Reputation dashboard: template and indicators
A reputation dashboard should inform decisions. It separates activities, observed signals and outcomes supported by evidence. Mention counts and automated scores cannot establish trust on their own.
Template preview
Download the template · CSV ↓| Objective | Indicator | Measurement level | Source/method | Period | Starting point | Observation | Limits | Decision/Action | Responsible |
|---|---|---|---|---|---|---|---|---|---|
| Understanding an announcement | Unsolved issues | Understanding | Qualitative analysis of issues | To be defined | To be determined | To be provided | Publics consulted to be specified | Complete FAQ if necessary | To be appointed |
| Check visibility in AIs | Relevant quotes on defined queries | Visibility observation | Documented sample: queries, language, engine, date | To be defined | To be determined | To be provided | Variable responses; limited sample | Check sources and correct gaps | To be appointed |
Connect each indicator to an objective
Define the starting point: do audiences understand a decision? Is there a factual error going on? Is expertise identified? Is a commitment recognized? Then choose the indicators and their sources.
The AMEC framework helps to distinguish assessment levels. Content production, exposure, understanding and effects are not interchangeable. The data must be accompanied by their method and limitations.
Interpret the evidence
Specify the time period, starting point, sample and person responsible for each indicator. A change in method can produce a variation without any real change in reputation. Automated tone scores require a qualitative review, especially for irony, languages and complex topics.
For GEO, document requests, languages, engines, dates and how to check citations. An IA response may vary from one test to another. The model does not recommend merging these observations into a universal ranking.
Use the dashboard to make decisions
Download the CSV, replace the examples and add the verified observations. The "decision / action" column is essential: if an indicator does not shed light on any choices, ask its usefulness.
Keep the information that explains a development. The dashboard can be used to correct content, deepen an investigation, prepare a response or adjust a priority. It must not attribute a commercial or institutional effect to the communication without proof.
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Sources and further reading
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↗Choosing your adviser
Media relations: how to assess an agency beyond its contact list
Assess a media relations agency through its understanding of the issue, the evidence it can help assemble and the quality of its editorial judgement. The size of a journalist database says little about those capabilities.
After 90 days: how should you evaluate your communications partner?
Use the 90-day review to compare objectives, outputs, working arrangements and early observable effects. It should produce decisions about what to continue, correct or stop, rather than treating activity as progress.