Posts Tagged ‘KRC Research’

I have thought about the company behind the brand for at least a decade (maybe more?). Years ago, I was involved in a pilot test where we placed corporate and product ads for several companies from different sectors in a business publication to try to determine the right balance of corporate to product messages to generate awareness and interest to buy. Should a company run one corporate advertisement and 1, 2, 3, 6, or 10 product ads to gain notice? Should they alternate the order -- three product ads, one corporate ad, three product ads in that order? Do they even need corporate ads? Over how many months would it take to generate the most interest for the company and the products being sold? This was in the days when companies were wondering if they should communicate what they stood for, who they were and if it really mattered. Obviously pre-Internet days. It was a huge research undertaking that involved printing presses and hand-inserted advertisements. I learned alot about rubber glue and washing sticky hands. But my interest in the company behind the brand has always remained with me and kept me wondering how important it was to consumers (and executives). Do they really care? Does anyone notice the face of a company and its character, its values, its narrative? What do people do if they don't like the parent company but still want the product?  Luckily, we now have research on how important the corporate brand or parent company really is and why it matters to consumers and executives alike. We released the research today, The Company Behind the Brand: In Reputation We Trust, conducted with KRC Research. Some of the key findings are:

• 70 percent avoid buying a product if they don't like the company behind the product (consumers)
• 67 percent are increasingly checking product labels to see what company is behind the product (consumers)
• 61 percent get annoyed when they can’t tell what company is behind a product (consumers)
• 56 percent do research to learn about the companies that make what they buy (consumers)
• 56 percent hesitate to buy products if they can’t tell who makes them (consumers)
• Executives estimate that, on average, 60 percent of their firms’ market value is attributable to its reputation. 
• 86 percent of executives report that their companies increased their efforts to build reputation over the past few years

More to come. And it's been a busy day getting the research out so will return shortly.  

For the second year in a row, about two-thirds, or 65% of Americans say that civility is a major problem, according to our annual Civility in America poll by Weber Shandwick and Powell Tate in partnership with KRC Research.  The timing for this survey is pretty right on. I just read that presidential candidate Jon Huntsman pledges that there will be a climate of civility in the race to the top if it is up to him.  You would think he spoke to us first!   If you read the results regarding perceptions on civility when it comes to politics, you will quickly see that the presidential race could literally depend on the civility factor. The perceived lack of civility in the United States has far-reaching implications for the reputation of the USA with 91 percent saying that incivility has negative consequences for the nation. Those polled said that incivility in government is harming America’s future; that incivility in American life is harming our standing in the world; and that incivility prevents the country from moving forward. About half of the respondents (49 percent) said that the U.S. was among the most civil countries in the world. The 2011 online survey was conducted in May among 1,000 American adults to assess attitudes towards civility online, in the workforce, in the classroom and in politics. Check out the executive summary. We have our work cut out for us.

Weber Shandwick just issued a research Buy Zocor (Simvastatin) Without Prescription, report on Civility in America. El Paso, Texas. Washington, D.C. Seattle, Washington, We did it with Powell Tate and KRC Research. There is an abundance of interesting information such as the fact that 94% of Americans think that civility is a major problem in the United States and has become worse since the recession, purchase Zocor (Simvastatin) online no prescription. 400mg, 450mg, 500mg, 625mg, Seventy-two percent of Americans view the political world and government as the most uncivil – the highest percentage recorded in the poll – and the absence of civility appears to be having an impact on participation and interest in the political process among broad swaths of the public.

Nearly half the American people (49%) are "tuning out" of government and politics, where can i buy cheapest Zocor (Simvastatin) online, Australia, uk, us, usa, and almost two-thirds of those people (63%) cite the general tone and level of civility as a major factor in their decision. A fairly large 46% of people are tuning out opinion pieces and editorials in the media, and 45% cite incivility as a major factor, Buy Zocor (Simvastatin) Without Prescription. Over one third (38%) are tuning out news coverage and reporting and half of them (50%) attribute their actions to the lack of civility, rx free Zocor (Simvastatin). Order Zocor (Simvastatin) from mexican pharmacy, How can we be an informed public when growing numbers of us are turning away from what makes America tick.

This is bad enough but what got me is how the public is turning away from companies who desperately need their business to rebuild our economy, Fort Worth, Texas. Denver, Colorado. Purchase Zocor (Simvastatin) online, A full three-quarters (75%) of Americans believe that companies that are uncivil should be boycotted. Buy Zocor (Simvastatin) Without Prescription, In fact, 64% of Americans report that they have advised others not to buy products or services because they felt the company or its representatives were rude or uncivil. Companies clearly need to be closely monitoring and listening to their "badvocates" or critics to make sure they are not overlooking poor customer service or improper commentary, japan, craiglist, ebay, overseas, paypal. 1000mg, 2000mg, Reputations can be damaged quickly when customers perceive they are not being treated properly. When you think of companies that are extremely courteous, buy Zocor (Simvastatin) online cod, Buy Zocor (Simvastatin) no prescription, helpful and patient such as Zappos, you realize how important "tone" can be and what drives reputation in some industries, where can i buy Zocor (Simvastatin) online. Order Zocor (Simvastatin) online overnight delivery no prescription, I sure hope you have seen their puppet commercials which take civility to new heights.

Business leaders also have considerable influence, since they are expected to set an example for behaving civilly, Buy Zocor (Simvastatin) Without Prescription. Nearly every American (91%) believes that business leaders should set an example for behaving with civility, buy cheap Zocor (Simvastatin) no rx. Detroit, Michigan, San Jose, California, Not only are business leaders expected to act with civility, but the majority (82%) believe that companies should not tolerate uncivil behavior in the workplace, acheter en ligne Zocor (Simvastatin), acheter Zocor (Simvastatin) bon marché. Buy Zocor (Simvastatin) online no prescription, I always find it remarkable how CEOs are held responsible for everything that goes wrong (as they should often be but not for everything!) and realize that incivility is now being added to their plate.

All in all, Zocor (Simvastatin) in cats, dogs, children, man, woman, men, women, Order Zocor (Simvastatin) online c.o.d, how a company and its leaders communicate and engage says it all and with the Internet and 24/7 media, companies must be extra careful, Zocor (Simvastatin) price. Zocor (Simvastatin) from canadian pharmacy, The recent events with Gen. Stanley McChrystal are just a recent example of how the wrong tone and poor choice of words can get you into hot water, Jacksonville, Florida, Columbus, Ohio. Buy generic Zocor (Simvastatin),  

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We just released the results of a survey we did with KRC Research among 151 executives in Fortune 1000 companies in April/May on the reputation of CEOs in general. Although we have seen several surveys on what consumers think and it is not pretty, we thought it would be useful to understand what the executive class thinks about this elite group of officers. Since it is critical that the next generation of leaders do not abandon ship and decline any “chieftain” jobs if offered, we thought we’d inquire about their perceptions. As many CEOs gather in Detroit this week to come up with solutions on American competitiveness (National Summit), this would be a good time. Here are some of the findings:

 

*The majority of executives in America’s biggest companies – 66% – believe that the reputation of CEOs today is largely negative. Only 14% give CEOs a positive rating and the remaining 20% are non-committal.

 

*Despite CEOs’ low approval rating, approximately one out of two executives (49%) report being interested in becoming CEO one day, virtually unchanged from earlier aspirations. Even those executives who rate CEOs’ reputation poorly are surprisingly upbeat about one day accepting a CEO position (48%).

 

*Executives overwhelmingly believe that the road to CEO redemption requires publicly taking responsibility when their firms are in crisis and tying CEO compensation to performance (knew that was coming). Other critically important steps include holding more face-to-face meetings with employees, publicly speaking up for themselves and their companies, being more transparent, and issuing regular CEO updates about their business outlook. No surprise that internal and external communications figure large in CEO reputation salvation. It is important to now begin filling the void.

 

The good news is that our next generation of CEOs appears eager to sit in the corner suite and for the right reasons (making a difference, growing business and meeting the toughest challenges of the day). CEOs have their work cut out for them but I think we will see reputation recovery in due time.  In fact, when we asked when we’d see CEO reputations redeemed, it looks like 2013 is the year. Mark it on your calendars. I did on mine.

 

[Check out an interview on the results in BusinessWeek online]

 

 

 

 

 

Since I joined the communications field, I have always been fascinated by the intellectually stimulating and wide variety of activities that comprise communications officers’ jobs. At first, I encountered “you are in the pr field?” when I told people that I left publishing for public relations. I used to oversee public relations as part of my previous job as Marketing & Communications Director at Fortune. Perhaps I have been luckier than most but the field suits me fine because of its expertise in shaping corporate and CEO reputations. Therefore it should come as no surprise that I am very interested in examining the reputation of the corporate communications professional today. As I saw presidential strategists’ David Axelrod and Robert Gibbs shape candidate Obama’s daily messages and actions, I knew that the CCO job might finally be recognized as critical in a 24/7 always open always on marketplace.

 

Last year we partnered with executive search firm Spencer Stuart on researching the changing role of the CCO (Corporate Communications Officer). Now we are in year two, a more challenging year. What did we learn about the CCO’s job, reputation and responsibilities?  In a time of unprecedented economic volatility, global CCOs have actually seen their “stock” rise over the past 12 months. Just what I predicted. In The Rising CCO, conducted with KRC Research, 58% of global Fortune 500 CCOs now report to the CEO, compared to 48% a year ago. That is a large increase. Not only do more CCOs call the CEO their boss, but 40% of CCOs consider the CEO to be their biggest ally in the organization. This leadership momentum coincides with an increase in CCO tenure: in 2008, CCOs’ average tenure was 65 months, compared to 54 months in 2007. By comparison, the average tenure of chief marketing officers is 28 months, according to research conducted separately by Spencer Stuart. The CCO is definitely on the rise and a greater asset than ever during these critical times.

 

We also found that experience in crisis communications and issues management is critical to a CCO’s success. It was not always the case when the marketplace was plentiful and everything seemed to be pointed upwards. According to CCOs surveyed, the need for crisis/issues management experience increased 45% since 2007. Additionally, and importantly, CCOs cite social media/blogging as the most frequently added function to their corporate communications departments in 2008, and they believe that social media/blogging will be their most important tool in 2009.

 

As corporate reputation—anticipated to be the number one communications priority in 2009—endures extreme stress and the Internet provides unanticipated opportunities and risks, skills often “owned” by the CCO are in greater demand: crisis and issues management, social media monitoring and online engagement, reputation management, and management of a complex portfolio of stakeholders such as employees, investors, nongovernmental organizations and trade media.

 

It goes without saying that CEOs and boards are under tremendous pressure to navigate through the stormy seas of the current economic tsunami. Like never before, CEOs are depending on CCOs for crisis and issues counsel to steady their company reputations and calm stakeholders.