Celebrating 20 Years in Communications

1

• Celebrating 20 Years in Communications
  Reputation Research

2
Mapping the Way
3
1965 -
4
1989 -

• Over 18 years in Public Relations

5
1995 - 2003
6
2001 - 2002
7
1998 -
8
2006 -
9
2006
10
2006
11
Steel Company
12
Hometown
13
500 km North from Moscow
14
1993
Cherepovets
15
16 years later
Irkutsk Oblast
Chita Oblast
Vorkuta
Olenegorsk
Kostomuksha
Buryatia
Cherepovets
Saint Petersburg
Kazakhstan
Moscow
Carrington
Orel
Dearborn
L'Isle de France
Volgograd
Brescia
Warren
Wheeling
Piombino
Dnepropetrovsk
Sparrows Point
Columbus
Zwedru
16
Growth

• Phenomenal growth

17
Image

• Image and reputation become paramount

18
Image rules and perceptions

• Image is about knowing and following the rules
  and managing perceptions

19
Image - rules
20
Image - rules
21
Image - rules
22
Perception Stereotypes
23
Unknown Genius

• Reputation is what people say when you are not
  there

24
Who can be there to Listen?
25
Research

• Image
• Identity
• Influence

26
Influence Media
27
Influence Messages
28
Image Steel Industry
29
Image Reputation Drivers
30
Gap Analysis
31
Image
Severstal has made a lot of progress in terms of
production, security, environmental regulation
and I think that Mr. Mordashov is very
dynamic.Journalist, France
Consolidate the image of an autonomous,
independent company which follows regulations,
applies best technologies and best business
practice and yet is still Russian. Industry
Expert, Italy
32
Critical Zones

• Research defined critical zones
• Summary
• A need to play by the rules

33
Arcelor

• Positive implications for Severstal
• little evidence of negative impact on reputation
• higher international profile
• experience in international deals

34
Corporate Governance

• New corporate governance system introduced
• 5 out of 10 Directors, including the Chairperson,
  are independent as defined by UK Combined Code
• Separate Committees for Audit, Remuneration/Nomina
  tion and Strategy headed by independent directors

35
Corporate Governance

• International recognition of governance
  standards
• The Best Progress in Corporate Governance prize
  by the Investor Protection Association in
  December 2007

36
Companys Repositioning
Steel

Mining
37
New Company's Structure

• Severstal restructured into 3 business divisions

Severstal
Severstal Russian Steel
Severstal Resources
Severstal International
38
Corporate Social Responsibility

• Health and safety
• Environmental protection
• Education and professional development of the
  employees
• Social programs
• Over 70 million USD investment in CSR on a yearly
  basis

39
Proactive Communications

• Phenomenal Growth

40
Development of Mission, Vision, Values Brand

• Good to Great

41
Excellence
42
People
43
Unity
44
Organizing Thought
45
Unity Sign
46
New Logo
47
New Logo
48
New Website
49
New Flavour
50
Future

• And more to come

51
Image is not a Destination
52
It is a Journey
53
It is a Journey

• Questions?

54
It is a Journey

• THANK YOU!

55
(No Transcript)