Public Sector Reputation Index 2017
Reputation matters for the public sector. A positive reputation:
- Leads to better public engagement, and a greater willingness to accept changes in services and policy
- 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
- Makes an organisation more resilient when things go wrong – people are more likely to view adverse events as one-off occurrences.
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
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).
Standardised reputation attributes and advocacy asked across 39 leading public sector organisations.
2,000 online interviews conducted from 23 November to 13 December 2016.
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.
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.
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.
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 |
| 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.
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.
- Agencies with above average RepZ scores
- Click here to see the top 10 agencies’ scores on the four pillars
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.
Global comparison: The top 10% of commercial brands achieve RepZ scores above 105.
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 | ||
| Department of Conservation | ||
| Maritime New Zealand | ||
| Energy Efficiency and Conservation Authority | ||
| Sport and Recreation New Zealand | ||
| New Zealand Police | ||
| New Zealand Customs Service | ||
| New Zealand Defence Force | ||
| Ministry for the Environment |
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 | 1 | |
Behaves in a reponsible way towards the environment | 2 | |
Is a positive influence on society | 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 | 1 | |
Behaves in a reponsible way towards the environment | 2 | |
Is a positive influence on society | 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.
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.
Weak reputation
(95 and below)
Average reputation
Strong reputation
(105 and above)
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
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