Measuring Media Reputation

Abstract

This study tested the construct validity and predictive power of seven measures of media reputation, which is the overall evaluation of the media coverage of a firm. The test was based on a content analysis of 2,817 news articles about nine large U.S. food companies from 2007 to 2011. The measures of media reputation had a high convergent validity, but only a few of them had significant correlations with corporate reputation. Various measures had different predictive powers for corporate reputation, and a measure combining media favorability and media visibility had a higher predictive power than other measures only focusing on media favorability.