Hi Everyone, As requested by the Council on Monday I attended the session on ICANN's reputational study. My report is below, let me know if there are any questions. Regards, Peter Wednesday April 10th, 12.30 - 13.30 ICANN Reputation Audit - Interim findings Goal: - Establishing a reputational baseline as ICANN's presence in the world expands. - What do we right, what wrong, what to improve. Part of a survey series 4 objectives - Imagine and reputation of ICANN (int. and ext. view) - Uncover perceptions with respect to the management team - Establish baseline metrics - Deliver evidence based insights and recommendations Reputation audit model (I3) based on: - Identity - Image - influence Methodology: - Start in Toronto - 14 senior internal stakeholders interviews - 25 External interviews - Data synthesized - Survey instrument based on that synthesis - 327 respondents - 525 media items analyzed and pushed through rating system Summary of results - Multi-stakeholder: very favorable - Internationalization, communication and new gTLD services have most room for improvement; big difference in perception between internal and external stakeholders. - Influencers (media etc.) are neutral in most categories which would lead externals to fall back to their own (biased perceptions) - Very favorable media coverage on the international aspects of ICANN by the media - Numbers are in general pretty low - 37% of internal and 40% of external stakeholders say that they are critical of ICANN - Media coverage is more or less 33% for unfavourable, favourable and neutral with a slight tendency towards positive - Trust and ethics rate higher amongst external stakeholders than internal stakeholders (54% thinks 'ICANN is a company I trust') - Very interesting (but too detailed to report) overview of the engagement perception: especially the order is essential - Is ICANN truly global? About 25% says yes - 61% does not think the ITU is an alternative - The perception on the new gTLD services is very poor. Both internal and external perception ratings hover around 65-70% Just Fair/Poor - Internal stakeholders find direct contact (meetings) most valuable communication channel for corp comm. External stakeholders prefer indirect channels (newsletters etc.) cid:image001.jpg@01CCF0BC.D352D240 Peter Van Roste General Manager CENTR - Belliardstraat 20, 1040 Brussels, Belgium tel +32 2 627 5550 - fax +32 2 627 5559 <http://www.centr.org> www.centr.org - twitter: centrnews
