Boeing International - presentation at Cranfield
How to protect and rebuild your reputation when crisis hits
Charlie Miller, VP Boeing International Corporate Communications
Charlie Miller’s illustrious career spanned 20 years as a defence journalist. He made the leap across the journalism/PR divide and joined Boeing in 2001. Charlie shared candid insights from his experience at Boeing, the world’s largest aerospace company and leading manufacturer of commercial jetliners and defence, space and security system.
Charlie detailed the communications strategy that was developed to protect the reputation of Boeing. The primary aim was to repair the image, reputation and credibility. Relevant advertising campaigns and numerous news releases were planned along the key themes to deliver positive messages, and focus on rebuilding Boeing’s reputation by bringing the attention to Boeing’s cornerstone of innovation and technology.
With the right communications focus and push towards rebuilding Boeing’s reputation on integrity and credibility - when its CEO Harry Stonecipher resigned due to actions inconsistent with Boeing’s code of conduct, its share prices did not dip, instead it rose 5 cents.
The key point was highlighted as being the importance of a well thought through internal and external communications strategy in times of crisis. Charlie emphasised the task of protecting the reputation as being crucial to a company’s success.
“Brand is collective beliefs, perceptions and impressions developed over time; Promise is what we make to the marketplace but REPUTATION is based on how well we keep that promise”.