Alan Chumley joined research and polling firm Léger Marketing last November. Since then, he's assisted Terry Flynn of McMaster University on a first-of-its-kind study looking at the effect of PR on restoring the reputation of Maple Leaf Foods. He spoke to PRWeek about reputation measurement, and where they plan to take their Maple Leaf Foods research next.

What is changing in terms of reputation management?
The method from one company to the next of how they measure it is ...