Evidence-based reputation

From retrospective analysis to real-time evidence

This verificational approach, supported by advances in artificial intelligence and particularly in the automatic reading and comprehension of text, makes it possible to take decisions based on solid evidence of the organisation's comparative performance. But implementing it required overcoming significant technical obstacles.

Traditional reputation analysis systems operated with critical time lags. Reports arrived weeks after perceptions had already formed, making any effective intervention impossible. On top of this, the volume of information to be processed — thousands of daily mentions across press, radio, television and digital media — made exhaustive manual analysis unworkable.

Organisations needed to answer fundamental questions in real time: what is being said about us right now? What facts, positions and perceptions are influencing our reputation at any given moment? How do we compare with our competitors? What impact are our communications activities having? Without immediate answers, communications strategies operated in the dark, always reacting belatedly to public conversations that had already moved on.

RADART uses Neurosymbolic AI technologies — natural language processing, entity extraction and knowledge graphs — to analyse organisational reputation in media in real time. The system can process more than 10,000 media sources per day worldwide, extracting, analysing and relating information from open and closed sources as it is published.

RADART features a dashboard that integrates dynamic visualisations with a flexible querying system. Communications managers can:

• Monitor the evolution of their measurement indices in real time.
• Identify what is being talked about, how it is being discussed and in which media.
• Determine what coverage they are receiving and what impact their actions are having.
• Make informed decisions whilst conversations are still active.

The system enables the permanent measurement of key communications indicators — but more importantly, it makes it possible to act on the facts, positions and perceptions that are influencing reputation at any given moment, and with it, the business.

Neurosymbolic AI applied to reputational intelligence

RADART integrates multiple artificial intelligence capabilities into a coherent system designed specifically for reputational analysis:

• Knowledge representation through ontological design and modelling that structures the complete domain of reputation management.
• Generation of discovery, exploration and querying systems through the knowledge graph.
• Dynamic visualisations of explicit and implicit knowledge graphs that reveal hidden patterns.
• Automatic entity identification and extraction for augmented text reading.
• Continuous metadata enrichment that improves the precision of analysis.
• Automatic content classification according to customisable taxonomies.
• Identification and consolidation of the implicit knowledge graph within unstructured repositories.
• Automatic translation services that extend coverage to international media.

Natural language processing enables the automatic reading and comprehension of texts, identifying not only what is being said, but how it is being said and what it implies. Entity extraction recognises relevant people, organisations, places and concepts, whilst sentiment analysis determines the emotional valence of each mention.

Knowing what is being said the moment it is said

RADART transforms reputation management from a reactive discipline into a proactive strategic capability. Organisations that use it do not wait for monthly reports to find out how the public perceives them — they know their comparative reputational position at any given moment and can act whilst conversations are still live.

This immediacy is especially critical in crisis situations. When a negative narrative begins to take shape, every hour counts. RADART enables organisations to identify emerging crises before they amplify, understand what is driving them and which channels they are spreading through. The organisation can intervene with precision on the root causes, not on isolated symptoms discovered too late.

Continuous measurement of key indicators makes it possible to evaluate the real impact of communications activity in near real time. If a campaign is not generating the desired effect, the organisation can adjust its strategy immediately rather than waiting weeks to discover it has invested resources in the wrong direction.

The tangible benefits include:

• Analytical interoperability: The ability to integrate and relate data from multiple heterogeneous sources whilst maintaining semantic coherence.
• Unified access: All reputational information accessible from a single query point.
• Real-time comparative analysis: Constant reputational positioning relative to competitors and sector benchmarks.
• Verified decisions: Every communications action grounded in evidence drawn from thousands of automatically processed sources.
• Strategic agility: The ability to pivot communications strategies based on continuously updated data.

Ultimately, RADART brings the concept of evidence-based reputation to life: organisations are no longer managing past perceptions — they are intervening in the present conversations that are shaping their future reputation.