LETTER: Ask stakeholders for their opinions

Monitoring coverage may provide an indication of how the media view a company, but key stakeholders are influenced by a wider range of drivers (Features, 4 April).

Better by far to go direct to key stakeholders and ask them about their perceptions. Leadership organisations have long employed comprehensive reputation measurement as the foundation of communication and engagement strategy.

Those who continue to measure reputation by media monitoring alone will struggle.

David Carter, account manager, ReputationInc

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