Reputational drivers are concepts that contribute to your brand’s public perception. They are overarching ideas like workplace environment, thought leadership, and innovation that can’t easily be defined by a few keywords.
Because of their nebulous nature, reputational drivers are difficult to extract from the context of your coverage. But when measured accurately and consistently, they demonstrate your team’s contribution to the high-level reputational goals your company cares about, prove the business impact of communications, and guide your messaging strategy.
Reputational drivers can also be compared across the industry to truly understand your brand perception relative to that of your competitors and give you important brand reputation benchmarks in case of a PR crisis.
Check out the video below to learn more about why you need to move beyond just keywords, impressions, and social sharing counts in your media analysis program to establish a reputational driver measurement framework.