Category Archives: Research

Harris Poll’s corporate reputation quotient

I have covered various measures for corporate reputation in previous blog posts. Today I want to introduce another – quite different – quantitative approach: Since 1999, Harris Poll Reputation Quotient research has evaluated public perceptions across 20 attributes, classified into six dimensions of corporate reputation. According to Harris, this allows them to reliably trend performance over time and… Read More »

The Reputation Dividend

People who follow my blog (or read my textbook) are well aware of the fact that corporate reputations can be a major source of value creation for companies. It deserves therefore to be managed just like other assets of a company! A recent study by the Institute for Public Relations supports this thesis, by attempting to but a monetary… Read More »

The Impact of Leadership on Reputation

I recently came across an interesting conversation at the Reputation Institute about the role of leadership in reputation management (and development). The starting point for this is that RI estimates that roughly 2/3 of a company’s reputation is determined by company factors rather than product factors (And on a side note: RI also has found that the impact… Read More »

Key Digital Trends 2017 – Ogilvy’s predictions and what to do about them

As 2017 begins, agencies and brands are looking to key trend measurements. The fourth annual Key Digital Trends report for 2017 has been released, all thanks to two of Ogilvy’s digital and innovation leaders, Marshall Manson, CEO at Ogilvy PR, and James Whatley, Planning Partner – Innovation at Ogilvy & Mather London. The report is divided into two… Read More »

How 3 star reviews can crush your reputation (and business)

Every year since 2010, Bright Local, an online search agency, conducts a large study on the role and relevance of online reviews. The most recent Online Review Survey provides a few very meaningful insights into the role of online review for buying decisions. It shows a further increase in the role of such reviews for online shoppers and holds… Read More »

Top 100 Companies by Reputation in 2017

The Reputation Institute (RI) yesterday announced the company’s annual Global RepTrak® 100 rankings. Based on over 170,000 ratings collected in the first quarter of 2017, the survey is the largest corporate reputation study of its kind, and includes comparative ratings, trends by demographic cuts, and unique insights into which companies are best regarded by stakeholders as well as… Read More »

Perception of Perfection – Lessons for International Comms

Over the weekend, I came across a very interesting exercise. In a move to find out how perceptions of beauty vary across the globe, the guys from Super Drug Online Doctors asked 18 designers across the globe to retouch an image of an underwear model to best fit with their culture’s perception of beauty and the “ideal female form”.  Now… Read More »

World Leaders on Facebook

Do you still remember President Obama’s first Facebook post as @POTUS on 9 November 2015? “This is a place where we can have real conversations about the most important issues facing our country – a place where you can hear directly from me, and share your own thoughts and stories.” The Obama @POTUS page, including its 3.9 million… Read More »

2017 Edelman Trust Barometer – The Trust Crisis

The Edelman Trust Barometer is one of the most important tool to detect key trends for public relations and communications in general. Just released, the 2017 Edelman Trust Barometer revealed that trust is in crisis. The general population’s trust in four key institutions – business, government, NGOs, and media – has declined considerably, a phenomenon not reported in the… Read More »

Sex sells (not as good as you think)!

Two researchers of Ohio State University have conducted a meta-analysis on research on the effect of sex and crime in advertisement. They come to a surprising conclusion – against the common sense notion of “Sex sells”: “As intensity of sexual ad content increased, memory, attitudes, and buying intentions decreased.” They found that as the emotional intensity of marketing… Read More »