GlobeScan collaborated closely with the ICRC to develop a survey instrument and analysis tools that could be applied to varying stakeholder audiences including the media, academics, and political authorities. The tools provide a consistent set of outputs showing overall reputation, performance on key aspects of reputation, and the impact of different elements on overall reputation. Stakeholders were asked what they considered to be the most pressing humanitarian issues of the day, providing valuable context.
Looking at both top-level reputation measures and more detailed attributes, we were able to assess the ICRC’s reputation across different stakeholder groups, also allowing comparative analysis. The ICRC was generally seen to have a strong reputation. We were able to establish which aspects of the ICRC’s work are especially important in driving its reputation—suggesting these should be emphasized in external communications while also suggesting areas the ICRC should focus on.
Knowing which points of its reputation were considered to be least strong, and by whom, has allowed our client to focus both practical improvements and communications efforts where they are most needed. Overall, the research continues to help our client maintain an already highly favorable reputation.
The International Committee of the Red Cross wished to incorporate stakeholder perceptions more systematically into their strategic planning in order to ensure that they were staying on top of, and were addressing, their key stakeholders’ changing needs and attitudes. Clear understanding of stakeholder perceptions of the organization would allow them to leverage key reputational strengths and guide strategy development.