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.
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 communication 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 two pillars, Substance and Distinctiveness, are divided into 10 sections that make up the research protocol. Each section contains specific evaluation criteria with specific weights that add up to a total of 100 points.
It is fundamental to note that Distinctiveness follows Substance: a company must first be able to communicate the business.
Four types of communicators: Companies will be mapped into the four quadrants of our communications matrix, with each category representing distinct narrative styles.
We then rate companies that have made it into the Narrators quadrant based on overall performance, “the best of the best”: Gold, Silver, and Bronze Classes: