Google Wins the Reputation Sweepstakes

/*title: 谷歌赢得最佳声誉*/
Translator: Snail，Frank
Checker: Snail

Google may have some quirky ideas about company-sponsored day care, but an eccentric policy here and there will probably do little to dent the Internet giant’s sterling reputation.

谷歌对公司赞助的日间打理可能会有一些诡诈的想法，但是各处古怪的政策对削弱这个网络巨人的声誉所起的作用可能不大。

In a new survey of public opinion, Google ranked No. 1 among the 150 largest corporations in America in corporate reputation, whose crucial elements include perceptions of a company’s products and services, innovation prowess, leadership qualities and citizenship.

在一次新的民意调查中，谷歌的企业声誉方面在美国最大的150个企业中排名第一，它排名第一的决定性要素包括对公司的产品和服务的认知，技术革新，领导才能和公民权。

These image assets, are extremely valuable in the currency of corporate credibility in policy debates or when explaining its actions to the public, said Anthony Johndrow, a managing director of the Reputation Institute, a consulting firm that developed the survey. Increasingly, Google has to do that in realms ranging from privacy to telecommunications policy to antitrust.

声誉研究所负责人Anthony Johndrow表示，在有关企业政策的讨论和企业就其行为向公众做出解释时，这种良好的公众形象就显得尤为重要，并且是一笔宝贵的资产。不过，谷歌需要在隐私保护、电信政策和反垄断方面做出更多的努力。

“Given the public esteem that Google enjoys, it is going to get the benefit of the doubt, time and again when things come up,” said Mr. Johndrow.

Johndrow说：“由于谷歌享有公众的广泛尊重，因此它可以利用这一优势获得利益。”

This is the third year the consulting group has conducted the poll, a survey of more than 25,000 people, but it is the first time Google has been included. In 2007, Google’s continued rapid growth pushed the Silicon Valley company into the top 150 companies, based on annual revenue.

这是声誉研究所连续第三年发布此类调查报告，同时也是第一次将谷歌纳入调查范围。2007年，谷歌凭借连续数年的快速增长跻身美国150大企业之列。

“Google is in the great place of giving away its core product — a service of enormous utility — for free,” Mr. Johndrow observed. “People understand that Google is making a lot of money, but their view is, ‘Well, that’s fine because they’re not making it on me.’”

Johndrow表示：“谷歌的核心产品—免费提供的多项服务—给公众留下的印象非常好。人们知道，谷歌依靠其服务赚了很多钱，但他们认为：没关系，这钱又不是从我兜里掏出去的。”

Yet products and services, Mr. Johndrow notes, are only one ingredient in a company’s reputation. Other factors, he said, are also important, and becoming more so, like corporate citizenship (”supports good causes and does not harm the environment”), governance (”behaves ethically and is open and transparent in its business dealings”) and workplace (”treats its employees well”). Google ranked at the top in those three categories as well as its reputation for being an innovator.

然而Johndrow注意到，产品与服务只是声誉调查的一部分。除此之外，还有一些因素非常重要，甚至越来越重要，例如企业的公民责任（支持良好的事业，不破坏环境）、管理（行为符合伦理道德标准，商业行为公开透明）和工作场所（员工待遇优厚）。在这三个方面的调查中，谷歌均名列榜首。同时，谷歌还在企业创新性的调查中排名第一。

The biggest technology companies, it seems, are all pretty well regarded by the public. All of them placed in the top half of the 150 companies. At reputational rock bottom? Halliburton ranked 150, while Countrywide Financial, the troubled mortgage lender, was 149.

大型科技公司的企业声誉都算不错，因为它们均排名这份榜单的前75位。而排名最末的是油田服务供应商哈利伯顿公司（Halliburton），而陷入危机的全美最大次级房贷公司Countrywide Financial排名倒数第二。