Public Positioning

Formulating and implementing strategies for public positioning

Tim Cullen Associates helps multilateral organisations and others to position themselves to generate understanding of and support for their policies and programmes

A multilateral institution depends for funding and support for its policies on the reputation it enjoys among the governments that are its shareholders. They, in turn, are influenced by the way the institution is perceived by legislators, the business community, the news media, nongovernmental organizations, other influential groups, and the public at large in their countries. Too often these perceptions are based on a few well-publicized negative images from the past, or the institution is simply too little understood to generate any support among key constituencies. TCA is able to help the institution position itself to bring these perceptions in line with reality and to advise on policy actions that can be taken to address legitimate criticisms.

After consultations with the institution’s management, TCA will normally, in the first instance, assemble a team of experts to conduct an integrated multi-country or single country research study to examine attitudes and perceptions of the institution among primary constituencies. The conclusions of this study will guide the formulation of a strategy that may recommend changing internal behaviour patterns and policies and will propose a range of actions to impact external perceptions. TCA’s extensive trusted relationships with key members of external constituencies and experience in the best approaches to enhancing institutional reputations provides critical underpinning to initiatives that will be led and managed by the staff of the institution.

In certain cases, TCA will also assist with the recruitment of skilled practitioners to bolster an institution’s existing staff and can also provide staff training to upgrade skills in interacting with external constituencies. All of the Associates of TCA and other experts brought in to carry out specialist tasks are individuals and small firms with strong track records and, above all, with reputations for integrity. TCA is committed to ensuring that recommended policies and actions are substantive and not merely window-dressing.

With various changes in emphasis, the approaches outlined above can be pursued on behalf of governments, corporations and other entities. TCA will only undertake assignments for clients who are, themselves, committed to integrity and good governance.

In an ideal world Rhetoric – what a company says about itself, Reality – what a company actually does, and Reputation – what people think of a company, should all be the same. Companies must work to ensure that these three Rs are consistent.