The Universidad de La Sabana informs that the author has authorized internal and external users to access the content of this document through the Online Catalog of the Library and the Institutional Repository on the Library's website, as well as through the country and international information networks with which the Universidad de La Sabana has agreements. Consultation is allowed for users interested in the content for all academic purposes, never for commercial use, provided that appropriate bibliographic citation is given to the document and its author. According to Article 30 of Law 23 of 1982 and Article 11 of Decision Andina 351 of 1993, the Universidad de La Sabana informs that the rights of the documents belong to the authors and include moral rights as mentioned in the aforementioned articles. This research presents a model to evaluate the media reputation of organizations in Colombia, applied to Transmilenio S.A. It is presented by Angela Carrascal Galindo. The study is part of the Master's program in Strategic Communication, focusing on the media reputation of organizations. The research includes an introduction, theoretical framework, state of the art, presentation of the situation, methodology, results and analysis, conclusions and recommendations, as well as references and appendices. The theoretical framework discusses corporate reputation, the power of the media, agenda setting, and media reputation. The research aims to develop a model to evaluate media reputation, which can be used to strengthen or improve corporate reputation through media management. The study applies the model to Transmilenio S.A., analyzing the media coverage of the organization in the most relevant channels in Bogotá over a six-month period. The research highlights the importance of media reputation for organizations and the role of media in shaping public perception. The study also discusses the impact of media on public opinion and the need for organizations to understand media interests to design effective communication strategies. The research concludes that media reputation is a critical factor for organizational success and that effective media management is essential for maintaining a positive reputation.The Universidad de La Sabana informs that the author has authorized internal and external users to access the content of this document through the Online Catalog of the Library and the Institutional Repository on the Library's website, as well as through the country and international information networks with which the Universidad de La Sabana has agreements. Consultation is allowed for users interested in the content for all academic purposes, never for commercial use, provided that appropriate bibliographic citation is given to the document and its author. According to Article 30 of Law 23 of 1982 and Article 11 of Decision Andina 351 of 1993, the Universidad de La Sabana informs that the rights of the documents belong to the authors and include moral rights as mentioned in the aforementioned articles. This research presents a model to evaluate the media reputation of organizations in Colombia, applied to Transmilenio S.A. It is presented by Angela Carrascal Galindo. The study is part of the Master's program in Strategic Communication, focusing on the media reputation of organizations. The research includes an introduction, theoretical framework, state of the art, presentation of the situation, methodology, results and analysis, conclusions and recommendations, as well as references and appendices. The theoretical framework discusses corporate reputation, the power of the media, agenda setting, and media reputation. The research aims to develop a model to evaluate media reputation, which can be used to strengthen or improve corporate reputation through media management. The study applies the model to Transmilenio S.A., analyzing the media coverage of the organization in the most relevant channels in Bogotá over a six-month period. The research highlights the importance of media reputation for organizations and the role of media in shaping public perception. The study also discusses the impact of media on public opinion and the need for organizations to understand media interests to design effective communication strategies. The research concludes that media reputation is a critical factor for organizational success and that effective media management is essential for maintaining a positive reputation.