This type of corporate PR is particularly crucial for companies experiencing a problem with reputation, or wanting to refresh their positioning with a new image. In both cases it makes sense to assess the reputation of the company with specific stakeholders and publics, and possibly with the public at large. In reputation audits, our team has surveyed consumers as well as state officials whose views could be decisive for solving specific problems and achieving corporate objectives. The information collected during a reputation audit is valuable - sometimes unexpected, and always helps a company understand its position. This enables effective resolution of the problem, and adjustment or adaptation of the position to better meet corporate objectives in the future.