covering marketing, Advertising and media

1988 - 1990: Campaign Magazine

1987 - 1988: Trainee Reporter, International Thomson Business Publishing

Broadcast experience

Extensive radio and TV experience

Specialist areas

Media business, convergence, the new media industry, advertising and broadcasting

Awards

1998, Observer Business Section won Financial Journal of the year in the Wincott Awards


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