Corporate Reputation Management

Corporate reputation management relies on external research and perception data to monitor and improve the organization’s reputation.

Corporate Reputation Management and the Bottom Line

Corporate reputation management is the business of directing all aspects of an organization’s performance from the perspective of one of its most important attributes: reputation. Senior management ever more realizes that reputation can make or break a company’s bottom line. It can boost or kill sales, attract or put off investment and business partners, recruit or deter employees, influence legislators and regulators, and literally touch every audience. Unsurprisingly, in this interconnected age, there’s increasing focus on corporate reputation management.

Corporate Reputation Management Tools and Techniques

Corporate reputation management is conducted using an array of sophisticated tools and techniques including competitive benchmarking, reputation scorecards, key performance indicators, journalist surveys, media content analysis, new media measurement, PR research, stakeholder evaluation, internal communications measurement, opinion polls, omnibus surveys, and crisis research. Tools and techniques, such as thought leadership studies, reputation survey and analysis, PR and communications measurement and rating methodologies, stakeholder research and corporate image surveys can all be designed to support corporate reputation management.