The way the media covers your company can strongly affect its reputation. You can chart the overall tone of your company's media coverage by examining how the media reports on various, specific subjects --for example, financial performance or regulatory issues. Look at the volume of reporting on each topic and then also examine how much of that coverage is positive and how much dwells on the negative. Doing so will allow managers to pinpoint problem areas as well as recognize strong suits.
For more information on this topic is available at http://sloanreview.mit.edu/smr/issue/2008/spring/11/