The new organizational gatekeeper: Enhancing reputation management through data

Abstract

This research explores the role data plays in helping organizations manage their reputation. The results are based on 13 interviews with senior communications professionals within the private and public sectors across North America. The research results indicate how data-driven platforms and tools have altered the practice of reputation management. Respondents from across a spectrum of industries acknowledged the value of incorporating data-driven platforms into their communications strategies and day-to-day operations. The results also provide a practical framework informed by North American companies who are successfully using data analytics tools, platforms and knowledge to improve and enhance the communications function. This research study elaborates where further studies can examine best practices for utilizing data to both better inform communications management, but also elevate its status amongst business leaders.