Get Inside the Minds of Your Key Influencers

What We Do:

Our highly acclaimed Inside Reputation approach delivers a sensitive qualitative and quantitative understanding of your reputational assets and liabilities.

Our reports are read by the CEOs and boards of many of Australia’s leading organisations.

We cover the full range of stakeholders, including customers, employees, government and the media, including key bloggers.

We go deep inside the minds of leading journalists who devise the stories that have far reaching implications for an organisation’s reputation and ultimately, confidence and support. We identify whether your messages are getting through and your strategies are being understood and if not, why not.

The Inside Story pioneered reputation and stakeholder research in Australia in the late 90s, and has developed an extensive knowledge base of benchmarks and learnings across a range of issues and contexts which can assist you in fine-tuning your communications strategies.

And if you wish, we can compile a 360 view of your stakeholders: customers, government, academics, regulators, community stakeholders, etc.


What It Involves:

A semi-structured qualitative interview and a separate online scorecard of metrics.

A detailed report with themed verbatim and recommendations compiled by our experienced corporate reputation specialist researchers.

A best practice reputation model for corporate reputation measurement developed in conjunction with Grahame Dowling, author of Creating Corporate Reputations (Oxford Press). 25 metrics tested and refined over more than a decade of tracking and advising Australia’s largest headline makers.

Clients usually track the perceptions of stakeholders on an annual basis, but may include ongoing tracking of community impressions as part of an ongoing monitor, aligning with other campaigns, such as advertising or PR.


  • We've now completed two half year surveys and the comparison was startling. We began the survey as a way of understanding what media sentiment was about us during a tumultuous period for the company. The comments back from journalists were very revealing and provided a warts-and-all assessment of their view of our reputation. The feedback was practical and delivered in a well-structured and actionable manner. This first survey was provided to the CEO, Chairman and External Communication team so they all understood the situation we were facing. The second survey showed a remarkable change because it was done as the turmoil had just about dropped off the radar screen. Not only was it a useful benchmarking exercise, but it showed how media sentiment moved in response to Board and management changes during the six months. What it also showed was the difference in how we are perceived by the "inner circle" of media who know us well, and general business journalists. We have now included this measure in our KPIs for the year.

    Carden Calder
    for IAG when first commenced tracking in 2002
  • Inside Story conducted research for us to help us to establish our CSR (Corporate Social Responsibility) strategy at my former organisation. Her approach and method was very effective and we are now in discussion with Catherine to conduct similar research for my current organisation.

    Bill Andrew
    Executive General Manager, Organisational Development at South East Queensland Water
  • The INSIDE REPUTATION research we conducted a few years ago has guided us in our sustainability strategy and has been instrumental in giving us a view and targets to help us achieve a much more positive view of our Company with the State Government, with NGO's and the local community around our mill operation.

    Ross Hearne
    General Manager, Corporate Services - South Asia| Kimberly-Clark South Asia
  • Inside Story provided us with an in-depth report that helped us to understand our target audiences better and re-align our positioning. Catherine was great to work with and I have no hesitation in recommending Inside Story to anyone looking for a good value-add service.

    Abdi Noor
    Head of Public Affairs & Communications at Australian Unity
  • Inside Story understands [its] client's needs, especially when it comes to getting a pulse check on an organisation's reputation. It can be a difficult thing to measure, but Inside Story has strong industry knowledge and can suggest the best approach.

    Former client, insurance industry
  • Inside Story provided us with an in-depth report that helped us to understand our target audiences better and re-align our positioning. [The team] was great to work with and I have no hesitation in recommending [them] to anyone looking for a good value-add service.

    Save The Children
  • [Inside Story] provides great insight to companies and executives about what the media REALLY think. [Their] work on media reputation is excellent, and a must have for those serious about measuring the strength of their reputation with journalists.

    Former client, financial services industry

Challenges This Solves:

We have identified a series of mental models that sit behind the stories published by leading business and news journalists. Understanding these mental models assists clients in formulating evidence based communications and reputation management strategies.

Unparalleled access to leading journalists, influential bloggers and opinion leaders who know and trust the Inside Story brand name.

Validated metrics that enable reliable tracking of reputation over time along with key drivers.