Corporate Reputations Take a Hit
The latest Corporate Reputation Rankings index isn’t good news for Corporate America.
Negativity abounds in the public mindset when it comes to large corporations, according to the findings from Vision Critical and its public affairs arm, Angus Reid Public Opinion.
Consumer goods companies, like Johnson & Johnson (No. 1) and Kraft Foods (No. 2), computing companies, and technology firms dominated the top 10. What separated these from the financial services and health insurance companies on the bottom of the list?
- They weren’t perceived as behaving like greedy “idiots” (their words, not ours). Respondents recognized that these companies generate good returns for shareholders, but they also admired them for being good corporate citizens.
- They managed to avoid any major recent scandals. It’s no surprise that almost half of Americans hold very negative opinions of BP, in large part to the oil spill in the Gulf.
- They are well-known brands. Not only do they have great name recognition, but they also are seen as valuable household guests. Consumers trust these brands and rank them high in quality.
One of the researchers who worked on the study predicted the trend toward negativity will continue if companies don’t start communicating better about why they should be respected.
YOUR TURN: How do you build trust with your core audiences?
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