Media coverage is a key factor in building the company's reputation, which has been shown to influence the operating and financial performance. Scorecard rankings are a popular form of corporate reputation definition Vis-to competitors, but many executives are reasonably consider opinion-poll-style figures to be little more than a beauty contest. This article discusses two methods for assessing media coverage in a way that can inform management action: communication profiling the media about the company and its products and services, and then to study the various aspects of media profile reputation. Media profiling analysis of specific words and phrases that people and journalists use to describe and evaluate the company. The authors illustrate the use of the media profiling results in three pieces, which visually represent important aspects of corporate reputation at first sight: "media value" which features prominent media company's image, and "media tone" and "reach a breakthrough" which outline various aspects of the company's reputation. "Hide
by Graham R. Dowling, Warren Weeks Source: MIT Sloan Management Review 9 pages. Publication Date: April 1, 2008. Prod. #: SMR277-PDF-ENG
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