Ipsos Corporate Reputation

Authoritative Voices

Are a company’s employees its most important spokespeople?

There’s strong agreement that employees acting as ambassadors and advocates is hugely important in building corporate reputation. But Reputation Council members also see a continuing role for the CEO, formal spokespeople and, of course, third-party endorsers such as loyal customers.

"We take our employee engagement scores very seriously and are actively working on this... It takes a lot of work to move the dial. You ignore your employees’ voice at your peril. It’s almost like a secret sauce here."

Is it true that journalists don’t influence public opinion as much as they used to?

Council members’ opinions are divided, and this reflects two opposing dynamics. On the one hand, the rise of social channels and the fragmentation of traditional media means more competition for attention. On the other hand, the rise of fake news means that authoritative, trusted journalistic voices are more influential than ever.

"These days, [journalists] have a role in showing the way forward, because they have additional knowledge. They must feed public opinion. The social networks have greatly altered the agenda."

Methodology: 154 interviews conducted with Reputation Council members between 25th June and 12th November 2018.

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