Use a 5-point scale to rate a company’s reputation, but add an option for “I have never heard of this company” to distinguish between those who don’t know of the company and those who think badly of it.
Trust and credibility shouldn’t be the only factors determining which sources of information we use. Just because we believe what someone tells us doesn’t mean we want them to do the telling.
To find out whether reputation management services are investing in, contact their clients’ PR departments for their impressions of the service provider.
It is possible to quantify specific elements of a companys reputation and its impact on various financial factors that contribute to the bottom line. One way is to look at the increased revenue reputation can generate, either from being able to charge a higher price or from greater customer retention due to loyalty.