Analyses and Reporting

commsLAB bases its consulting activities on an empirical, scientifically sound database. We have many years of experience in the areas of reputation and issue monitoring, where we also work closely together with our long-term strategic partner, the fög – Research Centre for the Public Sphere and Society at the University of Zurich.

An analysis of one’s own reputation is an indispensable prerequisite for the long-term value-adding positioning and management of an organization. We offer you the following analysis options, whereby the setup can be tailored to your needs:


I - Reputation analysis historical/ongoing

The alignment of the current reputation with its own history as well as the comparison with the sector development serves as well-founded analysis of the present situation and supports the realistic assessment of one’s own options for action and communication.

II - Benchmarking with relevant peers

The systematic benchmarking with the central peers enables a well-founded assessment of the company’s competitiveness advantages or disadvantages and thus supports the efforts to promote the corporate profile internally and externally.

III - Reputation Check and KPI system

The Reputation Check provides information about which drivers shape the reputation in a positive way or where exactly action is needed. The Reputation Check serves the purpose of monitoring the strategic communication of the organization in a targeted manner and identifying positioning opportunities and risks at an early stage. The module thus ensures efficient management of the organization’s communication resources.

Example graphs:

Issue Monitoring

Issue monitoring is an important component for the early recognition of relevant developments relating to an organization. Early detection does not mean constantly surprising the organisation with new and spectacular issues. It rather means correctly assessing the career opportunities and reputation effects of mainly known issues.

A comprehensive issue monitoring is characterized by the following steps:

Schematic representation of the issue monitoring process

We offer you two analysis options, whereby the setup can be tailored precisely to your needs:

I - Organization-specific issue monitoring

It focuses on the impact of individual issues or topics on the reputation of your organization. The positive and negative reputation drivers are identified and an assessment of possible career dynamics is given.

Fields of application:

  • Supplement to Reputation Monitoring

II - Issue monitoring of strategic issues

The focus here is not on the reputation of one’s own organisation, but on the achievement of specific strategic goals within the framework of selected social, economic or political debates. The purpose of issue monitoring is to closely follow the public debates on these strategic issues (e.g. with regard to the actors involved, dominant positions, patterns of evaluation) in order to anticipate any need for action and communication in due time.

Fields of application:

  • Campaign communication
  • Political communication
  • Scandal and crisis communication

Example graphs:

Strategic Science Partner fög – University of Zurich

In the areas of reputation and issue monitoring, we work closely together with our long-term strategic partner, the fög – Research Center for the Public Sphere and Society at the University of Zurich. The fög is a leading research institution in the field of public relations and communication research.

Thanks to its collaboration with fög, commsLAB guarantees an independent approach that is recognised in international communication research. This includes a methodology committed to strict quality standards and constantly integrating the most recent scientific findings.

Sedimented Reputation Index® (SRI®)

The main indicator is the Sedimented Reputation Index® (SRI®) developed by commsLAB AG and the fög – Research Center for the Public Sphere and Society at the University of Zurich. The SRI® models the historically grown reputation anchored in public memory and allows the presentation of long-term, sedimented reputation developments.

The SRI® combines in a unique manner the effects of resonance and reputation in a long-term perspective. It is calculated over time and takes into account—on a daily or weekly basis—the values of the previous period, weighted with a “forgetting” rate. The SRI® is expressed on a scale ranging from +100 (exclusively positive resonance) to -100 (exclusively negative resonance).

The methodology stems from the insight that reputation of an actor is defined not only by current events but also, to some extent and for a period of time, by past events that have attracted public attention. The SRI®takes account of the fact that, in the long run, major high-resonance events determine the reputation dynamics of organizations and companies.