Frank Peters
“Reputation is only 10% about communication, the rest is behavior. In other words – are you doing the right thing even when no one is looking?”
Frank Peters has been building and protecting organizations’ reputations for over 30 years, but only if they are willing to truly change.
Frank Peters has been in the communications profession for more than 30 years, nearly 19 years of which he spent leading one of the largest agencies in reputation management, issue management and crisis communications. In 2014, he founded VIRTUS Communications, with which he and his partner focused on these topics for market leaders in various sectors, from insurer to hospital. Shareholder engagement and leadership with integrity are central to this. Among other things, VIRTUS stands for virtue, courage, and determination – ‘doing the right thing’, even, or especially when no one is looking.
Frank teaches in his areas of expertise at several universities and business schools at home and abroad (including TIAS, Necroed Business University, Católica University Lisbon, Beeckestijn Business School) and is co-founder and owner of training institute IRIS Academy.
In addition, Frank is the author of 8 management books, including The Doing Right When No One Is Watching, which includes a contribution by philosopher and speaker Ruud Veltenaar. In November 2022 his new book From Profit to Value was published (both titles reached a position on the shortlist for The Management Book of 2022 and 2023).
November 2023 saw the publication of
His latest book ‘Stop the Silence” was published in November 2023, co-written with Karin Bosman. This book is about preventing and addressing transgressive behavior.
Frank’s lectures are strongly connected to the themes of these three books – themes that are increasingly relevant in a society that demands transparency, connection, and accountability from organizations.
Frank answers the questions: what is leadership integrity and how do you achieve it? And what is the role of the shareholder in the long-term, where profit (thankfully) has long since ceased to be the only measure.
Frank Peters has been building and protecting organizations’ reputations for over 30 years, but only if they are willing to truly change. Frank Peters has been in the communications profession for more than 30 years, nearly 19 years of which he spent leading one of the largest agencies in reputation management, issue management and crisis communications. In 2014, he founded VIRTUS Communications, with which he and View more…
"Because of social media, the public has also become jury, judge and executioner"
"I've turned down an assignment several times because I couldn't work things out with a CEO. He refused to change anything. I can't do anything with big egos."
Reputation is measured by what you do.
It is early 2022; Russia has invaded Ukraine. In late March, Heineken – like many other companies – declared that they withdrew from the Russian market. But in early 2023, nothing could be further from the truth. The local branch of the Dutch beer brand had even introduced 61 new products to the Russian market in one year.
Things like this are a thorn in Frank Peters’ side: “as an organization, you not only have to follow the laws and regulations, but also meet the expectations, values and norms of the environment.
Frank knows from experience; it takes more than half-baked statements and fine words to repair this kind of dent in the reputations of organizations or brands. A case such as Heineken’s, he says, is a typical example of how communication alone cannot restore your reputation. It is about 90%change in behavior and policy.
“You can see that in all the transgressive behavior cases that have surfaced recently, excuses and explanations are not enough. How do you make sure something fundamentally changes so it doesn’t happen again? That’s what shareholders want to know.”
Frank says the importance of shareholder engagement is becoming increasingly important. Offering transparency is something you can no longer avoid as an organization. Shareholder influence is high, partly due to social media. Trying to get out from under your (moral) responsibility is counterproductive.
“The public has become judge, jury and executioner because of social media. Reputation management is knowing the expectations of your environment, which is becoming increasingly critical.”
According to Frank, not enough organizations are aware of this fact yet. According. This is something he wants to change as a reputation communication consultant, author, and speaker. Shareholders who belong to Generation Z have different values, demands and expectations. Ignoring their voices or expecting them to adapt is not a sustainable strategy.
‘I always recommend engaging in conversation. For example, Unilever – however challenging – with their environmental organizations, and directors with new younger employees are still open-minded, fresh and honest: an incredibly good gauge of what is going right and wrong in an organization.”
Want to book Frank as a speaker?
Would you like to book Michaël Wilde for your event? Ask about the possibilities and his availability.
1. Grounded
Frank’s speaking style is down to earth, calm, and thoughtful. He does not talk for the sake of talking but weighs his words carefully. This in combination with concrete and recognizable cases makes an impact on his audience. Do not expect any boasting, but a sincere view on issues of integrity.
2. Sector independent
Frank’s story concerns directors and policy makers of any sector, from the agriculture to media or healthcare, from the chemical sector to police or education. In fact, shareholder engagement and leadership with integrity are universal issues that every organization should be aware of.
3. Pratical
His stories may people think, supported by case histories which Frank has encountered. He also explains which practical tools he has developed and how they can be used in making moral -and carefully reasoned- decisions.
4. Sincelery
When you say reputation communication, that does not immediately mean integrity. Frank doesn’t believe in “framing” a situation to make it seem less bad and not solve anything. It’s about changing behavior that makes the situation better; communication only makes this behavior visible. You can feel this sincerity with Frank.
“I’ve turned down an assignment several times because I couldn’t work things out with a CEO. He refused to change anything. I can’t do anything with big egos.”
5. Currrent
Frank draws on current case histories and striking, recognizable examples for his lectures. This makes the subjects of integrity leadership and stakeholder engagement even more ‘alive’.
1. Grounded
Frank’s speaking style is down to earth, calm, and thoughtful. He does not talk for the sake of talking but weighs his words carefully. This in combination with concrete and recognizable cases makes an impact on his audience. Do not expect any boasting, but a sincere view on issues of integrity.
2. Sector independent
Frank’s story concerns directors and policy makers of any sector, from the agriculture to media or healthcare, from the chemical sector to police or education. In fact, shareholder engagement and leadership with integrity are universal issues that every organization should be aware of.
3. Pratical
His stories may people think, supported by case histories which Frank has encountered. He also explains which practical tools he has developed and how they can be used in making moral -and carefully reasoned- decisions.
4. Sincelery
When you say reputation communication, that does not immediately mean integrity. Frank doesn’t believe in “framing” a situation to make it seem less bad and not solve anything. It’s about changing behavior that makes the situation better; communication only makes this behavior visible. You can feel this sincerity with Frank.
“I’ve turned down an assignment several times because I couldn’t work things out with a CEO. He refused to change anything. I can’t do anything with big egos.”
5. Currrent
Frank draws on current case histories and striking, recognizable examples for his lectures. This makes the subjects of integrity leadership and stakeholder engagement even more ‘alive’.
Four questions for:
Frank Peters
For Good: what does that mean to you?
I think you should always be considerate of others and be concerned with how of the value to others. That not only applies to you and me as individuals, but also organizations.
The time of thinking purely in the interest of shareholders is over as far as I am concerned. My book and lecture ‘From Profit to Value’ is about that as well.
What I like about this is the power of cooperation with different disciplines. Philosophy is such a discipline – incredibly valuable to unite with the healthcare sector and the financial world. I also personally enjoy working with philosophers, for example, when writing books, giving workshops for clients and in the program of our training institute IRIS Academy.
Walk the Talk: How are you of value?
Through my practical and down-to-earth take on the issues of integrity and shareholder engagement, I like to show that by taking small steps you can achieve a lot, preventing issues without radically changing your company or organization.
My goal is to make people think about their own actions. I don’t do that by merely shocking; I prefer to connect with my audience.
Who is your great role model or inspiration?
I admire Guy Kawasaki, very much. He is one of the first five founders of Apple. He approached organizations as human beings and has written a book about it aptly titled ‘Enchantment.’ His motto is “Be a mensch.”
Guy Kawasaki advises you to see the organization simply as a human being. And just as in human relationships, he names four fundamentals for building and protecting your relationships: being kind, being honest and transparent, and listening to your environment.
Those four elements I take to heart myself, and I advise organizations to do the same.”
What should the audience expect from you?
That I always seek the connection, regardless of the sector or field in which they operate.
The topics I talk about are relevant to every sector. To emphasize that, I look for case histories in advance that connect with the perception of my audience. That increases their imagination and thus the likelihood that they will act on it. And that, of course, is my ultimate goal.”
For Good: what does that mean to you?
I think you should always be considerate of others and be concerned with how of the value to others. That not only applies to you and me as individuals, but also organizations.
The time of thinking purely in the interest of shareholders is over as far as I am concerned. My book and lecture ‘From Profit to Value’ is about that as well.
What I like about this is the power of cooperation with different disciplines. Philosophy is such a discipline – incredibly valuable to unite with the healthcare sector and the financial world. I also personally enjoy working with philosophers, for example, when writing books, giving workshops for clients and in the program of our training institute IRIS Academy.
Walk the Talk: How are you of value?
Through my practical and down-to-earth take on the issues of integrity and shareholder engagement, I like to show that by taking small steps you can achieve a lot, preventing issues without radically changing your company or organization.
My goal is to make people think about their own actions. I don’t do that by merely shocking; I prefer to connect with my audience.
Who is your great role model or inspiration?
I admire Guy Kawasaki, very much. He is one of the first five founders of Apple. He approached organizations as human beings and has written a book about it aptly titled ‘Enchantment.’ His motto is “Be a mensch.”
Guy Kawasaki advises you to see the organization simply as a human being. And just as in human relationships, he names four fundamentals for building and protecting your relationships: being kind, being honest and transparent, and listening to your environment.
Those four elements I take to heart myself, and I advise organizations to do the same.”
What should the audience expect from you?
That I always seek the connection, regardless of the sector or field in which they operate.
The topics I talk about are relevant to every sector. To emphasize that, I look for case histories in advance that connect with the perception of my audience. That increases their imagination and thus the likelihood that they will act on it. And that, of course, is my ultimate goal.”
What is Frank talking about?
Would you like to book Frank as a (keynote) speaker for a conference, lecture or event? On the right you will find a selection of keynotes.
Doing the right thing when no one is looking
Integrity is the holy grail of leadership and crucial to building and maintaining a strong reputation.
Does your (brand) organization act with integrity, even when no one is looking?
Today, the biggest challenge for organizations and brands is to meet the prevailing expectations and values and standards, from the environment of internal and external stakeholders.
Mapping these expectations provides you with a new perspective and fundamental starting point.
During this keynote you will discover how to internalize integrity into your corporate culture, behaviors and common starting points based on mission, vision, purpose, values, and norms.
From profit to value
The shareholder is no longer number one. Organizations must not only make (financial) profits for the shareholder, but also create (social) value for all stakeholders. That is ultimately the right of existence of organizations in the long term.
Companies and organizations must shift their focus from profit for the shareholder to value for all stakeholders.
In From Profit to Value, author Frank Peters reflects on the rise of stakeholder capitalism and how companies and their directors can meet the expectations and values and standards of all stakeholders. He outlines a roadmap for transitioning from profit to value by meeting ESG guidelines through stakeholder engagement starting in 2023.
With this keynote, Frank offers entrepreneurs, directors, managers, and supervisory board members a clear vision with practical tips and tools on stakeholder engagement and long-term value creation.
Reputation under pressure
Reputation management and crisis communication are crucial at a time when trust, integrity, ethics, and transparency are central.
Organizations, companies, and executives are under a magnifying glass; they have never been so vulnerable before as they are today.
Society and your customers, aided by the Internet and social media, will judge you harshly if any wrongdoing occurs. A carefully built reputation is then demolished in the blink of an eye.
Responsiveness determines whether your reputation survives or dies.
During this keynote, Frank explains how a reputation is formed. He explains how pressure on reputations increases and how best to deal with it.
Participants will get practical tips and tools for building,
Protecting and saving their reputation, based in part on indispensable lessons from practice.
After all, the question is not whether there will ever be a crisis, but when …
Stop the Silence
Stopping the silence offers you a springboard to a safe work environment. Talking together about a socially safe working environment means getting everyone in the organization involved. Stop the Silence is a methodology developed by Frank Peters and Karin Bosman. No matter what phase the organization find itself in, the use of an open and honest dialogue, not only prevents the escalation of problems but leads to a truly shared vision and solutions.
In this keynote, Frank and Karin will show how to create a socially safe work environment with the deployment of a practical roadmap, while also considering how to deal decisively with situations in which things do go wrong. Stop the Silence is not about propping up prevention policies but building a safe culture in which trust plays a crucial role.
Doing the right thing when no one is looking
Integrity is the holy grail of leadership and crucial to building and maintaining a strong reputation.
Does your (brand) organization act with integrity, even when no one is looking?
Today, the biggest challenge for organizations and brands is to meet the prevailing expectations and values and standards, from the environment of internal and external stakeholders.
Mapping these expectations provides you with a new perspective and fundamental starting point.
During this keynote you will discover how to internalize integrity into your corporate culture, behaviors and common starting points based on mission, vision, purpose, values, and norms.
From profit to value
The shareholder is no longer number one. Organizations must not only make (financial) profits for the shareholder, but also create (social) value for all stakeholders. That is ultimately the right of existence of organizations in the long term.
Companies and organizations must shift their focus from profit for the shareholder to value for all stakeholders.
In From Profit to Value, author Frank Peters reflects on the rise of stakeholder capitalism and how companies and their directors can meet the expectations and values and standards of all stakeholders. He outlines a roadmap for transitioning from profit to value by meeting ESG guidelines through stakeholder engagement starting in 2023.
With this keynote, Frank offers entrepreneurs, directors, managers, and supervisory board members a clear vision with practical tips and tools on stakeholder engagement and long-term value creation.
Reputation under pressure
Reputation management and crisis communication are crucial at a time when trust, integrity, ethics, and transparency are central.
Organizations, companies, and executives are under a magnifying glass; they have never been so vulnerable before as they are today.
Society and your customers, aided by the Internet and social media, will judge you harshly if any wrongdoing occurs. A carefully built reputation is then demolished in the blink of an eye.
Responsiveness determines whether your reputation survives or dies.
During this keynote, Frank explains how a reputation is formed. He explains how pressure on reputations increases and how best to deal with it.
Participants will get practical tips and tools for building,
Protecting and saving their reputation, based in part on indispensable lessons from practice.
After all, the question is not whether there will ever be a crisis, but when …
Stop the Silence
Stopping the silence offers you a springboard to a safe work environment. Talking together about a socially safe working environment means getting everyone in the organization involved. Stop the Silence is a methodology developed by Frank Peters and Karin Bosman. No matter what phase the organization find itself in, the use of an open and honest dialogue, not only prevents the escalation of problems but leads to a truly shared vision and solutions.
In this keynote, Frank and Karin will show how to create a socially safe work environment with the deployment of a practical roadmap, while also considering how to deal decisively with situations in which things do go wrong. Stop the Silence is not about propping up prevention policies but building a safe culture in which trust plays a crucial role.
A selection of companies that Frank Peters already had impactful collaborations with….
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TNO.TNO
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ACHMEA.ACHMEA
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ZILVEREN KRUIS.ZILVEREN KRUIS
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INTERPOLIS.INTERPOLIS
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Frank Peters brings a inspiring and impressive talk to the employees of KPMG. Mega impact.
KPMG -
NYENRODE.NYENRODE