INTERNATIONAL NEWS: Client service research is impetus behindFleishman's READ

St. Louis: Fleishman-Hillard is launching a research service and a

reputation-oriented research product.

Fleishman's new competitive intelligence service provides in-depth

market analysis, industry trend reports and daily news briefings for


Fleishman has done basic research such as opinion polls and surveys in

the past. The new service will do more to monitor a client's business

environment, studying key players in a given industry and focusing on

communications issues.

"This sort of higher level analysis has become more in demand," said Ron

Penoyer, a Fleishman SVP who is co-leader of the new service.

Fleishman's new product, Reputation Equity Assessment and Direction

(READ), will allow clients to measure corporate reputation among various

target audiences and to tie reputation to specific business goals. READ

will survey audiences to get feedback, going a step further than the

competitive intelligence service which will look at information

published by other sources.

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