Business leaders are aware that corporate reputation is now among a company’s most valuable bottom-line assets. But there are few successful approaches for managing and growing reputation in a way that relies on hard data rather than hunches.
In our pioneering political work, we manage candidates, leaders, and parties as brands. With this foundation, Penn Schoen Berland developed a hybrid political-corporate approach using research to build the type of corporate image equity that provides market lift in good times and inoculation in times of crisis.
We believe that a company’s reputation results from a combination of Corporate Citizenship (the interaction between the company, society and the environment) and a company’s Products & Services (the essential interface with customers, partners and other major drivers of reputation). We work with our clients to understand their competitive strengths and vulnerabilities in both area.
This methodology for corporate reputation provides both diagnostic and prescriptive results. We work to illuminate the relationship between the reputation building blocks of an organization and the issues and stakeholder groups with which it interacts. In this way, we determine the strategies our clients can use to most effectively shape the corporate reputation landscape to their advantage. The results are programs that create strong relationships with the people who matter to your business: customers, opinion-elites, employees, investors and the media.
