Evaluating Your Online Reputation
http://www.iabc.com/cwb/archive/2008/0208/Murphy.htm

Murphy, Allison and Howard Kaushansky
Communication World Bulletin
2008

Abstract:

One of the primary concerns of public relations practitioners is reputation management. Traditionally, PR professionals measured the perception of their brand, products or services through media coverage; whatever was written or broadcast about a company was viewed as indicative of public opinion. The Internet has vastly changed the dynamics of how communicators assess and evaluate public opinion.