Reputation Scorecard

Building Reputation, Credibility, and Trust

Companies that invest in their reputations reap corresponding rewards. However, an organisation that wants to manage and improve its reputation needs to be able to measure its reputation. The reputation scorecard is one of Media Tenor’s tools to measure reputation. The scorecard methodology was developed on the basis of the book “Building Public Trust,” among whose authors is Robert Eccles, senior consultant at PWC and member of our Advisory Board.

Where does Reputation come from?

Where value lies today

Today intangible assets account for 70 percent of the value of a business. These intangible assets include, among others, brands, employee loyalty, credibility, trust, and reputation. In a world that has been rocked by corporate governance and audit scandals, reputation is now more important than ever before.

Using PWC’s work as a starting point, Media Tenor and Idea Engineers have defined the key issues that companies in South Africa should report on to build public credibility and trust. These issues have been ranked according to a blue, orange, and grey rating. Blue indicates those issues that companies should give the most attention to and which should be frequently communicated about. Orange issues have a lower priority, but should still be reported on regularly. Grey issues have a lower frequency or rating, but should not be ignored and should be focused on at least once during a communications cycle of six to twelve months.

Reputation Issues and Weightings

By communicating these issues according to the prescribed frequencies during a communications cycle of six or twelve months, businesses can build their reputation over time using a proven methodology. The ‘balanced reputation score card’ can be tailored carefully to suit the priorities of specific companies and industries.