Emblems and shortcuts: Rethinking corporate reputation research

A paper discussing the role of opinion research, arguing that the discipline could become the hub of inspiration for corporate communications.

Emblems and shortcuts: Rethinking corporate reputation research

Graeme TraynerBrunswick Research

Introduction

With public relations gaining ground over traditional channels such as advertising, and growing in relevance with the diffusion of media channels and an increased reliance on word of mouth, opinion research has the scope and opportunity to become the hub of inspiration for corporate communications.

Opinion research and corporate communications are in fact natural bedfellows. In essence, corporate communications centres on building and maintaining a company's profile with its followers, and revolves around the concept of protecting reputation — arguably a company's most valuable yet almost intangible asset....

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