The Myths and Methods of Reputation Measurement
http://www.iabc.com/cwb/archive/2005/0705/mythsmethods.htm

Paine, Katie
Communication World Bulletin
2005

Abstract:

If you are concerned about your reputation and want to measure its health, here's what to do. Get the communication people in your organization together in a room and get consensus on what you want to measure and which constituencies are your top priorities. Determine how a good relationship with each of those constituencies benefits your organization. Your success is measured by achieving those benefits. Figure out what you will be measuring and what benchmarks you will be measuring against. Undertake the appropriate research and voila, you'll have the answers you need.