Information and Consulting Company “ComInform” and “PRT” Communication Group have presented the results of their first research, conducted within the bounds of “National Index of reputational stability and communicative efficiency” (RC-index).
As the “start-up” of the project organizers conducted a research of one of the most affected by crisis economic sectors - the market of banking services. The objects of the first research of this project are the banks of category “the largest” (NBU decision of 30.12.2008). The period of analysis – the 2nd quarter of 2009.
According to the received information, the rating leaders of reputational stability became Ukrsibbank BNP (1), Ukrsotsbank (2), Raiffeisen Bank Aval (3), Forum (4) and PrivatBank (5).
Within the study it was clearly revealed that the banks’ reputation indicators depend not only on the size of their presence in informational field, but also on the characteristic features of their communication systems.
In public version of the study we presented the indicators, obtained on the basis of assessments of one stakeholder group – about 20 analysts of stock market, representing companies such as Altana Capital, Astrum Investment Management, Concorde Capital, Dragon Capital, ING Bank, PAREX AM, Gainsfort Research, Art-Capital, KINTO, Millennium Capital, Regata Investments, Renessans Capital Ukraine, Sokrat, ТЕКТ, TASK, UAIB and Phoenix Capital.
The basis of RC-index is the quantity and quality analysis of the open informational space. It allows to reveal the components and their influence on business reputation within the research time. The reputational indicators of the local banks were calculated according to the 4 following ratings: 1) reputational stability; 2) communication influence efficiency; 3) optimum events influence; 4) efficiency of planned communication expenses. The received data is supposed to be the basis for RC-index, which will be calculated on quarterly basis beginning with 2010. The objects of this index will be the strategic industries for Ukrainian economics.
According to the Managing partner of the consulting company “ComInform” Nataliya Kononenko, “in conditions of globalization and lack of investment resources reputation becomes almost the basic advantage in the struggle to attract investor, partner, and customer.” “RC index” is a logical response of national experts to the new challenges of the time” .
Iryna Filenko, the Director of “”PRT” Communication Group, admitted “In post-crises period the advantage is given to the companies which competently and technically manage their communication resources. We are sure, that RC-index will become a peculiar leading light for business and one more criteria that will enable to assess the efficiency of cooperation with CA on which it depends” .
More detailed information about the methodology and public research results is presented on the web-portal of RC index information partner – Liga-BusinessInform (http://lbi.liga.net/ratings).
