Here's a nice summary of one approach to corporate reputation measuring from the folks at PR News Online. Many of the typical points we talk about are mentioned (clearly agree on and define your objectives, techniques and metrics). The article concludes that reputation management is more of an art than science and is imperfect but that "the numbers it provides are just as good as those offered by, say, the marketing department." And adds this metaphore.
Have you ever heard the story of the two guys in a tent contemplating the bear
outside? As one laced up his shoes to make an escape, the other looked on in
disbelief and said, 'What do you think you're doing? You can't outrun a bear.'
The other just smiled and said, 'I don't have to outrun the bear. I just have to