Reputation management
Support with PR activities to improve the reputation of companies and organizations
Service overview
Process building and strategy formulation for improved evaluation
To improve the reputation of companies and organizations, we provide support with PR activities aimed at improving reputation including PDCA operation from identification of current issues and opportunities, to formulation of PR strategies, development of specific measures, and activity feedback.
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Analyzing and understanding the situation, from goal setting to information dissemination measures
Why do companies and organizations have to raise their reputation in the first place?
One of the answers to this question is that in order for an organization to continue to grow sustainably as a social entity, it must build a legitimate public reputation. To do so, it is essential to understand the structure of the media, influencers, and each stakeholder, set PR goals, and implement specific information dissemination measures to achieve the goals.
In an era when social media has become widespread, understanding the dissemination status and conducting qualitative analysis of social media through social listening is becoming an important approach to understanding consumer reactions and reputation. We verify the reputation building process and PR content, and formulate a PR strategy that summarizes the direction and specific measures of reputation goals to be built in the medium to long term.
Program
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Press reputation surveys
Using the Dentsu Group’s own index, we sort news articles into six areas and 20 attributes, and rate whether they are positive or negative on a scale of five to score and visualize coverage from a third-party perspective, and grasp the tone, medium, and sequence patterns. It is also possible to customize the index according to the situation of each company.
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Reputation Reach Points (RRP) (1)
Reputation reach points are used to calculate how many people have been reached, including the number of TV viewers, the number of times newspapers and magazines have been read, and UUs on the web, and express them as points.
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Reputation Reach Points (RRP) (2)
By grasping the points on a fixed-point basis, it becomes possible to use this as an index for evaluating public relations activities while verifying internal and external factors of public relations activity for numerical results.
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Consumer reputation surveys
Confirms current communication issues and opportunities through face-to-face surveys and web surveys targeting ordinary consumers. Used as basic data for planning PR strategies and PR measures aimed at resolving issues.
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Stakeholder interviews
Explores the back side of news articles, reporter interview perspectives, information needs, important items, etc. that cannot be confirmed by quantitative research. For other stakeholders, qualitative elements are extracted to build a hypothesis for improving reputation.
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PR strategy planning and reputation consulting
Extracts issues using various research methods, formulates PR strategies for future reputation building, and provides consulting for action plans.
Strengths of PR Consulting Dentsu
- Reputation management handled by experienced consultants
- Analysis that takes into account the stakeholders’ perspective without being biased toward the media’s perspective is possible.
- Total support with everything from research methods to issue identification, as well as response measures and subsequent effect measurement, KPI index development, and PDCA cycle operation is possible.
