Best Practice Report

Building Effective Reputation Programs

A Repeatable Approach For Developing Programs That Drive Business Results

November 16th, 2022
Rani Salehi, Principal Analyst
Rani Salehi Principal Analyst
Karen Tran, Principal Analyst
Karen Tran Principal Analyst
With contributors:
Srividya Sridharan , Craig Moore , Ian Bruce , Shannon Colford , Kate Pierpont

Summary

Reputation programs help ignite campaign performance through creativity and compelling messaging designed to measurably improve awareness, perception, and preference. Increasing influence and brand reach is a priority for organizations (Forrester’s Priorities Survey, 2022) — from developing stronger integrated plans across channels (28%), identifying and measuring risks to reputation and brand (25%), to implementing programs that impact influencers (24%). This report outlines the five steps organizations must take to create effective reputation programs by using the Forrester Marketing Program Planning Framework.

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