When 1+1≠2: Upgrading Media Analysis to See Beyond Face Value

Measuring the complete footprint of a company's reputation in an exceedingly fragmented media environment is no easy task. However, thanks to emerging technologies and innovations within organizations across all industries, new media analysis techniques are entering communications executives' radars and pushing the "same old" measurement approaches into a new frontier--and for good reason. "Media tracking is mission critical. It's central to reputation management, especially when you find you're not in control of your message because of [things like] bloggers and Twitter," says Scott Krugman, vice president of public relations for the National Retail Federation, "Monitoring the message is also important. In terms of media tracking, we use it for media training purposes.

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