What the Media Is Really Telling You About Your Brand

摘要: Media coverage is a key factor in creating company?s reputation, which has been shown to influence both operational and financial performance. Scorecard rankings are popular form of determining corporate reputations vis-a-vis competitors, yet many executives justifiably consider opinion-poll-style scorecards be little more than beauty contests. This article discusses two techniques for assessing media way that can inform management action: profiling communication about actions its products services, then examining the various facets an organization?s reputation profile. analysis specific words phrases people journalists use describe evaluate company. The authors illustrate results three exhibits visually reflect important aspects at glance: ?media salience,? shows prominence image, tone? ?coverage breakout,? outline different company reputation. Using example Apple Inc., show how immediately creates discussion informs action. It does so by unpacking ?message macrothemes,? such as profitability or service, into microthemes journalist uses discuss them. Focusing on quickly moves expansive language reputation. Executives public relations managers prioritize their responses scenarios. First, they should try protect enhance good message themes, address negative themes head-on. For mixed seek understand sides story.