Fast Company recently interviewed Robert Fronk, senior
vice president of reputation management and public affairs for Nielsen, about the core ingredients of a
strong corporate reputation. According to Fronk, the companies that rank highest
in his company's 2014
Harris Poll Reputation Quotient (RQ) study--including Coca-Cola--offer
transparency, honest communication, and a proactive and focused approach.
The Harris Poll Reputation Quotient study surveys more than 18,000 members of the U.S. general public to measure the reputations of the 60 most visible companies in the country through six dimensions that influence consumer behavior: emotional appear; financial performance; products and services; social responsibility; vision and leadership; and workplace environment.
Coke ranked highest in the financial performance category of the consumer survey, and scored well in vision and leadership thanks to its strategic outlook and legacy of innovation.
several actions that give it the perception of strong financial
performance," Fronk said. "It invests money in its communities and
has strong product development-- things that lead people to believe they're
maintaining strong profitability."
Fronk says Coca-Cola relays this information to the public through good
storytelling. "They've moved away from the traditional corporate
communications model and now operate like media company, sharing news about
Coca-Cola as well as contextual news on categories related to Coke's business,"