November 2012

FIFA's Reputation Challenge Begs the Question - How Can You Measure Reputation?

How Can You Measure Corporate Reputation?

It's often said that it's hard to put a price on a good reputation.  

Not so for FIFA, with Emirates Airlines making the decision to renew its $195 million sponsorship contingent on tangible improvements in the beleaguered organisation's image. 

This begs the question, how can FIFA prove that its attempts to rebuild its reputation have been successful?

This is a question that is at the heart of own business. 

Our reputation measurement and tracking tools are used by organisations in the UK and internationally, to understand how they are perceived and what impact their actions or external issues are having on their reputations.

Based on this experience, we have the following advice for any organisation wanting to better understand its own reputation:

  1. Be clear on what you mean by 'reputation' - reputation is a complex mix of strengths and qualities that need to be looked at together.  Don't assume single measures, such as visibility or market share, equate to reputation on their own.
  2. Consider all stakeholders - you need to look beyond staff and customers, to assess the perceptions of anyone affected by (or interested in) your organisation's activities. In a digital world all stakeholder groups are influenced by each other's points of view.
  3. Understand the key drivers of reputation - what are the most emotive issues colouring people's perceptions at the current time?  
  4. Map the true influencers of reputation - be clear on the individuals and organisations that are shaping the opinions of others.
  5. Be objective - be open to change and listen to what you hear.  It's easy to discount opinions as being misinformed or biased.  The inaccuracy of these views doesn't mean that they aren't honestly held or influencing others.