Reputation Measurement

Defining reputation

Reputation is a sort of social recollection of an organisation as it is formed on a basis of all our experiences with a certain organisation. Everything we ever heard or read about an organisation represents an overall evaluation of the organisation’s appeal. Building the organisation’s reputation is a long lasting process, strategically planned and controlled.

Reputation is often confused with the organisation’s image, even though it is much more. Reputation is an evaluation of an image, presented externally by an organisation.

Why to measure organisational reputation?

Nowadays more and more organisations are aware that reputation is their greatest asset. High level of reputation increases organisation’s profitability by attracting customers or clients to purchase its products or services, investors to invest into its stocks and the best workers to employ themselves in the organisation. With regular measurements of reputation an organisation accurately identifies weak, strong and critical elements of reputation, which is crucial for building successful programs of reputation management. And at the same time regular measurements render ongoing verification of successfulness possible.

Management reputation and why it should be measured?

Management creates an external image of an organisation. In other words, reputation of an organisation depends on the reputation of its management. Researches have shown that roughly 60 percent of the organisations reputation is generated by the reputation of its manager. Therefore it should be in every organisations interest to carefully plan and control the reputation of the higher levels of management that represent the organisation in the public.