ULMS extra session on corporate reputation

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Andy Smith, Head of Media Relations at Santander, visited the Management School to give a talk on corporate reputation as part of ULMS Extra.

Andy, who graduated from the University of Liverpool in 1992, runs the media team at Santander and has 20 years’ experience in corporate reputation management.  He has led external communication campaigns for leading financial services companies including Scottish Widows, Alliance & Leicester, Direct Line, Unbiased.co.uk and the Prudential.  In his time as head of media at Santander he has overseen the integration of the Abbey, Alliance & Leicester and Bradford & Bingley brands and the rebranding to Santander.

During his talk he explained that corporate reputation is about “doing the right thing and then telling people about it.”  He also gave relevant examples of high profile reputational crisis and shared his views to the reasons why some brands have recovered whilst others haven’t.

The session was useful for students interested in careers in various areas including marketing, PR, media relations, corporate reputation, banking, management and leadership.  There was also an opportunity for attendees to ask Andy questions about the issues raised.