The increasing influence of the financial media in both the home and international markets makes understanding what is behind a journalist’s own view and the written word, critically important aspects of a Board’s intelligence. For any company wishing to communicate its key messages, the ability to understand how this will be received by the media is a critical part of the ongoing planning. Surprisingly few companies undertake qualitative tracking studies to assess the key media stakeholders’ understanding of a company’s performance, strategy and communication methodologies. The findings from this type of work allow a company’s management to understand where they fit in the media jungle and to manage the implications accordingly.