More company heads than ever are con-cerned about corporate reputation in cyber-space, but not many are doing anything aboutit. According to a survey of 600 CEOs con-ducted by
Harris Interactive/Yankelovich for Hill and Knowlton, 73% are concerned with online criticism. Only 15%, however, make concerted efforts to monitor online com-ments. Harlan
Teller, executive VP of H&K, compared the disparity to another studyH&K did three years ago that revealed 96%
of CEOs believed corporate reputation was integral to achieving business objectives, but only 19% of the same group were actively measuring it. Those numbers rose to 42% this
year, an indication, he says, that Web-basedreputation measurement will be more widely embraced in the next 2-3 years. "The amount of [negative comments] in cyberspace is
increasing while the cost of entry is so low," he says. "You would think more companies would be proactive about this."
(Susan Suss, 212/885-0403)