Tuesday, Oct. 14, 12:30–1:45 p.m.
Room: Delaware B
Track: Strategy & Measurement
Regardless of whether an organization is a corporation, a corporate brand or an association of shared interests, the tools to assess and guide decision making are similar. Unveil the major dimensions and specific drivers of reputation, ranging from more rational to emotional and easier to harder in order to achieve and sustain. Learn how to develop or enhance a research-based reputation road map, and integrate research insights into organizational reputation-building strategies and tactics.
Mark David Richards, senior vice president, managing supervisor, KRC Research
In this role, Richards leads KRC’s healthcare, risk and crisis communications, energy and legal services practices. For the past two decades, he has led quantitative and qualitative research projects to identify insights, and advise public and private clients in strategic planning, branding and reputation, issues management, and measurement and evaluation.