|May 2006, Issue
NANOTECHNOLOGY, ECONOMY, ICT, WATER, PHILOSOPHY, URBAN DEVELOPMENT, EDUCATION,
MEDICINE, FOOD, MOBILITY, MUSIC, INTERNET, ENERGY, MEDIA, RELIGION, BIOTECH,
POLITICS, BRANDING, TECHNOLOGY, ENTERTAINMENT, KNOWLEDGE SOCIETY, TRADE,
ARCHITECTURE, LEARNING, SENIOR CITIZENS, DEMOCRACY, SCIENCE, CULTURE
views on reputation management
views on reputation management
by Kevin Murray, Chime Communications plc and Jon White, The John
Madejski Centre for Reputation
An excerpt from the report:
report summarises a series of interviews, conducted mid-2004, with
14 Chief Executive Officers and Chairmen from
major UK and international organisations.
We have written this report around a number of key issues and themes
which emerged during the interviews. In our view, this provides the
best way of understanding the issues which preoccupy CEOs about public
relations and their own role in reputation management.
The key themes and issues that emerged:
expenditure on public relations demonstrate a measurable return
on investment (ROI)?
contribution can public relations make to organisational reputation?
owns the management of corporate reputation and what is the
CEOs link to that reputation?
do CEOs see as the main benefits of public relations?
would CEOs describe the function of public relations and the
role of its practitioners?
do CEOs rate the calibre of people in public relations?
and Chairmen intuitively value public relations, see
it as an essential cost of doing business, and essential to business
performance and organisational performance (mission critical).
do not feel that PR effectiveness is amenable to precise measurement,
being long-term and iterative in effect, or being an aid to avoiding
surprises or mistakes They do not feel a great need to demonstrate
a return on their investment in PR.
need greater confidence in the use of available measures, but
more importantly better training and preparation to argue the
value of the business and organisational contribution they can
recognise a shortage of talent and expertise among practitioners,
which if addressed would also answer questions about
the value of public relations practice. The majority of those
interviewed referred with confidence to their own advisers.
feel that there is under-investment in the practice of public
the CEOs interviewed felt they owned reputation mostly
because this was derived more from what the organisation did than
from what it said.
is a correlation between overall corporate reputation and the
CEOs personal reputation.
PR initiated through listening and reporting back - can
act as the conscience of the organisation and inform top management
decision-making. However, many CEOs worry that they do not have
a good enough radar for emerging issues.
of Amsterdam blog
of Amsterdam blog
in 2020. Towards a new golden century, a silver century, and back
to the middle ages
Democracy - A plea for intelligent rule setting
about the future of Reputation Management
Crisis communication - React quickly
to erroneous comments or stories about your company, executives and
Monitoring your company's online reputation will help your company
in many different ways including:
Control rumors and false allegations - Take action to correct
a false rumor before sites start linking to it and it gains further
Competitive intelligence - Be aware of your competitors' efforts
and how they are being received by consumer generated media (blogs,
message boards, etc.).
Leverage developing trends - Get a jump-start on your competition
by identifying new product and service trends early on and determine
how to best leverage these opportunities.
Monitor marketing efforts - Track the reach of your company's marketing
and public relations efforts as they pertain to the online community.
Expand outreach efforts - Determine influential industry blogs
as well as identify key online influencers for lead generation and
media outreach purposes.
Add positive content to your website - Further leverage link
and keyword-rich online placements by posting them on your company
website (or blog) to increase your search engine visibility.
about the Future
Extinction threatens 10 percent of the world's trees -- more than
8,000 species -- and very few are being conserved in the wild. The
Global Trees Campaign is a partnership of conservation organizations
dedicated to finding solutions to the problem.
The site highlights conservation initiatives
around the world, from Belize to Vietnam, as well as profiles of
30 endangered trees, a searchable database of threatened species,
a photo gallery for use by the media, downloadable screen savers
and a list of links to useful resources elsewhere on the Web.
GoldVish handcrafts mobile phones using gold and
diamonds in combination with state of the art mobile phone technology.
Event: Wednesday, May 31, 16:30-19:15
future of Reputation Management
May 31, 2006, 16:00-19:15
De Ruyterkade 5, 1013 AA Amsterdam [Building of the
Chamber of Commerce]
Mirko Creyghton, Market Leader,
Is reputation manageable?
Ingo Heijnen, Group Manager,
Hill and Knowlton
Reputation management is not the communicator's
Lucas Michels, Director, Fleishman-Hillard
Reputation management, is it effective?
Business Developer, FISQ, Media Monks
tickets for € 25,-, 59,-, 69,- and 79,-
for the Future blog
for the Future blog
Governance – the controlled way to success
– The New Leadership Story
Capital Report LIFE
as Risk Taking
of the new
and Fortune: How Successful Companies Build Winning Reputations
by Charles J. Fombrun, Cees Van Riel
Companies with strong reputations are better able to attract customers,
investors, and quality employees-and to survive crises that would
destroy weaker firms. Fame and Fortune shows how to quantitatively
measure your company's reputation, estimate its business value,
and systematically enhance it over both the short- and long-term.
First, you'll learn how to benchmark
your firm's reputation against key rivals in six key areas, ranging
from product quality to emotional appeal. Next, you'll discover
that the winners of global reputation surveys get to the top by
following a set of core principles through which they build visibility,
distinctiveness, consistency, authenticity, and transparency.
Then, starting from where you are now,
you'll learn how to implement genuine corporate initiatives that
strengthen two-way dialogue with all your stakeholders, and build
the "reputational capital" you will need to succeed-and
from the Summit for the Future
The Club of Amsterdam would like to thank the audience, speakers,
knowledge stream leaders, catalysts, partners for an inspiring and
successful Summit for the Future 2006!
We had more than 300 participants from 31 countries!
We are currently preparing
the lectures as audio files in the Club
of Amsterdam Juke Box and
the Summit for the Future Report
- please watch our home page.
Illustrations by Job
"eco6 is the first genuinely
international event to address Socially Responsible Investment
(SRI) and Corporate Social Responsibility and their interaction
- because we believe thats the only way you can truly get
the bigger picture.
It will bring together fund managers,
analysts, financial institutions, private investors, academics,
activists, corporations, institutional investors, charities and
NGOs from all around the world. As well as some of the biggest
and most influential names in SRI and CSR today."
Futurists Conference Lucerne, Switzerland
November 22 - 24, 2006
MAKING SENSE OF THE FUTURE
Practical approaches, critical insights, emerging business models
Welcome to the 2nd European Futurists Conference Lucerne. You
are invited to an unique European conference during which innovators,
change agents, and heads of strategy, innovation, and business
development will discuss practical approaches, critical insights,
and emerging business models with professional futurists - in
short, Making Sense of the Future!
We again have scheduled the Pre-Conference with a focus
on new practical approaches. It is meant for all practitioners
who aim to update their toolbox to look into future challenges
The Main Conference delivers critical insights and presents?business
models of the emerging new world. It is for decision makers, change
agents, innovators, strategists, and future experts in business
and public administration.
For the first time, we created an opportunity for marketers, innovators
and strategists to have in-depth alternative seminars to the Pre-Conference.
Future Seminars are selected by us but presented and set
up by private partners.
Future of Leisure Travel Trend Study
Future of Leisure Travel Trend Study
The most popular «destinations»
The market for holidays and travel is becoming more dynamic and
complex. Customer behaviour is increasingly incalculable. Although
short-run movements in the market are well documented, there is
no overall picture of longterm perspectives. The question is: in
what direction is the holiday and travel sector headed?
This study analyses the wishes and values of travellers. It describes
the driving forces of change and answers questions of relevance
to the market: who will travel in the future? What are their motivations?
What new travel markets are to be seen on the horizon?
What will be the most popular destinations in 2020?
The most important driving forces for change
1. Social drivers
_Ageing society: In 2020, the elderly will be in the majority in
Western Europe. Children and young people will be in short supply.
_Individualisation. Growing demand for individual holidays. Falling
demand for package tours.
_New family structures. More and more singles. Ever fewer families
_Health consciousness grows. Destinations with potential health
hazards will come under pressure. Areas with contaminated water
and beaches, polluted air, ugly buildings, a risk of infection,
etc., will be avoided.
_Value orientation increases resulting in a new competition of values.
Ecological, ethic and social values become ever more important.
_Decline of the middle class in Western Europe.
_Leisure time declines. Western Europe must work longer again. Raising
the pension age retards the growth of senior travel.
2. Technological drivers
_Availability of information. The spread and performance of information
and communication technology continue to increase. Access to tourist
and booking information will become even simpler, faster and cheaper.
_Transport: more, faster and cheaper long-distance connections.
_New search and mapping services. Geo-tagging, Google Earth and
GPS revolutionise maps.
_Tracking services make it possible to mark travellers like parcels
and to locate them at any time.
_Extreme engineering: opening up new destinations that were previously
closed to tourists, e.g., underwater hotels and space trips.
_Environmental-control technology will become more important. Destinations
threatened by natural catastrophes will depend more and more on
early-warning, water-treatment and weather-control technology.
3. Economic drivers
_Greater competitive pressure. Tourists expect more for less money.
_Booming Asia. Wealth and power shift towards the East.
_Polarisation of demand for cheap and luxury offers. Growing pressure
on the middle.
_Daily rock-bottom prices are normal and expected. The downward
price spiral will revolve faster and faster and the margins will
_End of industrial working in Western Europe.
_Growing vulnerability of financial markets.
4. Ecological drivers
_Unspoilt nature will become scarcer and, therefore, more valuable.
_Climatic change. Regional climatic advantages shift.
_End of the oil reserves.
_Traffic jams will become chronic, the consequential effects increase
and make travelling an even greater torture.
_Ozone hole: the sun is dangerous. Sun? Just say no!
5. Political drivers
_Political uncertainties increase and prevent or restrict travel.
_Growth of terrorism. Security measures, visa regulations and entry
controls will become even stricter and make travel more complicated.
_Opening up of China. China and its numerous previously unknown
sights, could develop into the world's most popular tourist destinations
over the next 15 years.
_Declining trust in politics.
_Disintegration of shared values. Clash of cultures. Intercultural
conflicts spread and intensify. Thus, travelling will become more
Megatrends and counter trends the
consequences for the travel industry
_In principle, holiday travel remains a mass business. However,
it will be less organised and a more individual form of mass consumption.
Holidays will be less frequently booked as package arrangements
and more often compiled à la carte. Conventional categories
will be dispensed with and the required service and comfort modules
booked as required.
_On the other hand, many people are looking for a greater sense
of community. In many cases, the need for personal contact and to
be together with friends and family is the reason for the journey
and this will become increasingly important. In the future,
tourists will expect more meeting and dating services. The growing
number of singles calls for services that help them organise their
social and love lives.
_As life becomes more complex and chaotic, as we are forced to be
more mobile and travel with increasing frequency, we look for holidays
as a counterbalance offering a touch of normality and stability
either stay at home or traveling to the same place year in,
year out. The variety of arrangements threatens to overtax more
and more travellers. How are thousands of elderly people of 80+
expected to get around big air-ports? In the future, straightforward
but smart packages will be in demand, too. For simplicity is a privilege
and also means VIP treatment: in the «fast lane», travellers
get where they want to go quickly and easily without queuing. On
the other hand, simplicity also means more travel arrangements for
«dummies». Travellers will be given electronic, GPS
guardian angels and thus monitored, guided and looked after by «remote
_There will be no more clearly defined holiday-leisure segments
in 2020. For holidays are becoming increasingly bound up with other
activities. The number of hybrid arrangements offered will grow,
e.g., hotels that merge with clinics, academies or museums, vacation
clubs that also operate handicraft workshops, tower blocks with
wellness resorts, cruise liners with temporary jobs.
_By 2020, there will be virtually no unknown destinations any more.
The world has been explored. Bombarded with stimuli, the majority
of Western Europe's older customers have experienced virtually everything.
Instead of high an extatic high, people want meditative tranquillity
and spiritual experiences. People are exhausted by life in the experience
society. The more we can afford, the more we come up against the
limits of our physical resources. Opportunities for relaxation will
become more important than entertainment.
The evolution of tourism
The travel motives differ increasingly over time: travel for survival
and occup ational reasons are followed by travel for religious reasons
to places of pilgrimage or on crusades. As society grows more complex,
people start to show an interest in other cultures. Discovery, knowledge
and education are important as is, of course, the ensuing
prestige. Consequently, more emphasis is given to developing one's
own personality in a dialogue with foreign customs, different kinds
of art and new ideas, as soon as the individual assumes centre stage.
However, increased travel is not only the result of a growing self-awareness
but also of the infrastructure available. The dangers of travelling
decrease. Knowledge and travel experience increase while guides
make travel easier. With the advent of new means of transport, travelling
becomes faster and cheaper. Growing incomes mean that the great
mass of people can travel solely for the sake of the experience,
recuperation and pleasure: the way is free for tourism as a mass
Why we go on holiday
Basic motives and fundamental desires behind holiday travel, which
will become even more important in the future.
_Whatever: No expectations. I travel because I can. Cheap offers
_Recreational: The search for concentrated recuperation, relaxation
and regeneration. Holidays as an emotional medicine against exhaustion,
stress and depression.
_Experiential: The search for new experiences and sensations. To
discover one's self. The aim is not to see new places but to see
with new eyes.
_Diversionary: The search for pleasure, sport, games, variety and
the chance to get away from it all. The chance to loose one's self.
_Experimental: The search for adventure and a dialogue with foreign
ideas. Freedom from the limits imposed by things familiar and owned.
_Tribal: The search for love and togetherness with partner, family
_Existential: The search for purpose, happiness, relief and transformation.
Travel with the aim of becoming part of something bigger and to
find one's way.
Theses on tourism in 2020
Hyper holiday hubs: «more inclusive» made to measure
Tomorrow's mass tourism will take place in hyper holiday hubs. Gigantic
holiday resorts will be built on the Mediterranean, in the United
Arab Emirates, Qatar, China and Brazil. These hyper-modern recuperation
centres will offer the entire spectrum of what the heart desires:
warmth in all variations from direct sunshine to carefully measured
thermo treatments, love from a casual affair to a romantic adventure,
physical recuperation from cheap face lifting to individual organic
anti-aging treatments. With everything including the airport
conveniently located in the same place.
Holiday hubs offer appropriate ready-made holidays, industrially
prepared to the extent that they only have to be unpacked and served.
Once the success factors for «good holidays» have been
discovered, it will be possible to reproduce them wherever required.
Given sufficient reserves of land and good transport links, it will
be possible to set up holiday hubs anywhere in the world.
Comfort and Care
People who frequently change their places of work and residence
who travel a lot and spend more time with strangers than
with their family no longer dream of exotic countries. Mobile
people with no fixed roots, at home in several different places,
yearn for a genuine home. This yearning becomes all the stronger
the more difficult it is to achieve what they want. The yearning
for home will be more important than the yearning for far-away places.
Given that more and more women work outside the home without more
men assuming more responsibility for the housework, it will be increasingly
necessary to satisfy the need for security, cuddles and a feeling
of being cared for away from home. Tomorrow's travellers will be
drawn less to the attractions of the foreign than to those of Hotel
Mama where everything is just like at home only better.
Social hubs for meeting and mating
Travel markets are relationship markets. We travel to meet families
and friends, to encounter new personalities, to have casual sex
or because we are secretly hoping for the love of our lives.
The search for a new partner is proving increasingly difficult for
a growing number of singles. Under the new circumstances in which
we live, conventional ways of finding a partner are inadequate.
One of the main reasons why online dating services are doing so
well is that there are no «on-land» alternatives for
older people. There is nowhere that people in the mature age groups
can go to meet a new partner or lover in an easy and uncomplicated
For tour operators, an exciting market for real meeting places will
open up as an addition to online-marriage markets, chat rooms and
In future, marriage agencies will provide the software while tour
operators supply the stage for romance, as well as the players for
potential love stories.
Holidays as emotional medicine
The global trend towards wellness and health is leading to greater
health awareness. Good health is the prerequisite for being happy.
Health is a growth market because the hunger for health and the
battle against aging are never ending. Improved diagnostics and
the early recognition of health risks cause people to concentrate
more on their susceptibilities. Many of them develop an almost hypochondriac
fear of becoming ill and are thus open to many offers that promise
On the medical side, the growing specialisation on technical operations
also leads to nursing specialisation and emotional care for patients.
In particular, the frail, singles and people disappointed by high-tech
medicine will increasingly seek emotional support during their holidays.
For tomorrow's health holidays, the emphasis will be less on the
hardware, e.g., bathing facilities, saunas, fitness rooms, etc.,
and much more on the software, in other words, emotional and spiritual
«Get to» instead of escape
Tomorrow's travellers will increasingly look for the familiar and
not the unfamiliar. More and more people will spend their holidays
at home, in the region or with their families. A new interpretation
of affluence is emerging in the mature markets and old societies.
An improved quality of life means peace, space and more time for
oneself and one's loved ones.
Older people have different values and wishes to younger people.
The older we become, the more our happiness depends on immaterial
values, on personal experience instead of ownership and on interesting
relationships instead of boring ego trips. The immediate region
will become generally more attractive. Holidays at home in a larger
sense, i.e., not the dwelling but «at home in the region»,
will become more important.
The process of segmentation into a big mass market and into differentiated
premium markets will continue. In the tourist sector, the differences
between rich and poor will be more obvious than ever anywhere else.
Decisive for an intensive experience is personal service down to the
smallest detail coupled with great style. I experience something that
I will always want to tell. No one can relate a similar experience.
Travel continues to be important for the super rich. After all, there
is no better material way of demonstrating success than by travelling.
The world's richest people want solely to associate with and measure
themselves against their peers. In this connection, exclusiveness
and the private sphere are key notions that define the elite. However,
there are differences between the various generations. Via ultra-luxurious
holidays, younger people show how far they are ahead of their contemporaries.
The baby boomers see themselves as pioneers. Instead of investing
in their businesses, they now invest in experiences, in their own
lives and in the family.
For the full report, please visit
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of Amsterdam Open Business Club
of Amsterdam Open Business Club
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