Harris Reputation Quotient attributes

Measurement in the world of public relations has always been an ethereal concept. Putting a value on media coverage or social media awareness remains a bit of a Holy Grail. How we measure reputation appears just as daunting to me, but it turns out that analysts at the Harris Poll have been studying this since 1999, gauging the reputations of the most visible companies in the U.S. through the eyes of the general public.

I spoke with Sarah Simmons who gave me a great rundown as the firm tracks many companies and compiles data each year for its poll. (Simmons works for Nielsen Holdings which purchased Harris Interactive in 2013.) While the companies at the top of the poll aren’t really a surprise – Amazon, Apple, Google, USAA, The Walt Disney Company (pre-alligator attack), Publix Super Markets, Samsung, Berkshire Hathaway, Johnson & Johnson and Kellogg Company – it’s interesting how the results are determined.Read More