CORPORATE REPUTATION AS SEEN BY THOSE WHO MANAGE IT EVERY DAY
A study conducted by Disclosers in collaboration with AstraRicerche to understand how marketing, communications, and PR professionals currently perceive, build, and measure corporate reputation.
The New Reputation Economy - Marketing & Communications Professionals and the company's reputation.
01 · CONTEXT
Reputation is often treated as an abstract concept, but in business, it increasingly affects trust, business relationships, stakeholders, management visibility, and the ability to measure the value of communication.
This research was launched to bring proprietary data in a debate that often revolves around perceptions, and to see how Italian companies are addressing an increasingly strategic lever.
02 · THE DATA THAT KICKS OFF THE RESEARCH
associates reputation, first and foremost, with the actual quality of products and services.
recognizes that a well-established presence in influential media outlets builds trust among partners.
43% of respondents associate reputation first and foremost with the actual quality of products and services. Media visibility, on the other hand, ranks among the least important factors in describing reputation.
Yet the 62% acknowledges that a well-established presence in authoritative media builds trust among partners more quickly. The research focuses precisely on this gap: what builds a reputation and what makes it possible to share it with new audiences.
03 · THREE KEY INSIGHTS
A preview of the most significant findings from the research.
The 72% considers a negative reputation to be an exclusion criterion, at least in some cases, when selecting suppliers and partners. A negative reputation can therefore have an impact even before 'negotiations begin.
The 64% treats reputation as a priority or manages it in a structured way, but only the 19% has a dedicated function with a formal budget. The issue is recognized, but often not yet governed.
The 65% measures reputation in a structured or ad hoc manner, but only the 20% reports it to the board as a formal KPI. The measurement exists, but it is still not widely incorporated into management metrics.
04 · REPORT CONTENTS
The report analyzes corporate reputation from six complementary perspectives: meaning, impact, building, risks, positioning, and measurement.
What do companies mean by "reputation," and what factors define it?.
How reputation influences the selection of suppliers, partners, and consultants.
Internal responsibilities, key stakeholders, and areas of business impact.
Media, digital channels, creators, influencers, in-person and digital events.
Key Reputational Risks and the Public Role of CEOs and C-Level Executives.
How is reputation measured, and which drivers will be priorities over the next 12–18 months?.
05 · WHY DOWNLOAD IT
A resource for analyzing the market, identifying gaps that still exist, and guiding future decisions regarding communication, PR, and positioning.
Take a look at how marketing, communications, and PR professionals are approaching the issue of reputation today and which aspects they consider most important.
Identify the gap between stated priorities, budgets, internal responsibilities, and the metrics actually used by companies.
Learn more about emerging channels, risks, and priorities to build a stronger and more consistent reputation.
06 · METHOD AND SELF-AUTHORITY
The survey was conducted by AstraRicerche on behalf of Disclosers using the CAWI methodology, involving marketing, communications, PR, and events managers from large, medium, and small-to-medium-sized Italian companies. The data was collected in June 2026.
Marketing and Communications Executives and Corporate Reputation.
Summary Report · PDF · Italian07 · DOWNLOAD
Fill out the form to receive the report in PDF format and learn more about the key findings from the Disclosers × AstraRicerche study on corporate reputation.
Your information will be used to send you the research report and, only with your consent, any editorial updates from Disclosers. Read the privacy policy.
EN 
IT