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.