"A work tool of strategic importance"

ITAÚ CASE

“MídiaB’s image auditing offers us valuable information on how public opinion is impacted by the daily media coverage about Itaú-Unibanco bank”, states Paulo Marinho, corporate communications manager of one of world’s largest banks and an associate of the Reputation Institute.

The bank’s media relations sector, headed by Marinho, uses MídiaB’s reports to monitor which publications – newspapers and magazines – and which issues covered by the media contribute positively or negatively to the institution’s public image.

“Image auditing has become a work tool of strategic importance in decision making not only at communications level, but also for corporate governance as a whole.” emphasizes Marinho, who is a specialist on the subject. And he adds: “Corporate communication with no image auditing is like navigating in thick fog”.

“Image auditing analysis gives us valuable information on how public opinion about Itaú-Unibanco bank is daily influenced by the media,” says Marinho. He believes “the media, as a former of public opinion, is the most important among several factors that build our reputation”.