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Local News

Friday, 16 May, 2008 3:03 AM

PRSA Chair and CEO Jeffrey Julin Explains The Bottom Line on Reputation

PHOTO BY MIKE ISMAIR / ©AMERICAJR.com

Presiding Officer Marcie Brogan, Featured Speaker Jeffrey Julin and Detroit Economic Club President & CEO Beth Chappell.

by Jennifer Vuong
jennifer.vuong@hotmail.com

DETROIT -- Chair and chief executive officer of the Public Relations Society of America (PRSA), Jeffrey Julin, spoke Thursday at the Masonic Temple in Detroit hosted by the Detroit Economic Club. Julin addressed the importance of reputation for a business and how to build and manage it.

He said that reputation is what you do and not what you say. He differentiated reputation from brand and image. Reputation is built, and image is what a person knows about your company and their experiences with it. Brand is an element of reputation and is the personality of an organization. Brand is also the traits and how a person “feels” about the organization, whereas reputation is what a person “thinks” about the organization.

Some “must-dos” to achieve the reputation wanted includes: know what you want, know what you have, be consistent, communicate with and not at your stakeholders, and be true to your values.

Julin said in order to get the reputation wanted; the values and purpose of an organization must be intentional, honest and authentic. Top management of an organization should facilitate discussion on values and purpose in order to help build the company’s reputation, said Julin.

Next, he said that doing research on the company’s stakeholders will help figure out the company’s reputation. Testing a brand through research will help to enhance a reputation.

Also, he said being more proactive in communicating and relating with stakeholders is a must-do. A company must “communicate, communicate and communicate.” This includes listening.

Julin explained that there are external forces that affect reputation. They are cultural issues and societal issues – such as Americans with no health insurance, perception of a recession and corporate compensation.

As easily as a reputation is built, it can be trashed quickly through new emerging media. He said being mindful of reputation will help the company keep the reputation it wants.

 

PHOTO BY MIKE ISMAIR / ©AMERICAJR.com

DEC President & CEO Beth Chappell welcomes everyone to the meeting.

 

PHOTO BY MIKE ISMAIR / ©AMERICAJR.com

Presiding officer Marcie Brogan is also the CEO of Brogan & Partners.

 

PHOTO BY MIKE ISMAIR / ©AMERICAJR.com

An estimated crowd of 250 attended this meeting at The Masonic.

 

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Copyright © 2008 AmericaJR.com. All Rights Reserved.
Unauthorized duplication or use of Text, Site Template, Graphics and or Site Design is Prohibited by Federal and International laws. See our Notice/Disclaimer.

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