The changing nature of digital communications, and the progress made by companies in the last decade, has highlighted the need to rethink the way we measure the quality of corporate communication. We’ve set out to meet this need with our new flagship research “.trust – Assessing communications for business.”
The study measures the ability of companies to communicate effectively on corporate topics that matter, from leadership to sustainability, and generate trust with stakeholders.
.trust stems from 15 years of experience acquired by Lundquist in helping balance stakeholder and company needs through systematic engagement of corporate audiences internationally, from journalists to jobseekers and sustainability experts.
The research brings together companies that in recent years have distinguished themselves for their commitment to transparent digital communication. Find out which companies are included in the first edition of .trust for listed companies.
How companies will be assessed
A strong and engaging corporate narrative is essential and digital is the primary channel where this needs to be communicated effectively. But it must be underpinned by transparent, relevant information to gain the trust of stakeholders. For this reason, our protocol measures companies across two separate pillars: Substance and Distinctiveness (how effectively this information is conveyed).
This will allow us to plot companies on our Lundquist communications model, which offers a new way to understand how companies are positioned in relation to their peers and competitors based on their communications approach.
Areas covered in the research
The following questions guide the new .trust research for listed companies:
1 . COMPANY IDENTITY
Does the company project its identity and role?
2 . FUTURE OF THE COMPANY
Does the company project where it’s going and its ambitions?
3 . CONVEY YOUR SUSTAINABILITY EFFORTS
Does the company communicate effectively on sustainability?
4 . DEMONSTRATE LEADERSHIP
Is the company’s leadership team visible and accessible?
5 . ATTRACTING LEADERSHIP
Does the company show its commitment to attracting talent?
6 . STORIES & VIEWPOINTS
Does the company present stories and/or produce other narrative elements?
7 . OPENNESS
Does the company show it is open to stakeholders via social media, events and publication of contacts?
8 . ENGAGE THE USER
Does the company showcase its commitment to providing an engaging user experience?
9 . MAKE IT EASY TO NAVIGATE
Is the website easy to navigate?