The relation between perception and reality: evaluating reputation in offline and online media - Liderando la reputación corporativa de las empresas - Corporate
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Insights July 2012

The relation between perception and reality: evaluating reputation in offline and online media

Traditional and digital media present an ongoing challenge to companies, given that they can decisively work to either strengthen or weaken supporting attitudes towards a firm. Stakeholders are increasingly influenced by the opinions of those in their immediate environment - friends, relatives and workmates.

Reputation is not only the result of what a company does: the direct experience one has with a firm through its products or services, its investments and employees, its ethical and socially responsible behaviour. Reputation also derives from what a company says: its brand communication, its public relations and advertising – in short, to some extent from indirect points of contact. And let us not forget the influence of what others say about the company (experts and opinion leaders) in analogue and new digital media -the other indirect points of contact.

This document has been prepared by Corporate Excellence – Centre for Reputation Leadership. It has cited, from among other sources, speeches by Leonard J. Ponzi, Managing Partner Global Research and Analytics at the Reputation Institute, Gregg Ward, Vice President for Global Government Relations at United Technologies, RaoulRomoli, manager of Corporate Communications at Ferrero, Xavier Simon, Director of Solutions, Content & Technologies at LexisNexis, and Craig E. Carroll, Associate Professor in the Department of Communication and Journalismat Lipscomb University in Nashville (United States), delivered at the 16th International Conference “Going Global in the Reputation Economy”, organised by the Reputation Institute in Milan from 30 May to 1 June, 2012.