Brand perception is rarely uniform. The way a senior decision-maker views your organisation is often very different from how it is seen by customers, employees or the wider public. Yet many organisations still measure perception as if it were a single, consistent view. The result is an incomplete picture. Understanding how perception varies across different…
Measuring the impact of a PR campaign should be straightforward. You run a campaign, generate coverage, and assess what changed. In reality, it is rarely that simple. Too often, evaluation focuses on what is easiest to measure rather than what actually matters. Coverage is counted, impressions are estimated, and reports are produced, but the fundamental…
Brand reputation is often treated as something that can be summarised in a single score, star rating or league table ranking. In reality, it is far more complex. Reputation is the combination of how an organisation is perceived, how those perceptions influence behaviour, and how narratives about that organisation are shaped and shared across different…
