How To Measure Corporate Reputation

Why Measure Corporate Reputation?

When an organisation measures its corporate reputation it is better equipped to:

  • Prioritise where to put resources to build stronger reputations.
  • Predict potential reputation events or issues and to address them early.
  • Prevent reputational damage.
  • Be proportionate and appropriate in the way it responds.
  • Protect stakeholder interests.
  • Project the reputation it wishes to hold.

Measuring corporate reputation is a genuine sign that an organisation wants to change and improve for the benefit of its stakeholders. 

Corporate reputation measurement is the starting point to managing reputation effectively.

Begin with an understanding of what reputation is, have a Corporate Reputation Framework for reference. 

Our unique framework will help you see the 80 indicators on which your stakeholders measure your reputation.  

Measure Corporate Reputation Across All Stakeholder Groups. It can be tempting to measure single stakeholder groups such as customers and potential customers but it is vital to measure other groups such as media, staff and investors. A strong corporate reputation involves detailed knowledge of the perceptions and beliefs held by them all.

Understand The Reputation You Hold. When you have the insight , data and management information as to the reputation you hold, leaders are able to engage in a very different and very powerful, conversation. The reputation strategy begins to emerge.

See The Varience Between Stakeholders and understand where the gap analysis is in terms of perceptions and beliefs held. 

What Is Driving Our Reputation? Know the groups, individuals, topics and conversations that are having most influence on your reputation. Be able to distinguish between those making most noise and those really having most influence.

See The Emotion Held Towards You. Emotion, goes deeper than sentiment. Measuring anger, frustration, contempt, delight and surprise and seeing when and how they change can be a good indication as to the future potential behaviour of stakeholders.

Know How Your Reputation Is Changing Over Time. The ability to see changes in your corporate reputation up to 5 years retrospectively provides revealing learnings and often lessons for the future.

Measure Your Corporate Reputation Against Competitors. Online reputation tracking allows you to clearly see the reputation held by your competitors and provides a clear indication of how to strengthen competitive advantage.

Benchmark Your Reputation Against Others. Whether it is a sector, a particular audience or is it the world leaders in social impact, using reputation measurement can inform your strategy and educate on best practice.

Measure The Effectiveness of Marketing Campaigns and Brand Awareness. Marketing campaigns and brand awareness all form part of reputation. Their effectivenss can be seen by measuring their impact on corporate reputation.

Inform Strategic Communications Strategy. Measuring reputation gives invaluable insight into how to communicate better to stakeholders. Whether there are conversation topics that have not been considered or language that is different, reputation measurement leads to an informed communications strategy.