Ketchum creates reputation group

NEW YORK: Fast on the heels of its agreement to use the new Fortune/Roper Corporate Reputation Index, Ketchum has formed a dedicated group to enhance its understanding and offerings in this area.

NEW YORK: Fast on the heels of its agreement to use the new Fortune/Roper Corporate Reputation Index, Ketchum has formed a dedicated group to enhance its understanding and offerings in this area.

NEW YORK: Fast on the heels of its agreement to use the new

Fortune/Roper Corporate Reputation Index, Ketchum has formed a dedicated

group to enhance its understanding and offerings in this area.



The Ketchum Reputation Laboratory will draw upon raw data provided by

Fortune magazine’s ’Most Admired’ surveys and Roper Starch Worldwide’s

extensive consumer research, which Ketchum agreed to purchase last month

(PRWeek, April 17).



The Fortune/Roper data will be supplemented by Ketchum’s own research

and analysis to create a tool, dubbed the Ketchum Corporate Brandbuilder

(KCB), that will measure a company’s reputation and prescribe a PR plan

to protect and enhance it.



’A lot of what drives corporate reputation is visceral,’ said Chris

Atkins, partner and director of Ketchum’s global corporate practice.

’It’s comforting to have a scientific foundation to confirm what you

think, so the CEO is less likely to feel that he has to take a leap of

faith.’



Although the KCB is most relevant to Ketchum’s corporate clients (FedEx

and Chase, for example), it has cross-practice applications. To that

end, the reputation lab will reside in Ketchum’s account planning

division, headed by Carol Cotton, EVP/director of global research and

account planning.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.