The institutional problem
Reputation forms through scattered signals, and the institution usually finds out after the narrative has already become an issue.
Institutional Image Management
Know what is being said — before it becomes an issue
An early-warning and decision-support system for government bodies and strategic institutions.
Turns scattered public discourse into a live reputation and risk command centre — from reacting to anticipating.
Four questions
- What is being said about us?
- Why is it being said, and by whom?
- Could it become a larger issue?
- What should we do now — and did it work?
The system
How it works
It gathers public and approved signals, classifies topics and influential voices, and connects them to response paths and decision owners.
Capabilities and outcomes
Earlier detection, faster impact assessment, coordinated response, and measurement of what changed after the intervention.
Institutions and scenarios
Institutional communications, service authorities, major brands, executive leadership and crisis management.
The operating loop
Listen
Gather public and approved signals from news, digital platforms, forums and official channels.
Understand
Classify Arabic content: tone, stance, dialect, entities, and checkable claims.
Assess
Estimate exposure, content severity and momentum, and the probability of escalation within 48 hours.
Respond
Assign ownership, prepare approved messaging, and coordinate escalation across functions.
Measure
Compare before and after the intervention: volume, tone, and claim share.
Governance and limits
Sovereign controls
Hosted inside the institution's own boundary, with defined data residency, role-based permissions and a complete audit trail. No content is sent to any external inference service.
What the system will not do
It works on publicly available content only. It does not attribute identity to an account, does not target individuals, and takes no automated action against any account. Coordination indicators are statistical and do not establish intent.
Questions people ask about Mirsad
- What is Mirsad?
- Mirsad is a reputation-intelligence platform for Saudi government bodies and large institutions. It watches the Arabic public conversation about the institution, tells the right person when something is turning into an issue, gives them the evidence and a draft to answer with, and then shows whether the answer worked.
- How is it different from a media-monitoring service?
- A monitoring service tells you what was said. Mirsad runs the hours after that: it groups posts into the stories they belong to, ranks which one matters today, opens a case with an owner and a deadline, requires a second signature before anything goes out, and measures whether the response changed the conversation.
- Where is our data held?
- On the institution's own infrastructure, inside its own boundary. Nothing is sent to an external service for analysis and there is no foreign cloud in the path. Where the data physically lives is recorded and shown in the console, which is what an inspector asks for first.
- Does Mirsad identify who is behind an account?
- No. The account that posted is recorded so the institution can reply to it, and nothing more. Accounts are not linked across platforms, no attempt is made to unmask a pseudonymous account, no personal characteristics are inferred, and no automated action is ever taken against an account.
- Which platforms and languages does it cover?
- News, social platforms, forums and official channels, within each platform's own rules and public content only. Analysis is built for Arabic, including Gulf and Hijazi usage; posts in other languages are kept and counted but not scored, and the screens say so rather than leaving a gap you cannot see.
- Does it scrape platforms or break their rules?
- No. It reads openly published content only. No accounts are opened on any platform, no protections are worked around, and a publisher that asks not to be read automatically is not read. That is a procurement question as much as a technical one, and the answer is on the record.
- Can we defend its numbers to an auditor or the minister's office?
- Yes. Every figure can be traced back to the posts behind it, every read and decision is recorded in a log that cannot be quietly altered, and estimates are labelled as estimates. Where coverage is partial the screen says so beside the number, so nobody repeats a figure without knowing what it rests on.
- What does it take to run it?
- It is deployed inside the institution's environment and used from a browser — no software on anybody's desktop. Roles match real jobs, and a department is working in it the same week: the first value is the morning scan, which takes minutes from day one.