When Chris Turnbull was brought aboard as Carilion’s manager of public relations in 2015, he wanted to put in place a system that would better capture Carilion’s media metrics. He wanted to be able to confidently measure Carilion’s reputation in the various communities that it served, and regularly report that sentiment to senior executives in the organization. He wanted to know definitively how Carilion was being perceived, locally and regionally, whether or not it was on the right path, and he wanted the data to evolve accordingly. More still, Turnbull wanted to be able to trust that his metrics were a good reflection of reality. The issue in the past had been that media monitoring reports were filled with too much noise. Because they are a healthcare provider, mentions in

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