It is November, and another Measurement Month is here. Taking one month out of the year to step back and examine what measurement of PR really means, and how we can all do it better, is a perfect time to examine one aspect of PR measurement that is generally considered to be quite tricky to quantify—corporate reputation.
When someone uses the word “reputation”, a number of things probably spring to mind. There is personal reputation, which is how we as individuals are perceived by others. There’s corporate reputation, which is broadly an assessment of how a company has both performed and behaved over the years. And, it must also be acknowledged, for the past twenty or so months Reputation has been a block of stellar songs on the Eras Tour.
Measuring reputation takes available data from media and survey sources, and analyses this content based on a predetermined set of factors that are important to the company, organisation, or individual.
First, let us look at the available sources for analysis: traditional media, social media, and audience opinion. Each of these broad “buckets” of data can provide insights and information. Knowing what to anticipate from each form of source material is critical to accurately analysing the data.
Traditional Media – The most recognisable and commonly used form of content for analysis, traditional media remains an important source of data for reputational reporting. How a company is covered in mass media and trade press has a significant impact on reputation. Outreach to reporters is a core part of public relations work for good reason—because it is influential.
Social Media – Social media has its supporters and detractors, but it is inarguable that it is a rich source of public feedback. Unfiltered opinions can run hot, and the volume can sometimes feel unmanageable. Despite its shortcomings, social media can offer rare insight into what audiences are really thinking about, and how they react and respond to anything from current events to a logo redesign.
One of the more important considerations when analysing social media content is to take it in context. Understanding that the active voices are a subset of the total audience, and that the most vocal might not be the majority opinion are two important variables to consider.
Audience Opinion – Surveys sit somewhat in between news and social, combining the elements of audience feedback but with the rigour of research. A properly designed quantitative study can provide audience insight, examining their perceptions of an organisation directly, rather than through social channels.
Next, we can examine where an organisation sits vis-à-vis the following pillars: their products and services; culture; sustainability efforts; conduct; performance; and vision.
Using coverage collected from the above-listed sources, measurement of reputation can then progress. Content is reviewed, coded, and analysed and attributed to one or more of the following pillars.
Products and Services
Tracking the coverage of an organisation’s offerings includes things such as how products are received and how customer service is handled. Problems with products are bound to arise occasionally. And particularly with the speed and fury that is characteristic of social media, how such problems are handled can contribute heavily to a corporate reputation.
This does not require complete capitulation; the customer is not always right. But it does demand understanding the issues and handling them with fairness—not just with an eye towards profit margins.
Culture
An organisation’s culture also contributes considerably to an overall reputation. Murmurings and rumours about pay disparities can arise in social channels, whilst labour and union disagreements are covered in mainstream media sources.
On the positive side, coverage of fair pay, decent working hours, and an inclusive and friendly environment add context and can frame a company as one that cares about the health and wellbeing of its employees.
Sustainability
Community engagement, work with charitable organisations, and attention paid to environmental impact all count towards the reputational pillar of sustainability.
While authenticity is an important underpinning of all reputational pillars, it is perhaps sustainability where it is most scrutinised. The public has been well-trained to search for and identify instances of “greenwashing”—attempts by corporations to make high-profile but ultimately less than impactful moves to appear sustainable, whilst not altering other behaviours that are more damaging to the environment.
Conduct
Compliance, ethics, treatment of employees, and authenticity are all attributes of business conduct.
Social and regional norms can vary, but media covers the globe. For organisations with worldwide reach, it is worth remembering that corporate conduct will be viewed through the lens of the local journalists and audiences wherever a story is reported. What is deemed acceptable conduct in one region might be responsible for negative coverage in another.
Analysing coverage with a global eye to media reporting is critical to ensuring measurement against reputational pillars provides an accurate picture.
Performance
Assessing performance can be fairly straightforward. Is the company achieving positive financial results? Is it fulfilling its brand promise? Is it a good investment?
Vision
Looking forward to the future does not just mean producing robots and training AI to carry out a bunch of tasks (although that might be a big part of it, depending on the organisation). It also means understanding where a business might fit into the future. How is it innovating within its business sector? Do statements by the organisation’s leadership show a forward-thinking mindset? How has it adjusted to challenges in the past—which can indicate how it might respond to ones it its future?
Pulling it all together
Measuring reputation is more complex and nuanced than a simple sentiment score—or, it should be. Media coverage, content from social platforms, and survey data are rich sources of information about how an organisation’s offerings, culture, performance, and more are perceived by the public.
Understanding the scope and context of these pillars and how they contribute to reputation is an important step in measuring PR. Having this information can provide a solid foundation for communications and planning, enabling an organisation to protect and grow a positive reputation—or understand how to go about repairing one that has faltered.
