The relationship with the different Odebrecht Business audiences occurs in the daily operations and at all organizational levels.
As of the second half of 2016, Odebrecht has been monitoring its reputation on a continuous basis, with the support of the Reputation Institute (RI). The RI methodology measures the company’s reputation in a score from 0 to 100, ranking it as poor (0 to 39), weak (40 to 59), moderate (60 to 69), strong (70 to 79), and excellent (80+).
In Brazil, the Reputation Institute annually releases the Brazil Reputation Pulse, a reputation survey in which hundreds of Companies are evaluated by more than 10 thousand people inquired through the internet.
Odebrecht Reputation Index in Brazil Reputation Pulse
MEDIA EXPOSURE QUALITY INDEX
For more than 15 years, Odebrecht has used the Media Exposure Quality Index (IQEM) to evaluate its image based on the presence of Businesses and Assets in the Brazilian and foreign media.
In 2016, the index was 3.2 points (on a scale of 0 to 10). This means that, throughout the year, 68% of the Group’s visibility in the press was negative. Subjects related to the Lava Jato (“Car Wash”) Operation accounted for 61% of the total content.
This result is lower than the previous year, when the IQEM was 5.2 points. The justification is the greater dissemination of news about the Lava Jato Operation, with leaks of the contents of plea bargains and speculations on the leniency agreement. Excluding the Lava Jato Operation from the analysis, the indicator rises to 7.0 in 2016. It should also be noted that the number of articles on Odebrecht increased by 63% in 2016, totaling 58,398 news articles.
IQEM and Visibility in 2016
Odebrecht companies integrate boards and committees and participate actively in discussions with the industry and trade associations, at the national and international level, as well as making external commitments that are relevant to sustainable development.
Odebrecht S.A. is a member or signatory of the following initiatives:
> Amcham (American Chamber of Commerce)
> Open Letter to Brazil on Climate Change
> Reputation Leaders Network
> Ethos Institute of Business and Social Responsibility
> Transparency International (TI)