Purpose & Performance Audit and Diagnostic Tool

Purpose & Performance Audit and Diagnostic Tool Burson-Marsteller EMEA Proprietary Corporate Reputation Research

Striking a Balance Between Purpose & Performance is one of the Main Corporate Challenges Today and in the Future

Business Reputation is Driven Mainly by Performance – but Purpose is Gaining Ground

% Reputation by purpose

40% Total

Burson-Marsteller EMEA Proprietary Corporate Reputation Research

% Reputation by performance

60%

Companies that deliver on Purpose & Performance are seen as role models and even deflect criticism Trust in the company even if its shareprice falls

34%

Believe in the company even if it comes under public pressure

43%

Follow the company in the media

49%

Recommend the company as a good employer

58%

Believe it is a company to partner with

61%

Believe it is a role model in business for other companies to follow

69%

Strongly agree

Q: Presuming a company is effective at balancing Purpose & Performance, what extent would you...

A Well Developed Purpose Contributes to Performance

Establishes long-term goals

Attracts employees

Contributes to good performance

Creates a long-term sustainable business cycle

Engages and retains employees

Purpose

Deflects criticsm in tough times

Sets expectations Enables company to plays a social role in the community

Focuses on customer quality Builds longterm reputation

Raison d'ĂŞtre Differentiator beyond profit making

Purpose & Performance Diagnostic Tool Burson-Marsteller’s Diagnostic Tools is an audit of a company’s Purpose & Performance – an evidence-based tool that enables corporations to: Benchmark the level of understanding and appreciation of a Purpose & Performance . statement amongst different stakeholders of the company

Compare management’s expectations and desires and also benchmark against . standards competitors or industry

Provide qualitative and quantitative data which enables the corporation to redesign .

Purpose & Performance content

Identify the most effective ways to communicate Purpose & Performance to different . stakeholders

Have You Tested Your Company’s Purpose & Performance?

Burson-Marsteller services:

P & P Statement . Assessment

. Analysis Stakeholders Living the P &. P Statement Benchmark .

Step One Define Content

1

What is the corporation’s Purpose & Performance statement intended to communicate?

What is in management’s view the weighted % between Purpose & Performance?

Define Audience

2

Who are the stakeholders or beneficiaries of the Purpose & Performance statement?

Define Communication Tools

3

Which communication tools deliver the Purpose & Performance statement to audiences today?

Define Benchmark Who does management intend to benchmark against?

4

Define the expected level of awareness, credibility.

Step Two: Developing the Questionnaire & Fielding the Research Awareness/Credibility

• Do you know and what can you tell me about company X’s Purpose & Performance statement?

• How credible do you feel this statement is?

Weight/Relevance/ Tension

Channels of Information/ Benchmarking/ Responsibility

• On a total of 100, how much % does Purpose weigh and how much does Performance weigh for Company X?

• How do you find out/keep updated with the Purpose & Performance statement and which communication tools work best for you?

• On a total of 100, how relevant is the Purpose & Performance statement to you?

• Thinking about competition XYZ...ABC or about general industry, how would you rank Company X’s Purpose & Performance statement?

• Do you feel there is a tension between Purpose & Performance goals?

• Thinking about Company X, who is the individual/team defining the Purpose & Performance statement and responsible for communicating it?

Appreciation/Reality/ Benefits

• Does Company X live up to its Purpose & Performance statement?

• Thinking about Company X, who do you think embodies/ represents best the Purpose & Performance statement?

• Do you like/agree/appreciate Company X’s Purpose & Performance statement?

• Do you think Purpose & Performance statements give Company X any benefits?

Contact

Eric Gerritsen CEO Italy EMEA Practice Leader Corporate Communications Eric.Gerritsen@bm.com Tel: +39 (0)27 214 3570