Researchers have developed multiple measures to assess media reputation as a driving force of corporate reputation. This study compared five measures that have been used to examine the seven attributes of media reputation. These five measures of media reputation have different fundamental assumptions such as linearity, inclusion of neutral tone items, and negative items. A content analysis of 2,817 news articles regarding nine big food corporations revealed significant differences in the media reputation attribute scores between elite national newspapers and local newspapers using the five measures. The findings indicate that these measures cannot substitute for one another, and using elite national newspapers versus local newspapers would lead to significantly different assessments of media reputation.

研究人员已经开发出多种方法来评估媒体声誉作为企业声誉的推动力。这项研究比较了用于检查媒体声誉的七个属性的五种方法。这五种衡量媒体声誉的指标具有不同的基本假设，例如线性，中性色调项目和否定项目。对涉及九家大型食品公司的2,817条新闻文章的内容分析显示，使用这五种方法，国家级精英报纸和当地报纸在媒体声誉属性得分上存在显着差异。调查结果表明，这些措施不能相互替代，使用国家级的精英报纸与地方的报纸会导致对媒体声誉的评估大相径庭。