Media measurement and analysis may have been borne out of the concept of counting clips but, especially in this increasingly fragmented media landscape, painting a complete picture of your organization's reputation among each stakeholder group requires a far more complex combination of information. Patrick McCrummen, principal of the McCrummen Group, refers to this overall picture as "intelligence convergence," and he identifies the following two components:
Institutional Measures: Important reputational attributes measured against benchmarks over time.
Visibility Measures: Positive or negative brand impressions measured against sales and marketing data to improve ROI calculations.
Once they have this information, according to McCrummen, communications professionals can approach convergence, which is "layering data from multiple sources for a complete intelligence picture of public impression and expectation of your company."