Harris Interactive's latest Reputation Quotient Survey
established new records - a fourth consecutive No. 1 spot for
Johnson & Johnson and a lowest-ever recorded reputation
quotient for Enron.
The bad news: 48 percent of respondents said the reputation of
corporate America declined "a lot," and another 31 percent said it
declined somewhat. The good news: Most of those respondents believe
there is hope for corporate America's reputation to improve.
Tactics: Study the reputation tactics of the leading
companies:
- Johnson & Johnson
- Harley Davidson
- Coca-Cola
- UPS
- General Mills
- Maytag
- Eastman Kodak
- Home Depot
- Dell
- 3M
In particular, Harley Davidson, General Mills and Eastman Kodak
were not among those ranked last year, and their tactics - i.e.
Harley's consistent positioning of the company as a purveyor of
rip-roarin' good times - could be applied to your own
organization.
There's a lesson in the losers, too: Enron lost the community's
trust. Make sure you are committed to your communities and that
your PR proves it again and again.