MANAGE YOUR REPUTATION! 11th – 13th October 2006, Steigenberger Grand Hotel Petersberg, Bonn Network, Share Knowledge & Best Practice 7th International Agenda Setting Conference
1MANAGE YOUR
REPUTATION!
11th 13th October 2006, Steigenberger Grand Hotel Petersberg, Bonn
Network, Share Knowledge & Best Practice
7th International Agenda Setting Conference
2
0
0
6
M
E
D
I
A
T
E
N
O
R
2
Once a year Media Tenor invites academics from various fields, including communication science and media analysis, to engage politicians, managers and journalists on the impact of media on public opinion, based on Media Tenors international research. Additionally we announce the Media Tenor Awards in different categories.
ElectionCampaigning
CEO Communication
Corporate Reputation Management
Investor Relation Management
Economics
NGOs / Initiatives
TV Media
Publishers Image
Agenda Setting Theory
AS workshops
Issue Management
7th International Agenda Setting Conference
October 11th-13th, 2006 / www.agendasetting.com
2
0
0
6
M
E
D
I
A
T
E
N
O
R
3
7th International Agenda Setting Conference
Since 1999, Media Tenor has organised the Annual International Agenda Setting Conference to exchange its unique data with journalists, pollsters, academics and communication experts from various areas.
200 professionals from Africa, the Arab World, Europe, and the United States meet to discuss how the media impacts on peoples perception. At this forum, Editors in Chief and publishers meet with politicians, CEOs, Heads of Corporate Communication, top communication academics, as well as NGO and Country representatives in order to exchange the latest trends in Agenda Setting.
Meanwhile, Media Tenor presents new developments in the field of Applied Agenda Setting research together with the founders of the Agenda Setting Theory - Max McCombs, Donald Shaw and David Weaver - and all members of the Media Tenor Advisory Board.
Since 1999..
2
0
0
6
M
E
D
I
A
T
E
N
O
R
4
Who steals my purse steals trash; 'tis something, nothing; 'Twas mine, 'tishis, and has been slave to thousands:
But he that filches from me my good name robs me of that which notenriches him and makes me poor indeed.
Othello, William Shakespeare
Agenda Setting Theory
2
0
0
6
M
E
D
I
A
T
E
N
O
R
5
What is Agenda Setting?
Agenda Setting theory explains the correlation between the rate at which the media covers a story and the extent to which audiences think that this story is important. This correlation has repeatedly been shown to exist.
Agenda setting was first mentioned by Walter Lippmann in 1922 and later formulated as a theory by Prof. Maxwell McCombs and Prof. Donald Shaw (1968). All of the founding fathers of Agenda Setting theory are regular guests at the Agenda Setting Conference and continue to contribute to the development of new models. With its continuous analysis of 100% of the news content of a variety of opinion-leading media, Media Tenor Institute has been exploring the effects of agenda setting for the last ten years.
Agenda Setting is believed to occur because the press must be selective in reporting the news. News outlets act as gatekeepers of information and make choices about what to report on and what to exclude. What the public knows and cares about at any given time is mostly a byproduct of media gate-keeping.
"Here may lie the most important effect of mass communication, its ability to mentally order and organize our world for us. In short, the mass media may not be successful in telling us what to think, but they are stunningly successful in telling us what to think about."
- Shaw & McCombs, 1977
Founders of Agenda Setting Theory
2
0
0
6
M
E
D
I
A
T
E
N
O
R
6
Reality- Politics
- Economy- Science
- Society
Public perception of reality
Public Agenda
Media reality
Media agenda
Direct impressions, discussions
Public Agenda Setting
Agenda BuildingAgenda Cutting
Selection by- Journalists- Political PR- Public Affairs
Inter-media Agenda Setting
7th International Agenda Setting Conference: www.agendasetting.com
Media reality determines the Public AgendaOriginal Model of Agenda Setting
2
0
0
6
M
E
D
I
A
T
E
N
O
R
7
Agenda Cutting
Realitynot shown by Media
RealityPolitics, Economy,
Science, Society
Content Analysis Coding
Applied Agenda Setting Research
Media Tenor Codebook
Agenda Setting, Surfing
Media reality
Public Perception of RealityDirect Impact
Understanding the Impact of Media Agenda Setting
Media Tenor, with its many partners, continues to be at the forefront of media research, giving its clients a very unique advantage of understanding the media.
7th International Agenda Setting Conference: www.agendasetting.com
Media Tenor Adaptation of Agenda Setting Model
2
0
0
6
M
E
D
I
A
T
E
N
O
R
8
ID
ID
ID
IDID
ID
ID
ID
ID
Change(Target)
Initial Information(Messages)
SEND RECEIVE
At the 2nd Agenda Setting Conference in Bonn, participants of the Agenda Setting theoryworkshop further adapted the traditional SEND-RECEIVE Model in accordance with the Agenda Setting theory.
Traditional SEND - RECEIVE Model
2
0
0
6
M
E
D
I
A
T
E
N
O
R
9
ID
ID
ID
IDID
ID
ID
ID
ID
Initial Information(Messages)
Breaking through the awareness threshold
The traditional send-recieve' model is not sufficient for measuring media effects. When predicting how many reports are nessesary to realize behavioural change (CH), an organisation must not only take into account the volume of coverage (I) but also other information (ID) that has to be communicated, such as financial soundness, environment, corporate appeal, attitude to customers, and personnel policy.
2
0
0
6
M
E
D
I
A
T
E
N
O
R
10
ID
ID
ID
IDID
ID
ID
ID
ID
CompetitorAnalysis
Initial Information(Messages)
Breaking through the awareness threshold
After clear communication of all image and value drivers in addition to the main message, an organisation needs to keep eye on the communication activities of its competitors and institutionsthey are benchmarked against. Only when the organisations message is stronger canbehavioural change be reached.
2
0
0
6
M
E
D
I
A
T
E
N
O
R
11
ID
ID
ID
IDID
ID
ID
ID
ID
CompetitorAnalysis
Additional Information
Initial Information(Messages)
Breaking through the awareness threshold
Tracking other additional information in the media identifies external messages that support, oppose, or are seemingly ambivalent (these are the messages that are often easiest to leverage in strategic planning).
2
0
0
6
M
E
D
I
A
T
E
N
O
R
12
ID
ID
ID
IDID
ID
ID
ID
ID
CompetitorAnalysis
Additional Information
Initial Information(Messages)
Breaking through the awareness threshold
AWARENESSTHRESHOLD
Once a message is strong enough and supported by side messages and the media environment, only one last, but very important, thing has to be ensured: The message has to surpass the Awareness Threshold the level at which the message generates sufficient media attention to have a real impact.
2
0
0
6
M
E
D
I
A
T
E
N
O
R
13
ID
ID
ID
IDID
ID
ID
ID
ID
CompetitorAnalysis
Tracking other, additional, information in the media identifies external messages that support , oppose, or are seemingly ambivalent (these are the messages that are often easiest to leverage in strategic planning).
Keeping track of competitor communication is essential in establishing the amount of communication required for a message to be heard.
Change(Target)
Additional Information
Initial Information(Messages)
Support
Opposition
Leverage
Leverage
Evaluating if the planned image change has been credibly accepted requires detailed analysis of the media and opinion based data.
Media market intelligence identifies the opportunities for leveraging an organization's image drivers (ID) allowing image development to be more strategic and effective.
Breaking through the Awareness Threshold
2
0
0
6
M
E
D
I
A
T
E
N
O
R
14
Who steals my purse steals trash; 'tis something, nothing; 'Twas mine, 'tis his, and has been slave to thousands:
But he that filches from me my good name robs me of that which not enriches him and makes me poor indeed.
Othello, William Shakespeare
Examples of Agenda Setting
2
0
0
6
M
E
D
I
A
T
E
N
O
R
15
In 2001, the public followed the media trend in considering BSE an important issue. The public response could be observed in polls with an approximate three-week delay following the news coverage. But Agenda Setting analysis showed that observing polls is not enough ...
Source: Media Tenor/ Forschungsgruppe Wahlen
Awareness threshold
7th International Agenda Setting Conference: www.agendasetting.com
Reports on Mad Cow Disease and corresponding public opinion polls
1 4 7 10 1 4 7 10 1 4 7 101999 2000 2001
0%
10%
20%
30%
40%
50%
60%
0
60
120
180
240
300
360
Polls: BSE an important Issue TV Reports
Agenda Setting and Consumer Behavior
2
0
0
6
M
E
D
I
A
T
E
N
O
R
16
Opinion polls alone do not necessarily reflect reality in the marketplace. In the case of the BSE scandal, there is reliable scientific proof that it took nine months for consumers to return to normal consumption patterns, and not three weeks, as indicated by opinion polls.
Contrary to opinion polls, it took nine months for consumers to adjust, not three weeks.
Agenda Setting impact: Nine months recovery time
1 4 7 10 1 4 7 102000 2001
0
5,000
10,000
15,000
20,000
0
100
200
300
400Beef Consumption (tons) TV Reports
Agenda Setting and Consumer Behavior
2
0
0
6
M
E
D
I
A
T
E
N
O
R
17
Source: Medien Tenor 2006; Conference Board
1 3 5 7 9 11 1 3 5 7 9 11 1 3 52004 2005 2006
0
20
40
-20
-40
-60 85
90
95
100
105
110
Rating Consumer Confidence
The theoretically probable connection between media coverage and consumer behavior can be proven empirically. The media index can be regarded as an indicator for public sentiment that is as powerful as the Consumer Confidence Index.
Real World
Media selection and presentation
Consumers perception
Consumers behaviour
Personal IncomeWealthPreferences
Coverage Tone
Real World
Media reporting has an impact on consumer behaviour
Agenda Setting and Consumer Confidence Index
2
0
0
6
M
E
D
I
A
T
E
N
O
R
18
Reports on Terror vs Number of Tourists in Israel, 1998-2005
!
!
! !
!
!!
!
1998 1999 2000 2001 2002 2003 2004 20050%
20%
40%
60%
80%
100%
0
50
100
150
200Thousand
Share of terror centered reportingNumber of German tourists
!
All reports focused on Israel and Palestine on 7 TV news magazines from 01.01.1998-31.10.2005.
?The Ministry of Tourism only offers statistics for the 1st quarter of 2005, but thenumbers (up to the end of 2004) show an increase in the number of German tourists at the same time that coverage of terrorist acts in the news declined.
Agenda Setting in Tourism Industry
2
0
0
6
M
E
D
I
A
T
E
N
O
R
19
MT portfolio surpassed the EuroStoxx50 Index over 6 months
Unweighted Media Tenor-sample portfolio vs. Euro -STOXX 50 Index
9.200
9.400
9.600
9.800
10.000
10.200
10.400
10.600
10.800
11.000
11.200
11.400
08.0115.01
22.0129.01
05.0212.02
19.0226.02
04.0311.03
18.0325.03
01.0408.04
15.0422.04
29.0406.05
13.0520.05
27.0503.06
10.0617.06
24.0601.07
Media Tenor-Portofolio
2004
EURO STOXX 502.821,33(08.01.2004)
EURO STOXX 502.784,92 (05.07.2004)
-1,29%
Media Tenor-Portfolio+9,72%
Agenda Setting in Investor Relations
Media Tenor created a virtual portfolio: Each time analyst quotations on Euro Stoxxshares were above the threshold of 40 quotations in seven business media, those shareswere bought/sold according to their media image.
2
0
0
6
M
E
D
I
A
T
E
N
O
R
20
30%
20%
10%
0%
-10%
-20%
-30%November 2000October 2000
Media coverage: Media trend Bush-Gore; data of coverage in three-day increments
Gallup Poll:Bush ahead of Gore
Positive ratings: Bush ahead Negative ratings: Gore ahead
Media trend - aggregated balance between reports on Bush-Gore / Poll: Difference between Bush and Gore
Polling Trend
Media trend
Basis: ABC, NBC and CBS news
With an increase in coverage just days before the elections, polled respondents reacted within a time frame of three days. Even slight opinion changes can be explained by analyzing the complementary data of the previous days.
Media boost for Gore shortly before elections came too late
Bush and Gore in media trend data and public opinion polls Oct/ Nov 2000
15%
10%
5%
0%
-5%
-10%
-15%
Agenda Setting in Politics
2
0
0
6
M
E
D
I
A
T
E
N
O
R
21
Surpassing the Awareness Threshold not only influences a companys performance in financial markets, but also readers readiness to pick up the newspaper they hear quoted in the morning news. The correlation between the continuous increase in quotes of a medium and that mediums circulation is made readily apparent by Media Tenors data, as in the example of the FTD.
Significant correlation: Quotes circulation
References to the FTD in other media and circulation figures
Zitate (Anzahl / Quartal)Auflage
40000
50000
60000
70000
80000
90000
100000
110000
III/00 IV/00 I/01 II/01 III/01 IV/01 I/02 II/02 III/02 IV/02 I/03 II/03 III/030
10
20
30
40
50
60
70
Agenda Setting in Media Industry
2
0
0
6
M
E
D
I
A
T
E
N
O
R
22
26/1228/12
30/121/1
3/15/1
7/19/1
11/113/1
15/117/1
19/10
20
40
60
80
Number of reports, German TV by days
8/1010/10
12/1014/10
16/1018/10
20/1022/10
24/1026/10
28/100
20
40
60
80
Number of reports, German TV by days
TsunamiTsunami Earthquake in PakistanEarthquake in Pakistan
People dont recognize the need for help
Coverage of Asian tsunami vs. Pakistan eaCoverage of Asian tsunami vs. Pakistan earthquake rthquake -- German T.V. news German T.V. news
Donation 178million (USD)
Donation 8million (USD)
German TV Media: ARD Tagesschau und Tagesthemen, ZDF heute und heute journal RTL Aktuell, SAT1 NEWSPro7 NEWSTIME
Agenda Setting in Society
2
0
0
6
M
E
D
I
A
T
E
N
O
R
23
Who steals my purse steals trash; 'tis something, nothing; 'Twas mine, 'tishis, and has been slave to thousands:
But he that filches from me my good name Robs me of that which notenriches him And makes me poor indeed.
Othello, William Shakespeare
Examples of Agenda Cutting and Surfing
2
0
0
6
M
E
D
I
A
T
E
N
O
R
24
99,8%
0,2%
Basis: 125.217 reports overall in 9 German Tv news, 3 U.S. TV news, 5 South African TV news
Although AIDS is the leading cause of death in South Africa, media awareness of the topic is negligibly low. HIV/AIDS were minor issues in German and U.S. TV news. This is one example of agenda cutting.
Only 1% of news coverage focuses on HIV/AIDS in South Africa
Share of AIDS issues in South African/U.S./German TV news: 2004/overall
99%
1%
99,8%
0,2%
Agenda Cutting
2
0
0
6
M
E
D
I
A
T
E
N
O
R
25
Weekly media picks up on investments
Communications environment regarding investments in news coverage
Basis: 26,772 reports/49,088 aspects from the main category in reports and passages from 5/19-29.06.05.; some print media from 28.+29.05. incomplete
0
40
80
120
160
200
19.05.-25.05.
26.05.-01.06.
02.06.-08.06.
09.06.-15.06.
16.06.-22.06.
23.06.-29.06.
Investments in Daily newspapers
0
10
20
30
40
50
19.05.-25.05.
26.05.-01.06.
02.06.-08.06.
09.06.-15.06.
16.06.-22.06.
23.06.-29.06.
Investments in TV news broadcasts
0
10
20
30
40
19.05.-25.05.
26.05.-01.06.
02.06.-08.06.
09.06.-15.06.
16.06.-22.06.
23.06.-29.06.
Investments in Weekly media
Example of Agenda Surfing
Investment mentioned in media Investment report in media
2
0
0
6
M
E
D
I
A
T
E
N
O
R
26
Forecast met
Forecast not met
Overall Prognostic Performance
Week
L
a
b
o
u
r
m
a
r
k
e
t
E
c
o
n
o
m
i
c
s
y
s
t
e
m
E
c
u
c
a
t
i
o
n
H
e
a
l
t
h
c
a
r
e
R
e
d
t
a
p
e
I
n
v
e
s
t
m
e
n
t
B
u
d
g
e
t
G
r
o
w
t
h
p
o
t
e
n
t
i
a
l
S
t
a
g
n
a
t
i
o
n
W
e
l
f
a
r
e
F
a
m
i
l
y
O
l
d
a
g
e
p
r
o
v
i
s
i
o
n
Comment200522 real 2 0 1 1 0 0 0 0 0 0 0 0 above the awareness threshold200522 System 1 2 1 1 0 1 0 1 2 2 0 1 growing thematisation200522 Forecast Wo:+ TV: + Wo+ forecast200523 real 2 1 1 2 0 0 1 0 0 0/1 0 0 66% overall 66% for upward forecasts200523 System 1 3 0 1 1 1 1 2 1 1 1 0200523 Forecast ?+ Wo:+ Wo+ 200524 real 2 0 0 0 0 0 0 0 0 0 0 0 75% overall 50% for upward forecasts200524 System 1 0 2 1 1 1 2 0 1 0 2 2200524 Forecast Ztg.+ Ztg.+ TV:+ ? (TV:+)
Example of Agenda Surfing
Coverage of 12 Communication issues
2
0
0
6
M
E
D
I
A
T
E
N
O
R
27
Who steals my purse steals trash; 'tis something, nothing; 'Twas mine, 'tishis, and has been slave to thousands:
But he that filches from me my good name Robs me of that which notenriches him And makes me poor indeed.
Othello, William Shakespeare
Manage Your Reputation
2
0
0
6
M
E
D
I
A
T
E
N
O
R
28
Where does Reputation come from?
News coverage
Advertising Word of mouth
Direct experience
Perceptions & attitudes
Consumer Behaviour
Measurement:Media content analysis
Measurement:Media content Analysis
Measurement:Web content analysis
Measurement:Customer experience surveys
Measurement: Public polls
2
0
0
6
M
E
D
I
A
T
E
N
O
R
29
Content Analysis
Measuring Impact
Early Warning System for Reputation Crises
The reputation of an institution can be measured byanalysing 100% of the media content (TV, Radio, Print, and Web), including reports, advertising, newsgroups and blogs.
These results are later correlated with publicopinion polls, consumption patterns, etc., to showthe effects of the media on an institutionsreputation and peoples perceptions.
Media content analysis and the identification of theAwareness Threshold provide an early warningsystem to prevent reputation crises with the help of active communication.
Measuring of Reputation Media Content Analysis
2
0
0
6
M
E
D
I
A
T
E
N
O
R
30
Coding of pictures(Motive)
Coding of messages(Text)
messagexspending= activity indicator
Measure forCommunication Diamond
Media Content Analysis of Advertisement
2
0
0
6
M
E
D
I
A
T
E
N
O
R
31
Subject: Bush - 101Aspect: TV presidential debate - 115234Rating 0.0 (neutral)Source: Journalist - 1Subject: Kerry - 209
Aspect:sticking to principles - 118382Rating 5.5 (negative)Source: Bush - 101
Subject: KerryAspect: military planning - 202020Rating 5.5 (negative))Source: Bush
Subject: KerryAspect: National Security - 13100 Rating 0.5 (implicitly negative))Source: Bush
Subject: Kerry - 209Aspect: TV debate - 115234Rating 1.1 (positive)Source: Experts
Subject: Bush - 101Aspect: TV debate - 115234Rating 4.4 (rather negative)Source: Experts
Subject: Kerry - 209Aspect: Campaigning in genera - 113251lRating (rather negative)Source: Journalist
Subject: Bush - 101Aspect: Honesty- 118335 Rating 5.5 (negative)Source: Kerry
Source: The New York Times,10/02/04, page 1
All Information About Every Relevant Subject is Coded
Media Content Analysis of Reports (TV, Radio, Print)
Human Analysis
2
0
0
6
M
E
D
I
A
T
E
N
O
R
32
Media Content Analysis of Web
Inform Client
2
0
0
6
M
E
D
I
A
T
E
N
O
R
33
M
e
c
h
a
n
i
c
a
l
A
n
a
l
y
t
i
c
a
l
Operational CLIENT VALUE Strategic
S
K
I
L
L
S
R
E
Q
U
I
R
E
D
Daily clippings
Clipping summary
Word frequency (mechanical)
Article level analysis
Profile analysis-article level
Detail analysis - level of each information unit
(statement)
Quality of analysis makes the difference
100% coverage based on daily papers, business papers, TV-News, Newsgroups, special interest media
Relational and conceptual analysis rich in context. Scientific and reliable.
Purely conceptual analysis
70 %
100 %
2
0
0
6
M
E
D
I
A
T
E
N
O
R
34
Media Tenors Analysis Work: Broad Strokes to Fine Details
General Media Environment Politics, Society, Economy
Business Environment Economy, All Industries, All Companies,
Non-Industry Competitors
Industry Environment Industry Trends, Competitors
Company AnalysisMeasurable Benchmark for Company Goals
Company/Subsidiary Media Image Executive Media Image
Comprehensive Risk Analysis Risk Mitigation Support
2
0
0
6
M
E
D
I
A
T
E
N
O
R
35
External DataInternal DataFinal Report of Agenda
SettingEffects in
Reputation Managemet
CEO/Board Investor Relations Corporate Communication Marketing
Media Content Analysis of TV, print, radio, Web sites, web logs, newsgroups.
Analysis of data byexperienced researchteam, identifying mainmessages, early warningsystem.
External data such as:
polls, consumption patterns, voting behaviour, shareprice, and market researchdata are correlated withmedia content anaylsis and research output - Agenda Setting Applied Research
Agenda Setting Effects in Reputation Management
2
0
0
6
M
E
D
I
A
T
E
N
O
R
36
Methodology: Human Coding
Media content analysis needs human brain
Human coders are required to identify all relevant topics (keyword searches are not enough often a topic is described in a variety of phrases) and the associated implicit and explicit ratings (see rating methodology)
Internationally, Media Tenor employs over 200 analysts to capture client relevant information in the media and enter it into the Media Tenor database (see interface sample below).
2
0
0
6
M
E
D
I
A
T
E
N
O
R
37
Choice of 8484 Persons
Choice of 4399 Protagonist
Choice of 3407 Main Topics
Choice of 3019 Media
CODING STEP NR. 1
Choice of 2043 Politicians & Parties
2
0
0
6
M
E
D
I
A
T
E
N
O
R
38
CODING STEP NR. 2
2
0
0
6
M
E
D
I
A
T
E
N
O
R
39
Who steals my purse steals trash; 'tis something, nothing; 'Twas mine, 'tishis, and has been slave to thousands:
But he that filches from me my good name Robs me of that which notenriches him And makes me poor indeed.
Othello, William Shakespeare
Risk Management Case: Lipobay/Bayer
January 2000 August 2001
2
0
0
6
M
E
D
I
A
T
E
N
O
R
40
Bayer communicated beneath Awareness Threshold for too long
Presence of Bayer in international media, 01/2000 08/2001
During the year 2000, the number of reports about Bayer was steady. In the first six months of 2001, the average number of reports increased. In August, due to the Baycol recall, this number soared by 800%. Because of its previous lack of coverage, Bayer was not able to establish a marked presence in media terms. As Bayer had communicated under the Awareness Threshold for too long, the organization was not in a position to deal effectively with extraordinary media events, such as those that occurred in August of 2001.
0
100
200
300
400
500
600
700
800
Jan. 2000Feb. 2000March 2000April 2000May 2000June 2000July 2000Aug. 2000Sep. 2000Oct. 2000Nov. 2000Dec. 2000Jan. 2001Feb. 2001March 2001April 2001May 2001June 2001July 2001Aug. 2001
AwarenessThreshold
Risk Management Case Study
2
0
0
6
M
E
D
I
A
T
E
N
O
R
41
-80
-60
-40
-20
0
20
40
60
Jan. 2000Feb. 2000March 2000April 2000May 2000June 2000July 2000Aug. 2000Sep. 2000Oct. 2000Nov. 2000Dec. 2000Jan. 2001Feb. 2001March 2001April 2001May 2001June 2001July 2001Aug. 2001
Early warning signs appeared long before Lipobay scandal
Rating of Bayer in international media, 01/2000 08/2001
The decline of Bayers media coverage began in December of 2000. From then on, the overall balance of positive and negative reports on the company fell beneath the 20% share of positive reports that is necessary to maintain a favorable media image.
Higher share of positive reports
Higher share of negative reports
Risk Management Case Study
2
0
0
6
M
E
D
I
A
T
E
N
O
R
42
All relevant image factors had long been receiving predominantly negative coverage
While the image criteria of corporate appeal was presented by the media in a very unfavorable tone throughout the period of analysis (with the exception of IV/00) the results for product coverage and the portrayal of the image factor use of corporate assets indicated that important aspects of the companys media image were already predominantly negative at the beginning of 2001. This also affected later coverage of its financial situation.
-80
-60
-40
-20
0
20
40
60
80
I/00
II/00
III/00
IV/00 I/0
1
II/01
III/01
Finance
Products & Services
Use of corprateassets
Corporate appeal
Share of positive reports
Share of positive reports
Risk Management Case Study
2
0
0
6
M
E
D
I
A
T
E
N
O
R
43
Who steals my purse steals trash; 'tis something, nothing; 'Twas mine, 'tishis, and has been slave to thousands:
But he that filches from me my good name Robs me of that which notenriches him And makes me poor indeed.
Othello, William Shakespeare
Risk Management Case: Ford 2000 2004
2
0
0
6
M
E
D
I
A
T
E
N
O
R
44
With the introduction of long-term indicators, developments in the coverage of industries as well as individual companies can be recognized in time for management to react. Working with groups of experts including Media Tenor board member Prof. Robert Eccles, from Perception Partners, as well as Prof. Nitin Nohria, from the Harvard Business School, Media Tenor works on the introduction of such indicators for specific companies.
Basis: 26,767 passags on companies /managers of the automobile industry in 10 U.S. media
Ford
Slowly recovering from a huge image crisis but stillregarded as risky investment
Has so far not been able to regenerate its former positive image
Ford recovers from crisis, lacks sustainable image
Overall rating of Ford Group in leading U.S. media, 1/2000 10/2004
40
20
0
-20
-40
-601 4 7 10
2000 2001 2002 2003 2004
strong weak volatile
Average rating per month
1 4 7 10 1 4 7 1010 1 4 7 10 1 4 7 10
Risk Management Case Study
2
0
0
6
M
E
D
I
A
T
E
N
O
R
45
Reputation CriteriaManagement Quality Financial Soundness
Products & Services Innovation
Basis: 26,767 passags on companies /managers of the automobile industry in 10 U.S. media
Good corporate communications is not a product of chance that is limited to reacting to the unfolding of developments in any given business. Active value reporting requires companies to inform all of its relevant stakeholders sufficiently and to the same extent that they are required to inform all other interested parties in other parts of their organization.
Ford:- Lost its image as an innovative company
- Needs to stabilize its media image with regard to management
- Slowly recovered its product-related image after the Explorerrollover incidents
Analysis of value drivers shows influence on brand value
Media rating of Ford by selected image criteria in U.S. media, 1/2000 10/2004
Media rating per year
20042003200220012000
0,6
0,4
0,2
0,0
-0,2
-0,6
-0,4
Risk Management Case Study
2
0
0
6
M
E
D
I
A
T
E
N
O
R
46
Average rating per year
200420032002200120001999
0,6
0,4
0,2
0,0
-0,2
-0,4
The further development of benchmark indicators make transparent action necessary for any given business in addition to giving auditors, such as PWC, or insurers (e.g. those offering D&O policies) a valid basis for the assessment of risks and opportunities.
Basis: 26,767 passags on companies /managers of the automobile industry in 10 U.S. media
DetroitToyota
Image Gap
+6,00-44,40
-10,00-38,90
-12,80-43,80
-9,00-73,80
-17,30-65,76
+23,65-17,10
Image Gap:- Reputation Risk (-)vs. Opportunity (+)compared to competitors
Communications goals can be benchmarked analytically
Media rating of GM, Ford, DC and Toyota in U.S. media, 1/1999 10/2004
Ford General Motors
Daimler Chrysler Toyota
Risk Management Case Study
2
0
0
6
M
E
D
I
A
T
E
N
O
R
47
Who steals my purse steals trash; 'tis something, nothing; 'Twas mine, 'tishis, and has been slave to thousands:
But he that filches from me my good name robs me of that which notenriches him and makes me poor indeed.
Othello, William Shakespeare
Media Tenor International
2
0
0
6
M
E
D
I
A
T
E
N
O
R
48
Media Tenor is striving for active and strategic reporting which strengthens our clients credibility and corporate image. With our media analysis, Media Tenor ensures better and comprehensive communication, which in turn can help create corporate value. We support external communication efforts through strategic insight into the media landscape and a detailed evaluation of communication efforts.
Media Tenor provides prediction on the economic development, evaluates media outcomes and communication efforts and correlates media content analysis date with external data, such as public opinion polls.
Media Tenors roots in academia and journalism have shaped its research and analysis foundation. From this base Media Tenor has been able to develop a very successful corporate client presence. Media Tenors client portfolio comprises a diverse group of international blue chip brands, such as ABSA, Allianz, BMW, Microsoft and Toyota. The top executives of these firms rely on Media Tenors analysis to create and maintain their inter-national media image and to help guide their corporate communications strategy.
Consulting, Predictions, Research
Striving for excellence in performance
2
0
0
6
M
E
D
I
A
T
E
N
O
R
49
Target Groups
Investors, Banks
Politicians,Political Parties
Government Offices
NGOs, InitiativesMedia, Journalists
Universities,Research Institutions
CEOs, Corporations
Our Target Groups
2
0
0
6
M
E
D
I
A
T
E
N
O
R
50
Since 1994, continuous media content analysis
The Media Tenor Institute for Media Analysis, with partner offices in Bonn (Germany), Ostrava, Prague (Czech Republic), New York (USA), London (UK) Pretoria(South Africa) , Windhoek (Namibia), Lugano(Switzerland), St. Petersburg ( Russia) analyses day-by-day the news, opinion and financial sections of leading international newspapers and television news programs.
More than 230 analysts analyze the content of over 200 leading media in 34 languages on all continents.
UK - London
USA - NYC
SA - Pretoria
CZ - Ostrava GER - Bonn/Berlin
CH- Lugano
A brief history - our development
1985: InnoVatio Publishing, founded in Fribourg. Specializing in social developments in companies, politics and education.
1994: MEDIA TENOR in Bonn. The first international research institute focusing on continuous and comprehensive media content analysts. By journalists for journalists.
1995 InnoVatio initiated the International Media Monitor Association in Washington, D.C.
1996: Partner institutes in England and Czech Republic opening offices.
1999: 160 analysts in Bonn, Dover, Leipzig and Ostrava.
2000: New partner institutes in Pretoria (South Africa) and London (UK)
2003: 230 analysts in five countries, new offices in Berlin and London.
2005: New offices in Lugano, Windhoek, St. Petersburg