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