The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership

Reputation Monitoring

One definition of reputation often given is that it is what is said about you after you have left the room. Therefore, a valuable communications officer knows what is being said about the organization by its various stakeholders. Insights into what is being said about an organization can be garnered in several ways, under the umbrella of reputation monitoring.

Because public relations (PR) is about two-way communications, the PR department should have an ear to the ground and know what key stakeholders may be thinking or saying about the organization. Several means of reputation monitoring are available to today's communicator. Media monitoring is probably the first and oldest means available. A good communications department ...