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VT4 Framework of Organizational Media Salience

The VT4 Framework describes five dimensions of media salience for organizations. An organization’s media salience has been understood as the depth of news coverage an organization receives, measured in terms of contents (number of words, sentences, paragraphs, or total news reports) or media recall (how much audiences recall hearing or reading about an organization in the news). Media salience is important because it has been found to be related to a number of performance measures important for organizations, including corporate reputation and financial performance. For corporate reputation, media salience has been linked to overall reputation scores (both positively and negatively) and individual dimensions such as public prominence and public esteem. The five dimensions are (1) volume, (2) tone, (3) topics, (4) ties, and (5) timing. ...

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