Vertical study of online reputation tools to measure public relations and communication activity

Abstract

Introduction: Since the 1960s the interest in measuring the function of public relations and corporate communication has noticeably increased, thus the emergence of proposals for measurement indicators simply followed suit. Some models that explored this activity have focused on analyzing the relationships established between an organization and its publics, while others have explored the concept of corporate reputation. Currently, this function is also monitored in social networks. Method and Analysis: The present study has delved into the structure of online reputation metrics listed by famous market research company Forrester that regularly publishes the state of the art for these types of tools (Liu, 2020; 2021). Delving further into previous descriptive research (Cuenca Fontbona, Matilla & Compte-Pujol, 2016), a descriptive study has been carried out of the websites of the organisations offering these metrics or "social listening platforms". Additional primary data has been collected through qualitative semi-structured interviews with communication professionals (N=180) from Lithuania in organizations of various sectors, in order to explore the level of awareness, adoption and usefulness of these online measurement tools for strategic decision making. Results: It can be firmly claimed that all these digital monitors stem from a tradition set on the construct of reputation, while relationships, the very essence of the public relations profession, are excluded. Besides, there is an enormous confusion of terminology and criteria about the variables used; the lack of a universally valid instrument is evident. The value proposition includes some type of exercise related to public relations and corporate communication, yet the “online” corporate reputation metrics fail to encompass the extensive multidisciplinary area of ​​action that these disciplines display. Conclusion: Although the management of intangible resources is a benchmark, these tools only provide quantitative information about the reputational image of a single stakeholder: consumers/customers, focusing on drivers related to the marketing and commercialization of the company’s products. Thus, they fail to provide comprehensive information on the reality of an organization’s corporate reputation.