Reputation

Communicators today are in the fortunate position where data is more abundant than ever; from reputation surveys to campaign measurement tools, business intelligence to employee feedback systems, and from media analysis to owned platform insights. The options for data collection and analytics are endless. However, making sense of this data and consolidating it into a useful system, where insights can be quickly drawn and communicated to leaders throughout the organisation is a daunting task.

The success of a communications strategy is in large part dependent on sound planning. Corporate communicators need to ensure that their function is fully integrated in the business. It needs to be capable of both proactively planning the year ahead whilst remaining sufficiently nimble to react to unexpected and hard-to-predict circumstances that often present communications challenges in the short term.

It is clear from our conversations with Council members that the profile, influence and importance of stakeholder groups are continually shifting and evolving. The vast majority of Council members name several stakeholder groups that have become increasingly important in recent years.

As the demand for businesses to create shared social and environmental value increases, and the climate change doomsday clock counts down, Council members are seeing corporates coming to terms with their role in society. But businesses face significant challenges in closing the say-do gap and meaningfully embedding sustainability in their strategies and business models.

In this report Council members tell us how they are responding to a changing and disruptive communications landscape. Our analysis reflects the latest global reputation management challenges including; sustainability as a corporative imperative; communications planning in a disruptive environment; data sources and integration to provide strategic reputation insights and key audiences in stakeholders and influencers.

This month’s edition of Ipsos Update features the latest research and thinking from Ipsos around the world, with topics including Coronavirus, perceptions of death, creative advertising and global trends.

How to unlock the value of reputation for businesses.

Global concern over environmental issues has intensified recently. Ipsos research alone shows that 71% of global consumers agree that single-use plastic products should be banned as soon as possible. The backlash against plastic is on – and for brands with plastic in their supply chain, this represents both a reputational threat and an opportunity …

September 26 - Each year, the Ipsos Global Corporate Reputation practice conducts interviews with over 150 leading communications and reputation executives globally to understand the trends, issues and concerns facing today’s reputation practitioners.