Università degli Studi di Pavia
Corso di Laurea Specialistica in Editoria e Comunicazione Multimediale
Communication in the development
of corporate reputation.
The case history of
Relatore: Chiar.mo Prof. Stefano COLLOCA
Correlatore: Chiar.mo Prof. Giampaolo AZZONI
A.A. 2009/2010
Tesi di laurea di
Mariantonietta Chiara SCIANNAMÈ
Corporate communication
Reputation Institute
Values
RP
Corporate reputation
Grunig Fombrun Stakeholder RQ
Image Identity Trust CSR
Listening
Relations Lovebrand
Ferrero
Storytelling
Media
Global Reputation Pulse
What’s
corporate reputation?
What’s corporate image?
To build a corporate image for:
- distinguishing an organization;
- making them an attractive look;
- reflecting what an organization is,
what it was and what it wants to communicate.
is the external
organization’s
form.
“Corporate reputation is an amalgamation
off all expectations, perceptions and opinions
of an organization developed over time
by customers, employees, suppliers, investors and the
public at large in relation to the organization’s
qualities, characteristics and behaviors,
based on personal experience, hearsay, or the
organization’s observed past actions.”
Bennet e Kottasz, 2000
It is what an organization wants to show outside of itself
It can be built quickly thanks to advertising and spin doctoring
It could be a not true representation
It is formed only with time
It can be ruined in 5 minutes
It is a deeper dimension because depends by people’s opinions
It can be enhanced thanks to relation with stakeholders
Web reputation
It is given by the view that the public
formed from information available online.
It has gained attention in recent years
because it has become a sort of
“business card" for companies.
In virtual spaces, above all social
networks, news run and spread
quickly, through the “megaphone
effect”.
Corporate communication’s categories
for developing reputation
Intentional and
explicit
communication
REPUTATION
Observable
behaviors and
actions
Meanings
propagated in
networks of
relationships
Customer satisfaction,
relations and organization’s cognitive assets
Knowledge
Reputation
Image
Customer
satisfaction
Organization’s
value
Trust
Loyalty
Honesty
Knowledge
Source: M. Costabile, Il capitale relazionale, McGraw–Hill, Milano, 2001, p. 33.
Edelman Trust Barometer 2011
Edelman Trust Barometer 2011
The role of Public Relations
The four PR models developed by Grunig
Press
Agentry
Public
Information
Two-way
asymmetric
Two-way
symmetric
Goal
Publicity
Information
Scientific
persuasion
Mutual
understanding
Communication’s
nature
One way:
Truth is not
essential
One way :
Truth’s value
Two ways,
but effects are
not balanced
Two ways,
effects are
balanced
Communication’s
model
Sender
 Receiver
Sender
 Receiver
Sender
 Receiver
 Feedback
Group
group
Global
Reputation
Pulse
Brand e brand reputation
Lovemarks
Mystery
Sensuality
Intimacy
Once upon a time in Alba a small family business.
In 1940s Piera and Pietro, Michele’s parents,
transformed a pastry shop into a factory.
This first step forward was made
thanks to:
- the products “invented” by
Pietro Ferrero and his young
son Michele.
- the efficient sales network set
up by Giovanni, Pietro’s
brother.
Ferrero today
Now Pietro and Giovanni Ferrero, Michele and Maria Franca’s
sons, head the Group as its Managing Directors.
+ around 21.600 employees.
“Glocal” dimension
Ferrero Group:
- 38 trading companies,
- 18 factories.
- Production: more than 988.000 tons of products each year.
Ferrero S.p.A.:
- Sales office at Pino Torinese
- 4 factories in Alba, S. Angelo dei Lombardi, Balvano e Pozzuolo
- 3 companies: Soremartec - Pubbliregia - Energhe
- Piera, Pietro and Giovanni Ferrero Foundation.
Quality - Innovation - Freshness
Source: Ferrero International, CSR Report 2008/2009
Company principles
Loyalty and Trust
Respect and Responsibility
Integrity and Sobriety
Passion for Research and Innovation
Corporate Social Responsibility
Source: Ferrero International, CSR Report
Piera, Pietro and Giovanni Ferrero Foundation
SOCIAL
- Retirees’ treatments
- Collaboration with Foundation
“Movimento bambino” and
development of a code of conduct,
the Charter of Alba, for a conscious
use of new media by children
- Corporate nursery
CULTURAL
- Promotes initiatives in the literary,
historical, artistic and scientific field
- Home of documentation center Beppe
Fenoglio
- Promotes local talent
- Master in Science and Technology of
Human Food and Nutrition.
F
e
r
r
e
r
o
N. 1
The most important factors to Fererro’s reputation
II
- Quality
- Innovation
- Vision and leadership
- Corporate Social Responsibility
- Ethicality
- Public Relations
III
- Image transmitted from advertising
I
IV
V
- Workplace
- Piera, Pietro e Giovanni Ferrero Foundation
- Other Ferrero Group’s companies
- Institutional Relations
- Testimonial
Customers’ opinions - Lovemarks.com
Customers’ opinions - Ciao.it
Ferrero Temporary Shop - Milan
Ferrero on media
Best Social Page 2011
Interview with Gigi Padovani
The jar is the message
This productionoriented company, is
an example for Italian
entrepreneurship.
They have only mass
products.
They could have dared in
some passages.
Thank you
for your kind attention 
Special thanks to Francesca Poggiali,
EU Relations, Consumers Affairs and CSR Manager