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QUALI CRITERI PER MISURARE LA REPUTAZIONE DELLA PROPRIA AZIENDA?

 
Riprendo il dicorso interrotto due giorni fa. Continuando ad analizzare i contenuti del libro di Nelli-Bensi ho rilevato un’ apparente incongruenza. Anzi due. Mi auguro di aver preso una cantonata. La prima, continuo a domandarmi come si possa tentare una valutazione della reputazione delle propria azienda prendendo come riferimento la media coverage analysis. E’ inevitabile che attraverso la media coverage analysis si possa ottenere una valutazione parziale, quella cioè che emerge dal livello di copertura dei media. Con uno sforzo di fantasia arrivo ad auspicare che i contenuti dei messaggi presi in esame per eseguire la media coverage analysis siano talmente virtuosi e totalizzanti da evocare la migliore reputazione dell’azienda di riferimento per i percettori di quei messaggi.
Passo alla seconda incongruenza. Non tutte le aziende utilizzano i media tradizionali per diffondere la propria reputazione. Tutto il mondo delle cosiddette aziende B toB non utilizza i media tradizionali o di massa per fare comunicazione. Il passa parola e la comunicazione One-by-One sono gli strumenti tipici per comunicare e per costruirsi la propria reputazione. Aziende multinazionali come Dupont, come General Electric, Akzo, Finmeccanica non si sognano minimamente di procurarsi una copertura dei media tale da garantirsi la reputazione.
Sempre dal libro di Nelli-Bensi ho invece colto un ottimo suggerimento nell’adottare il cosiddetto coding protocol basato sui seguenri items da osservare: Financial Performance, Organization&Management, Corporate Strategies, Leadership, Corporate Social Responsibility e Human Resousrces. Da questa piattaforma si potrebbe prendere le mosse per costruire il profilo della Reputazione della propria azienda. Lo riprenddiamo la prossima volta.

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