Gibbs & Soell promotes Harris Interactive research

Gibbs & Soell is working with market research firm Harris Interactive to promote its annual studies, including the Reputation Quotient report.

NEW YORK: Market research firm Harris Interactive is working with Gibbs & Soell to promote its annual studies and work with the Council of PR Firms.

The agency began working with Harris Interactive as its preferred research partner about five years ago. Last year, the firm became its PR agency partner.

Steve Halsey, principal and MD at Gibbs & Soell, said the firm is currently raising awareness of Harris Interactive's annual Reputation Quotient study, which will be released in early 2014.

He added that Harris Interactive handles much of its PR efforts in-house, while Gibbs & Soell works on various projects to amplify its research and talk to media about the data it releases.

A team of as many as four staffers work on the account, depending on the project, said Halsey.

For the next version of the study, the agency is focusing on preparation. It is working closely with Robert Fronk, EVP of reputation management at Harris Interactive, and his team to examine data and think of potential media opportunities and compelling stories, he added.

The agency is also looking to “micro-target” specific media segments to offer publications exclusive facts from the study that fit their beats.

In addition to maximizing media exposure for Harris Interactive, Gibbs & Soell is looking at how to “drive business leads, really targeting Fortune 500 companies that would be looking for reputation management,” explained Halsey.

Over the summer, Gibbs & Soell worked with the firm on its Global Street Fight study, which focused on consumer perceptions of CEOs and how executives balance between being bold and managing risk.

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