The podcast is based on the book Organizational Reputation Management: A Strategic Public Relations Perspective by Alexander V. Laskin, Ph.D., a professor at Quinnipiac University. It comprehensively covers how corporations, governments, and nonprofit organizations build and maintain their reputations and provides a solid understanding of public relations as a strategic relationship management activity.
Designed to be used with the PRSA MBA/Business School Initiative curriculum, Organizational Reputation Management demonstrates how to apply the Research, Planning, Implementation, and Evaluation (RPIE) process, the Paid, Earned, Shared, and Owned (PESO) communications model, the Barcelona Principles, and other key public relations concepts in the context of organizational reputation.
The podcast is a production of the Quinnipiac University Podcast Studio.
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The podcast is based on the book Organizational Reputation Management: A Strategic Public Relations Perspective by Alexander V. Laskin, Ph.D., a professor at Quinnipiac University. It comprehensively covers how corporations, governments, and nonprofit organizations build and maintain their reputations and provides a solid understanding of public relations as a strategic relationship management activity.
Designed to be used with the PRSA MBA/Business School Initiative curriculum, Organizational Reputation Management demonstrates how to apply the Research, Planning, Implementation, and Evaluation (RPIE) process, the Paid, Earned, Shared, and Owned (PESO) communications model, the Barcelona Principles, and other key public relations concepts in the context of organizational reputation.
The podcast is a production of the Quinnipiac University Podcast Studio.
Chapter 4. Measuring Reputation: You Cannot Manage What You Cannot Measure
Organizational Reputation Management
12 minutes
7 months ago
Chapter 4. Measuring Reputation: You Cannot Manage What You Cannot Measure
Since reputation is one of the most important assets of any organization, it is important to measure and evaluate any changes in organizational reputation. Over the years different approaches were proposed for reputation measurement, such as Fortune’s ranking of reputation, reputation quotient, and RepTrak. However, these measures failed to take into account the diversity of publics the organizations have and the fact that different publics have different demands and expectations for the organizations. As a result, a new approach, relational reputation ranking (RRR), focuses specifically on a variety of different organizational publics and their diverse relationships with the organization. RRR, first, identifies key publics and their effects on the overall reputation; and, second establishes reputational measures specific for each public. In reputation management, it is also important to measure the return from the specific reputation-building activities and campaigns – such measures must integrate a variety of effects the campaign can produce on a variety of levels from communication outputs to business results as stated in the Barcelona principles. It is also important to build logical connections between all these effects. Such an approach to campaign evaluation is called levels of evaluation as it proposes to measure the results at different levels such as media, target audience, and organization.
Organizational Reputation Management
The podcast is based on the book Organizational Reputation Management: A Strategic Public Relations Perspective by Alexander V. Laskin, Ph.D., a professor at Quinnipiac University. It comprehensively covers how corporations, governments, and nonprofit organizations build and maintain their reputations and provides a solid understanding of public relations as a strategic relationship management activity.
Designed to be used with the PRSA MBA/Business School Initiative curriculum, Organizational Reputation Management demonstrates how to apply the Research, Planning, Implementation, and Evaluation (RPIE) process, the Paid, Earned, Shared, and Owned (PESO) communications model, the Barcelona Principles, and other key public relations concepts in the context of organizational reputation.
The podcast is a production of the Quinnipiac University Podcast Studio.
