The move by the trade body for pubs and brewers comes in the wake of the Licensing Act, which has ushered in longer opening hours – and the smoking ban, already in effect in Scotland. It has charged Fleishman-Hillard with undertaking the exercise.
F-H is expected to deliver its findings to the BBPA in a couple of months.
The agency will test the temperature of 160 MPs, journalists, trade unions and charities such as Alcohol Concern.
'This is an important exercise for the industry in determining where it currently stands with stakeholders and how it could improve its reputation,' said F-H account director Stephen Day.
'More importantly it shows how the industry cares both about how it is seen and its role in society,' he added.