Measurement helps identify friends and enemies, strengths and weaknesses. After a crisis is over, you need to build your credibility back with words and deeds, and these are best communicated through third-party endorsements. A good measurement program will have identified those third parties.

Additionally, a measurement program can identify how specific publics have responded, and which issues are most important. By revisiting those specific publics and taking action to restore their confidence, you can better repair a reputation. —KDP