Ever growing complexity of reputation

September 14, 2013

Ever growing complexity of reputation






Everyone wants to measure reputation. Measurement, big data, metrics are all the conversation today. As I have mentioned before, reputation is high on CEO agendas as they see more companies lose reputation equity and that calls for better research. I just came across the Arthur W. Page Society, The CEO View: The Impact of Communications on Corporate Character in a 24×7 Digital World  study which noted that some CEOs “report measuring as many as 30 different brand attributes as experienced by as many as 15 discrete stakeholder groups.” That give you a sense of how research has become more complex as the world has become smaller and scrutiny greater. 15 different stakeholder groups! It used to be employees, customers, media, investors and government officials. So whose among these added groups? NGOs, online influencers, bloggers, naysayers….it is never ending.

The report calls this “high-resolution measurement.” A great term. Hard-data rules.


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Leslie Gaines-Ross
Leslie Gaines-Ross

As Weber Shandwick’s Chief Reputation Strategist, I focus on the ever changing world of reputation. For the past 25 years, I have relentlessly observed, researched and commented on the rise and fall of corporate and CEO reputations.

  • steven tragash
    Posted at 18:08h, 14 September Reply

    Hi LeslieWe met briefly when i was VP Communications for Guidant. I believe you were with another pr firm at the time. Just wanted to drop you a note to say how much I am impressed with the broad scope of your commentary and research on reputation management. Great stuff! FYI,I have my own firm in southern California. Colloquy, which specializes in crisis management, executive coaching, etc.


    Steven Tragash

    • Dr. Leslie Gaines-Ross
      Posted at 20:10h, 14 September Reply

      Hi Steve, I recall of course. Thanks for the nice note and for letting me know where you are now. best of luck and again, thanks! best, lgr

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