Value Measurement

Value Measurement consulting goes well beyond counting media clips, tracking attitudinal changes, monitoring reputation scorecard, and company rankings.

Using econometric modeling and multivariate statistical analysis, CCW determines the cause-and-effect relationships between communications and the business outcomes that matter most to a company—such as stock price, revenue, employee retention, or market share.

This analysis is entirely customized for each company, since reputation value is unique to each organization.

This measurement framework leads to recommendations based on quantified information that is familiar to senior executives—and helps them understand which communications activities, messages, or channels have the most financial or operating impact on their corporate reputation and performance.

For example, CCW recently helped a diversified technology company realize that external communications activities—including corporate communications, marketing communications, brand and reputation management communications—were responsible for over 25 percent of its total market value, and which messages would help drive future revenue. CCW also helped a major airline learn which messages (delivered through media relations) had the biggest impact on revenue, and determined the impact of specific news releases on stock price.