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Public Sector Reputation Index 2017

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Reputation matters for the public sector. A positive reputation:

  1. Leads to better public engagement, and a greater willingness to accept changes in services and policy
  2. Maximises the opportunity for agencies to change behaviour; for example, to encourage us to save for retirement, insulate our homes, drive safely, or adopt healthier lifestyles
  3. Makes an organisation more resilient when things go wrong – people are more likely to view adverse events as one-off occurrences.

 

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Scroll down to see which agencies in New Zealand have the strongest reputations

2016

In 2016 Colmar Brunton launched the Public Sector Reputation Index. This was in response to an increasing demand from our clients to understand how they are perceived in relation to others.

2017

We have repeated the research in 2017 providing public sector agencies with the opportunity to see how their reputation has changed over the past 12 months. In addition, we have expanded the list of agencies included in the survey from 31 to 39, and there are some new entrants in the top 10.

SURVEY DESIGN

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The survey uses the global RepZ framework tailored to the public sector, with each agency’s reputation indexed against the others (the average score is 100).

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Standardised reputation attributes and advocacy asked across 39 leading public sector organisations.

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2,000 online interviews conducted from 23 November to 13 December 2016.

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Nationally representative sample by age, gender, household size, income, ethnicity, and region.

THE MODEL

Based on the global RepZ framework, the index uses four pillars to measure an organisation’s reputation.

pillars

A number of attributes sit under the four pillars. These pillars are of almost equal importance in determining reputation.

Leadership/ success

– Is a successful and well run organisation
– Is a forward looking organisation
– Attracts and retains top talented staff
– Is easy to deal with in a digital environment
– Contributes to economic growth
– Anticipates future trends and opportunities
– Adapts quickly to change
– Has a long term perspective

Fairness

– Deals fairly with people regardless of their
background or role
– Treats their employees well

Social responsibility

– Honours the principles of the Treaty of Waitangi
– Is a positive influence on society
– Behaves in a responsible way towards the environment

Trust

– Is open and transparent
– Is trustworthy
– Listens to the public’s point of view
– Can be relied upon to protect individuals’
personal information
– Communicates clearly and consistently
– Uses taxpayer money responsibly
– Provides effective services
– Understands customers’ needs

THE MODEL

Based on the global RepZ framework, the index uses four pillars to measure an organisation’s reputation.

pillars

A number of attributes sit under the four pillars. These pillars are of almost equal importance in determining reputation.

Hover over the pillars below to see the attributes.

Leadership/success

Fairness

Social responsibility

Trust

REPUTATION SCORES

A score of 100 is average. A score of 95 and below is considered weak, while a score of 105 or higher is considered strong.

The following agencies have above average RepZ scores.

Agency

RepZ Change since 2016
New Zealand Fire Service 129 1
Maritime New Zealand 111 0
Department of Conservation 110 1
Energy Efficiency and Conservation Authority 109 3
Civil Aviation Authority of New Zealand 108 1
New Zealand Customs Service 107 7
New Zealand Defence Force 107 n/a
Statistics New Zealand 107 3
Reserve Bank of New Zealand 107 0
Sport and Recreation New Zealand 107 n/a
Commission for Financial Capability 106 1
Office of Film and Literature Classification 106 n/a
New Zealand Police 106 4
Broadcasting Standards Authority 104 2
Ministry for the Environment 104 1
Office of the Privacy Commissioner 104 n/a
Department of Internal Affairs 103 2
Ministry of Business, Innovation and Employment 103 6
Serious Fraud Office 102 n/a
The Treasury 102 4
Ministry for Culture and Heritage

101 n/a

TOP 10 AGENCIES

The top 10 demonstrate strength across all reputation pillars, albeit some have relative strengths.

Agency RepZ Leadership/ success Fairness Social responsibility Trust
New Zealand Fire Service 129 125 130 128 133
Maritime New Zealand 111 110 109 113 111
Department of Conservation 110 109 106 116 109
Energy Efficiency and Conservation Authority 109 110 108 109 109
Civil Aviation Authority of New Zealand 108 109 107 106 110
New Zealand Customs Service 107 108 107 107 109
New Zealand Defence Force 107 106 109 107 107
Statistics New Zealand 107 108 107 105 108
Reserve Bank of New Zealand 107 110 106 104 108
Sport and Recreation New Zealand 107 106 107 108 105

Global comparison: The top 10% of commercial brands achieve RepZ scores above 105.

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REPUTATION SCORES

A score of 100 is average. A score of 95 and below is considered weak, while a score of 105 or higher is considered strong.

The following agencies have above average RepZ scores.

Agency

RepZ Change since 2016

New Zealand Fire Service

129

1

Maritime New Zealand

111

0

Department of Conservation

110

1

Energy Efficiency and Conservation Authority

109

3

Civil Aviation Authority of New Zealand

108

1

New Zealand Customs Service

107

7

New Zealand Defence Force

107

n/a

Statistics New Zealand

107

3

Reserve Bank of New Zealand

107

0

Sport and Recreation New Zealand

107

n/a

Commission for Financial Capability

106

1

Office of Film and Literature Classification

106

n/a

New Zealand Police

106

4

Broadcasting Standards Authority

104

2

Ministry for the Environment

104

1

Office of the Privacy Commissioner

104

n/a

Department of Internal Affairs

103

2

Ministry of Business, Innovation and Employment

103

6

Serious Fraud Office

102

n/a

The Treasury

102

4

Ministry for Culture and Heritage

101

n/a

TOP 10 AGENCIES

The top 10 demonstrate strength across all reputation pillars, albeit some have relative strengths.

Agency

RepZ Leadership/
success
Fairness Social responsibility Trust

New Zealand Fire Service

129

125

130

133

Maritime New Zealand

111

110

109

111

Department of Conservation

110

109

106

109

Energy Efficiency and Conservation Authority

109

110

108

109

Civil Aviation Authority of New Zealand

108

109

107

110

New Zealand Customs Service

107

108

107

109

New Zealand Defence Force

107

106

109

107

Statistics New Zealand

107

108

107

108

Reserve Bank of New Zealand

107

110

106

108

Sport and Recreation New Zealand

107

106

107

105

Global comparison: The top 10% of commercial brands achieve RepZ scores above 105.

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REPUTATION SCORES

A score of 100 is average. A score of 95 and below is considered weak, while a score of 105 or higher is considered strong.

The following agencies have above average RepZ scores.

Agency

RepZ Change since 2016

New Zealand Fire Service

129 1

Maritime New Zealand

111 0

Department of Conservation

110 1

Energy Efficiency and Conservation Authority

109 3

Civil Aviation Authority of New Zealand

108 1

New Zealand Customs Service

107 7

New Zealand Defence Force

107 n/a

Statistics New Zealand

107 3

Reserve Bank of New Zealand

107 0

Sport and Recreation New Zealand

107 n/a

Commission for Financial Capability

106 1

Office of Film and Literature Classification

106 n/a

New Zealand Police

106 4

Broadcasting Standards Authority

104 2

Ministry for the Environment

104 1

Office of the Privacy Commissioner

104 n/a

Department of Internal Affairs

103 2

Ministry of Business, Innovation and Employment

103 6

Serious Fraud Office

102 n/a

The Treasury

102 4

Ministry for Culture and Heritage

101 n/a

TOP 10 AGENCIES

The top 10 demonstrate strength across all reputation pillars, albeit some have relative strengths.

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Global comparison: The top 10% of commercial brands achieve RepZ scores above 105.

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TOP 10 AGENCIES FOR EACH PILLAR

Explore the tabs below to view the rankings for each pillar.

Top 10 – Leadership/success

Agency

2017 2016

New Zealand Fire Service

125

124

Maritime New Zealand

110

108

Reserve Bank of New Zealand

110

110

Energy Efficiency and Conservation Authority

110

113

Department of Conservation

109

110

Civil Aviation Authority of New Zealand

109

110

Statistics New Zealand

108

111

New Zealand Customs Service

108

114

Commission for Financial Capability

107

108

New Zealand Defence Force

107

n/a

The results (across all agencies) for the attributes which determine leadership/success are detailed below. Each bar shows the proportion of people who agreed with the statement.

Attribute benchmarks – percentage agree across the NZ public sector

LEADERSHIP/SUCCESS

Attribute

Score Importance to Pillar (Rank)

Communicates clearly and consistently

4.3

1

Is open and transparent

4.1

2

Is trustworthy

4.4

3

Listens to the public's point of view

4.1

4

Understands customers' needs

4.2

5

Can be relied upon to protect individuals' personal information

4.4

6

Uses taxpayer money responsibly

4.2

7

Provides effective services

4.4

8

Top 10 – Fairness

Agency

2017 2016

New Zealand Fire Service

130

128

New Zealand Defence Force

109

111

Reserve Bank of New Zealand

109

n/a

Energy Efficiency and Conservation Authority

108

110

Civil Aviation Authority of New Zealand

107

108

Statistics New Zealand

107

110

Sport and Recreation New Zealand

107

n/a

Office of Film and Literature Classification

107

n/a

New Zealand Customs Service

107

114

Commission for Financial Capability

107

109

The results (across all agencies) for the attributes which determine fairness are detailed below. Each bar shows the proportion of people who agreed with the statement.

Attribute benchmarks – percentage agree across the NZ public sector

FAIRNESS

Attribute

Score Importance to Pillar (Rank)

Treats their employees well

4.4

1

Deals fairly with people regardless of their background or role

4.4

2

Top 10 – Social responsibility

Agency

2017 2016

New Zealand Fire Service

128

Department of Conservation

117

Maritime New Zealand

112

Energy Efficiency and Conservation Authority

112

Sport and Recreation New Zealand

n/a

New Zealand Police

111

New Zealand Customs Service

114

New Zealand Defence Force

n/a

Ministry for the Environment

105

The results (across all agencies) for the attributes which determine social responsibility are detailed below. Each bar shows the proportion of people who agreed with the statement.

Attribute benchmarks – percentage agree across the NZ public sector

SOCIAL RESPONSIBILITY

Attribute

Score Importance to Pillar (Rank)

Honours the principles of the Treaty of Waitangi

4.4

1

Behaves in a reponsible way towards the environment

4.4

2

Is a positive influence on society

4.4

3

Top 10 – Trust

Agency

2017 2016

New Zealand Fire Service

133

133

Maritime New Zealand

111

112

Civil Aviation Authority of New Zealand

110

111

Department of Conservation

109

110

Energy Efficiency and Conservation Authority

109

113

New Zealand Customs Service

109

117

Statistics New Zealand

108

111

Reserve Bank of New Zealand

108

108

Office of Film and Literature Classification

108

n/a

The results (across all agencies) for the attributes which determine trust are detailed below. Each bar shows the proportion of people who agreed with the statement.

Attribute benchmarks – percentage agree across the NZ public sector

TRUST

Attribute

Score Importance to Pillar (Rank)

Is open and transparent

4.1

1

Listens to the public's point of view

4.1

2

Communicates clearly and consistently

4.3

3

Use taxpayer money responsibly

4.2

4

Understands customers' needs

4.2

5

Is trustworthy

4.4

6

Provides effective services

4.4

7

Can be relied upon to protect individuals' personal information

4.4

8

TOP 10 AGENCIES FOR EACH PILLAR

Explore the tabs below to view the rankings for each pillar.

Top 10 – Leadership/success

Agency 2017 2016
New Zealand Fire Service 125 124
Maritime New Zealand 110 108
Reserve Bank of New Zealand 110 110
Energy Efficiency and Conservation Authority 110 113
Department of Conservation 109 110
Civil Aviation Authority of New Zealand 109 110
Statistics New Zealand 108 111
New Zealand Customs Service 108 114
Commission for Financial Capability 107 108
New Zealand Defence Force 107 n/a

The results (across all agencies) for the attributes which determine leadership/success are detailed below. Each bar shows the proportion of people who agreed with the statement.

Attribute benchmarks – percentage agree across the NZ public sector

LEADERSHIP/SUCCESS

Attribute

Score Importance to Pillar (Rank)

Communicates clearly and consistently

4.3

1

Is open and transparent

4.1

2

Is trustworthy

4.4

3

Listens to the public's point of view

4.1

4

Understands customers' needs

4.2

5

Can be relied upon to protect individuals' personal information

4.4

6

Uses taxpayer money responsibly

4.2

7

Provides effective services

4.4

8

Top 10 – Fairness

Agency 2017 2016
New Zealand Fire Service 130 128
Maritime New Zealand 109 111
New Zealand Defence Force 109 n/a
Energy Efficiency and Conservation Authority 108 110
Civil Aviation Authority of New Zealand 107 108
Statistics New Zealand 107 110
Sport and Recreation New Zealand 107 n/a
Office of Film and Literature Classification 107 n/a
New Zealand Customs Service 107 114
Commission for Financial Capability 107 109

The results (across all agencies) for the attributes which determine fairness are detailed below. Each bar shows the proportion of people who agreed with the statement.

Attribute benchmarks – percentage agree across the NZ public sector

FAIRNESS

Attribute

Score Importance to Pillar (Rank)

Treats their employees well

4.4

1

Deals fairly with people regardless of their background or role

4.4

2

Top 10 – Social responsibility

Agency 2017 2016
New Zealand Fire Service 128 128
Department of Conservation 116 117
Maritime New Zealand 113 112
Energy Efficiency and Conservation Authority 109 112
Sport and Recreation New Zealand 108 n/a
New Zealand Police 108 111
New Zealand Customs Service 107 114
New Zealand Defence Force 107 n/a
Ministry for the Environment 107 105

The results (across all agencies) for the attributes which determine social responsibility are detailed below. Each bar shows the proportion of people who agreed with the statement.

Attribute benchmarks – percentage agree across the NZ public sector

SOCIAL RESPONSIBILITY

Attribute

Score Importance to Pillar (Rank)

Honours the principles of the Treaty of Waitangi

4.4

1

Behaves in a reponsible way towards the environment

4.4

2

Is a positive influence on society

4.4

3

Top 10 – Trust

Agency 2017 2016
New Zealand Fire Service 133 133
Maritime New Zealand 111 112
Civil Aviation Authority of New Zealand 110 111
Department of Conservation 109 110
Energy Efficiency and Conservation Authority 109 113
New Zealand Customs Service 109 117
Statistics New Zealand 108 111
Reserve Bank of New Zealand 108 108
Office of Film and Literature Classification 108 n/a

The results (across all agencies) for the attributes which determine trust are detailed below. Each bar shows the proportion of people who agreed with the statement.

Attribute benchmarks – percentage agree across the NZ public sector

TRUST

Attribute

Score Importance to Pillar (Rank)

Is open and transparent

4.1

1

Listens to the public's point of view

4.1

2

Communicates clearly and consistently

4.3

3

Use taxpayer money responsibly

4.2

4

Understands customers' needs

4.2

5

Is trustworthy

4.4

6

Provides effective services

4.4

7

Can be relied upon to protect individuals' personal information

4.4

8

ADVOCACY

People are twice as likely to speak highly of organisations with a strong reputation.

megaphone

I would speak highly of them

Weak reputation

(95 and below)

23%

Average reputation

28%

Strong reputation

(105 and above)

46%

Reputation scores are positively related to advocacy. Organisations with a strong reputation will experience greater support and social licence to operate.

MEDIA COVERAGE

Being on the front foot in terms of communications is essential to an agency’s reputation. Negative media coverage outweighs positive coverage for those agencies with a weak reputation. In contrast, most media coverage is positive for agencies with a strong reputation.

media

Weak reputation

(95 and below)

donut1

Average reputation

donut1

Strong reputation

(105 and above)

donut1

Positive media coverage

Both positive and negative

Negative media coverage

MEDIA COVERAGE

 

Being on the front foot in terms of communications is essential to an agency’s reputation. Negative media coverage outweighs positive coverage for those agencies with a weak reputation. In contrast the majority of media coverage is positive for agencies with a strong reputation.

Weak Reputation

(95 and below)

Average Reputation

(100)

Strong Reputation

(105 and above)

Positive media coverage

Both positive and negative

Negative media coverage

FURTHER INFORMATION

Please contact:

media

Edward Langley

04 913 3051

Jocelyn Rout

09 919 9212

Michael Dunne

04 913 3004