Company A, a financial institution, grew and diversified in the late 1990s and early 2000s.
When recession and turmoil in the financial markets hit midway through 2007, it was forced to take rapid and drastic action in order to survive or potentially be acquired. This case study examines how Company A used media measurement and content analysis to gauge the impact in real time of the financial situation on its brand, reputation, and risk; to
provide regulators and other stakeholders with a factual description of the impact of the
news media on its reputation; and to provide guidance for communications strategy and
tactics to senior executives. This case also raises important methodological issues about
media analysis in general and, in particular, the use of automated media measurement
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