Measuring corporate reputation

Considers how corporate reputation is most influenced by the actions of an organization rather than a successful (or otherwise) PR campaign. Then considers how a communication strategy can best influence reputation. It is important to avoid a monologue – deciding the message then conveying it with ruthless efficiency – and move to dialogue – knowing what matters to an audience and communicating on that level. Also discusses corporate social responsibility, familiarity versus favourability and the drivers of favourability among specific target audiences.