Corporate Reputation Management: Theory and Applied Rating Approach

Abstract

Theoretical aspects of research methodology of corporate reputation management systems The task of paragraph 1 is to determine the basic theoretical aspects of the methodology for the research of corporate RMS, including: research principles, research methods, research tools, models and methods for the research of RMS and the conditions for their priority use. Let us start with the principles of the RMS research. The basis for understanding the mechanisms of influence of reputation management on business are the Barcelona Principles 1 , the seven methodological guidelines for research in the field of media measurement and communication evaluation proposed by the Association for Measurement and Evaluation of Communication (AMEC) in 2010 and refined in 2015. It is recommended for all professionals working in the field of communication analysis, media measurement and PR effectiveness evaluation to consider them. This is a kind of gold standard of the industry, which was crystallized during the discussions of leading international PR associations and analytical experts. The Barcelona Principles are seven laconic guidelines and their detailed explanations, in which for each guideline several criteria for the objectivity of research, examples of metrics and professional guidelines for experts are proposed. The Barcelona Principles are as follows: 1) Goal setting and measurement are fundamental to communication and public relations. 2) Measuring communication outcomes is recommended versus only measuring outputs. 3) The effect on organizational performance can and should be measured where possible. 4) Measurement and evaluation require both qualitative and quantitative methods. 5