What the media is really telling you about your brand

Massachusetts Institute of Technology
Publication Type:
Journal Article
MIT Sloan Management Review, 2008, 49 (3), pp. 28 - 34
Issue Date:
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An important but often overlooked aspect of executive leadership is the creation of a good corporate reputation and the use of this asset to enhance organizational performance. There is accumulating evidence that a company's reputation influences both its operational and financial performance. Because corporate reputations reside in the heads of people rather than as tangible assets, one of the key factors determining the various reputations of a company is the coverage it receives in the media. The power of the media comes from its reach and prominence, its role in certifying some companies as legitimate and important players in the market and peoples beliefs that it has superior access to information and expertise in evaluating companies. In this way, what the media says has a real impact on the business fortunes of companies.
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