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LA MEDIA REPUTATION DELL’IMPRESA E SUA MISURAZIONE

Occasione più ghiotta non poteva capitarmi se non di avere tra le mani il recente volume pubblicato da Roberto Paolo Nelli e Paola Bensi dal titolo:
La Media Reputation dell’Impresa e la sua Misurazione – Ed Vita e Pensiero 2009
Sottotitolo: Un’esperienza di applicazione della media coverage analysis in Italia
Già nel 2003 gli stessi autori avevano pubblicato un volume dal titolo propedeutico al primo: L’impresa e la sua reputazione.
Come dire in un primo lavoro si sono cimentati nel problema generale della Reputazione d’Inpresa, per poi avanza con maggiore specificità più recentemente.
Va da sé che abbia colto questa occasione per confrontarmi e domandarmi quali argomenti potessero aiutarci reciprocamente. Soprattutto dopo l’esperienza del convegno del 18 Maggio scorso che ho organizzato in Università Cattolica con soddisfazione di molti e notevole partecipazione di rappresentanti d’impresa.
La prima considerazione che mi è venuta spontanea, leggendo il libro citato all’inizio è che sull’argomento della Reputazione d'impresa  sia ancora lontano qualsiasi terreno comune di interpretazione. La considerazione non è di poco conto.
Dalla mia esperienza ho consolidato il convincimento che la reputazione d’impresa diventi un problema di Comunicazione se analizzata da Comunicatori, siano essi studiosi o professionisti della comunicazione, oppure un problema d’Impresa se considerata da chi si occupa, come il sottoscritto di problemi d’impresa. Apparentemente un ossimoro.
A me sembra strano che non vi sia una obiettività di approccio agli studi della Reputazione d’impresa. Vero è che una qualche convergenza gli autori Nelli-Bensi la evidenza quando si pongo il problema concreto di metodo della valutazione della Reputazione d’impresa. Peccato che lo facciano partendo dalla misura della copertura dei media ai quali si fa riferimento. Come dire che per imparare a misurare la Reputazione occorre cominciare dalla Media Coverage Analysis. Ottimo spunto per riparlarne più a fondo nel prossimo Post.

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