Communicating for Reputational Gain

Ipsos believes that good reputation research fulfills a number of needs, but ultimately its focus should clarify where an organization currently is, how its reputation is formed, and what its reputational drivers are.

This information can, in theory, help to map an organization's pathway to achieve its desired organizational goals.

In order to map the pathway, effective communications - delivering the right messages, to the right people, via the correct medium - are critical. Getting this combination right can help an organization to achieve positive reputational gains. However, an incorrect pathway, be it delivering the wrong message to the right people, or giving the right message to the wrong people, can produce a negative affect. This "wrong" message is both detrimental to the organization's reputation, while also draining its valuable resources, time, and energy.

"Communications Testing" is an integral component in Ipsos' approach to reputation. Our conjecture is that the effectiveness of communications depends on the interplay of the messenger, the message, and the audience.

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