Jorma Mikkonen, Head of Corporate Affairs at L&T: “Reputation management is not a project but a process”
“The most important lesson we’ve learned about reputation management has been a single ‘aha’ moment: emotions drive behavior. It was a small insight, but it has had a major impact on our understanding of the importance of stakeholder support,” saysJorma Mikkonen, Director of Public Relations at Lassila & Tikanoja.
“We also realized that we might have been trying to build our reputation in the wrong ways.”
According to Mikkonen, reputation is not created through marketing or communications, but is built on the company’s overall operations and conduct. Managing reputation requires understanding and developing this holistic approach.
Jorma Mikkonen, Director of Public Affairs , Lassila&Tikanoja
Master of Laws and public affairs professional. Has long been involved in creating the conditions for a circular economy and responsible business practices. He has also served as a business unit director at L&T Environmental and Industrial Services.
“Managing reputation isn’t a project—it’s a process,” Mikkonen sums up.
Mikkonen explains that this process involves constantly moving forward while listening to stakeholders. The direction is adjusted based on the feedback received regarding the company’s decisions.
Stakeholders also played a key role when Lassila & Tikanoja updated its strategy. As part of the strategy process, the company closely examined both changes in the operating environment and stakeholders’ views on these changes.
“That’s how the strategy took shape. Building on that foundation, we developed a brand platform that crystallized into three themes: being a great employer, leading the way in sustainable business, and innovative service development.”
Based on these themes, the company developed a corporate responsibility program that outlines concrete actions in all three areas.
Mikkonen notes that this work shifted the company’s brand in a more socially conscious direction, as stakeholders expect solutions to societal challenges.
“All of a sudden, we found ourselves dealing with matters of real importance. Before, we were essentially a faceless provider of support services. We still offer largely the same services, but our focus is very different now.”
The focus has shifted to helping customers and society as a whole with the issues identified as most important in the company’s reputation platform and sustainability program.
“This has added tremendous depth and meaning to our business, and through that meaning, we’ve been able to make our company even more appealing.”
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Text: Anu Räsänen
Video production: Vesa Koivunen, Harri Leinikka, Tuuli Pohjola, and Riku Ruokolahti
