The evaluation of PR on the Internet

Reputation analysis is a well‐established practice applied to conventional news outlets (press, radio and television) through media evaluation, and to stakeholders direct through opinion and behavioural research. The media evaluation side of such integrated research permits organisations to measure and track issues, messages, media titles/programmes, third‐party sources and much else besides, and to illuminate and guide their communications programmes with key stakeholders. The Internet, effectively an immense and influential publishing forum based on new technology, is as amenable to similar intelligence‐gathering and evaluation procedures as the traditional media. This process has taken on extra importance now that the power to communicate widely has come into the hands of individuals and small groups, joined across geographical boundaries and time zones as virtual communities.