Our Blog: where do you stand?

The Dark Side of Media Rankings

By: Christi Dixon | 06/05/2009

We've had our share of clients who rely on us to help position them in the best possible way with media that reach their influencers or target audiences. Oftentimes that includes an awards strategy, to be listed in the "Top 10" of this or the "Best of" that. As more media outlets embrace reader-, viewer- and listener-driven surveys, it's important that organizations be included on the short list. Seems like a straightforward approach.

Not so much. A recent post from Simpson Scarborough explores a dark side of media rankings, noting that the surveyed parties themselves have a strategy for advancing their respective higher ed rankings year over year. This practice calls into question the validity of the awards program, of course, but it also can tarnish the reputations of the winners, the "fast movers" and the media outlet itself. 

The real eyebrow-raiser for me is that I personally relied on these rankings from U.S. News and World Report as an uninformed teen; and I've honestly thought that I would reference them again as my daughters approach college. The seed of doubt has been planted.

If U.S. World and News Report is smart, they'll take a hard look at surveying, judging criteria and the validity of the information and take actions to reassure people who rely on the rankings. In the meantime, Clemson University might want to develop a reputation management plan of its own.

Posted in Public Relations, Reputation Management