The pride of British business
The way we look at corporate reputation may have changed forever in a post-London 2012 world. Sponsors like Adidas, Lloyds TSB and BT enjoyed such a positive glow of associationwith the feel-good 'Games of the people' that their marketers must be wondering how they can ever achieve such giddy heights again.
By the final closing ceremony, even the G4S debacle that preceded the event had sunk into the silent past, a relic of a media narrative that no longer seemed very relevant.
This presents a difficulty for those in the corporate reputation business. The exposure of any corporate crimes or misdemeanours over the next few months are going to be seen as a particularly sharp disappointment by a population that has eagerly grabbed its summertime reasons to be cheerful. Brits are currently, on the whole, proud of being British again. Which company is going to be unlucky enough to have to disabuse them of this?
But there is also potential comms capital for companies savvy and culturally brave enough to embrace the new national feeling. The 'Inspire a Generation' legacy offers some significant opportunities for organisations that weren't involved in the Games - particularly for any that can offer tangible support on the burning issue of youth unemployment.
On the following pages, we bring a variety of views on how not to become the organisation that brings us back down to earth with a bump.
Claire Murphy, consultant editor, PRWeek
'We're not a bank but we do banking. It's a unique comms issue'
The value of a firm can be best gauged by its reputation - if only Team GB were a firm.
A firm's corporate reputation needs constant care and attention if it is to flourish.
Open dialogue is the key to building enduring, positive reputations over the long term.
True thought leaders must be brave, committed and prepared to learn from their mistakes.
Strategic success relies on everyone from the boardroom down being onside.
PR and comms professionals should take a lead on shaping business strategy.
In today's diverse comms landscape, firms can interact directly with their chosen audience.
Latest jobs Jobs web feed
Online PR Manager- Exciting Online Content Marketing Co- up to £45,000
Up to £45,000 per annum, Central London
In-House Retail Brand - Internal Communication Manager
6 Degrees Talent Ltd
c£55k, Milton Keynes
Property PR & marketing Account Manager
£32,500 - £37,500, Central London
Senior Account Director - Consumer Health
£55-£65k+package + bonus, London
Director of Media Relations
British Bankers' Association
Competitive Salary + benefits, City of London
- Google 'on front foot' with Eric Schmidt column on tax issue
- NHS leaders and chief executives encouraged to communicate online
- News round-up: StreetGames, Sports Direct and Albion Drive
- In-house and agency heads review unpaid intern policies following campaign
- Virgin Galactic in talks with PR agencies to promote spaceflights
- Lord Chadlington: trading still tough in UK and Europe