Buttress Your Benchmarking Efforts
http://www.iabc.com/cwb/archive/2005/0705/benchmarking.htm

Merlin, Matthew
Business Communication World
2005

Abstract:

A smart company understands that a favorable reputation improves its bottom line. From a PR perspective, a strong reputation acts as good will, giving you the benefit of the doubt with both journalists and the general public. To find out how strong your company's reputation is, it is helpful to compare it with the reputations of other companies, also known as benchmarking.