For our largest clients corporate reputation is about managing risk.
We find that corporations can sometime confuse stakeholder relationship research and corporate reputation research. We believe that corporate reputation research should cast a net across friends and enemies. Clients tend to focus research only where they themselves have tried to build strong relationships, ignoring audiences that may be more critical which ironically can increase the risk in the longer term.
Whilst research has long been used to measure corporate reputation among specialist audiences, more recently, the research itself has become a vehicle to engage with highly influential stakeholders. Clients are increasingly seeing research as part of an on-going relationship-building and engagement programme among influential stakeholders.
To find out more, contact Ann Morgan or Sarah McKee