Edelman introduces measurement tool

NEW YORK: Edelman has developed a new measurement tool it is calling the Relationship Index, which is designed to evaluate the quality of relationships organizations have with their major stakeholders.

NEW YORK: Edelman has developed a new measurement tool it is calling the Relationship Index, which is designed to evaluate the quality of relationships organizations have with their major stakeholders.

The tool is centered around measuring the effectiveness of communications programs in fostering such relationships.

The index itself is a joint product of Edelman and its sister market-research firm StrategyOne.

"Although people now understand the importance of reputation, there still appears to

be very few ways for organizations to measure and quantify it," said Edelman vice chairman Leslie Dach. "This will be a helpful tool for getting more vigorous and quantitative measures of our programs."

The design of the index is based on the work of Dr. James E. Grunig, a professor of public relations at the University of Maryland, who has studied relationships between organizations and their stakeholders.

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