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
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