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Posts Tagged ‘KRC Research’

STUDY: Employees May Be the Best Brand Advocates

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See, stock photos never lie

Who can best defend a brand’s reputation on social? According to a newly published Weber Shandwick study, the answer may come from within.

The study, conducted in collaboration with KRC Research (full PDF here), concerns trends in “employee activism”, or the ability of those within an organization to become its most prominent defenders.

An online survey of 2,300 employees in 15 different markets around the world found that:

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Mediabistro Course

Presentation Writing: Design and Delivery

Presentation Writing: Design and DeliveryLearn how to use storytelling techniques and visual content to create and deliver successful pitches and presentations! Starting August 6, Amanda Pacitti, the manager of learning at Time Inc., will teach you the best practices for presentations, from using software like Prezi and Powerpoint, to writing your script, and using images, audio, and video to drive your points. Register now! 

Research: Thanks to Politics, Society is More Brutish

Weber Shandwick, Powell Tate, and KRC Research have released the results of the third annual “Civility in America: A Nationwide Survey,” finding that people believe incivility is running rampant across society, fueled by politics, government, and political campaigning.

This online survey of 1,000 Americans was conducted in April.

Nearly three quarters of respondents (71 percent) say we’ve become less civil in the last three years, and 63 percent say incivility is a “major problem.” About 80 percent say politics is uncivil and becoming more so, with 69 percent saying the rude behavior caused the breakdown of the budget talks last year.

However, both Presidential candidates were given higher marks for civil behavior over uncivil behavior. Still, more than half of respondents say they aren’t paying attention to political ads, election coverage, or politics in general because of the harsh tone.

After the jump, we’ve got an infographic with details. For more on the survey, click here.

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Study: Build Strong Brands for Products and Their Parent Companies

Weber Shandwick has released the results of “The Company Behind the Brand: In Reputation We Trust,” a study finding that 70 percent of consumers won’t buy into a brand if they don’t like the parent company. Among senior execs, 87 percent said that having a strong brand for the parent company is as important as having a strong product brand.

A couple of stats that jumped out at us as well: 56 percent of respondents said they do research on companies that make products they buy; and 56 percent said they “hesitate” to purchase a product if they can’t tell which company makes it.

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Research: Consumers Won’t Spend Money With Rude Companies

The second annual “Civility in America” poll, conducted by Weber Shandwick, Powell Tate, and KRC Research, found that 69 percent of respondents have decided not to shop again with a company because of  ”uncivil” treatment. This is up from 56 percent last year. Moreover, 58 percent said they’re spreading negative word-of-mouth to friends and family about those companies.

The agencies polled 1,000 American adults online during the month of May. For the second time, about two-thirds of respondents said that rudeness is a big problem.

The survey also found that 67 percent have decided against voting for a politician because they seemed rude, and respondents are taking action when they think there’s incivility on a website or in an online forum. Forty-nine percent said they’ve unfriended someone because of comments or behavior online, and 38 percent said they’ve stopped going to a site because of the content or tone of the site.

Edelman SVP Named CEO of KRC Research

Bradley Honan has been named CEO of KRC Research, IPG‘s research firm. Part of his job as CEO will be developing new research tools. Previously, Honan was an SVP at StrategyOne, Edelman’s research company. He’s also served as a VP with Penn, Schoen & Berland Associates. Honan’s background includes work with a number of politicians such as then-Sen. Hillary Clinton (D-NY) and New York’s Mayor Michael Bloomberg. He’s also worked with clients like General Electric, Johnson & Johnson, and Pfizer.

Peter Shafer, now a VP at Toluna, was the previous CEO of KRC. Jennifer Sosin will stay on as president of the firm and Victoria Sneed will continue as head of the Washington office and the company’s NGO and CSR comms.

Research: Companies Say Crowdsourcing Is Key For CSR Awareness Building

Research from Weber Shandwick’s Social Impact group shows that crowdsourcing and social media have become important tools for raising awareness and engagement in CSR programs. Nearly all respondents (95 percent) to the study thought crowdsourcing was useful for CSR efforts.

Thirty-six percent of respondents thought crowdsourcing was useful for gathering a variety of opinions, 25 percent thought it was a great way to build relationships, and 16 percent thought it brought fresh energy to the process.

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