manage your reputation

1MANAGE YOUR

REPUTATION!

11th 13th October 2006, Steigenberger Grand Hotel Petersberg, Bonn

Network, Share Knowledge & Best Practice

7th International Agenda Setting Conference

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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


October 11th-13th, 2006 / www.agendasetting.com

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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..

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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

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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

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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

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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.


Media Tenor Adaptation of Agenda Setting Model

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ID

ID

ID

IDID

ID

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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

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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.

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ID

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CompetitorAnalysis



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.

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ID

ID

ID

IDID

ID

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CompetitorAnalysis

Additional Information



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).

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ID

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IDID

ID

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ID

CompetitorAnalysis




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.

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ID

ID

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IDID

ID

ID

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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)



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

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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.


Examples of Agenda Setting

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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


Reports on Mad Cow Disease and corresponding public opinion polls

1 4 7 10 1 4 7 10 1 4 7 101999 2000 2001

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Polls: BSE an important Issue TV Reports

Agenda Setting and Consumer Behavior

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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

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Agenda Setting and Consumer Behavior

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Source: Medien Tenor 2006; Conference Board

1 3 5 7 9 11 1 3 5 7 9 11 1 3 52004 2005 2006

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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

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Reports on Terror vs Number of Tourists in Israel, 1998-2005

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1998 1999 2000 2001 2002 2003 2004 20050%

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80%

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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

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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.

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30%

20%

10%

0%

-10%

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-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%

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-10%

-15%

Agenda Setting in Politics

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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

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80000

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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

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Agenda Setting in Media Industry

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26/1228/12

30/121/1

3/15/1

7/19/1

11/113/1

15/117/1

19/10

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Number of reports, German TV by days

8/1010/10

12/1014/10

16/1018/10

20/1022/10

24/1026/10

28/100

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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

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But he that filches from me my good name Robs me of that which notenriches him And makes me poor indeed.


Examples of Agenda Cutting and Surfing

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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

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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

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26.05.-01.06.

02.06.-08.06.

09.06.-15.06.

16.06.-22.06.

23.06.-29.06.

Investments in Daily newspapers

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26.05.-01.06.

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09.06.-15.06.

16.06.-22.06.

23.06.-29.06.

Investments in TV news broadcasts

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26.05.-01.06.

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16.06.-22.06.

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Investments in Weekly media

Example of Agenda Surfing

Investment mentioned in media Investment report in media

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Forecast met

Forecast not met

Overall Prognostic Performance

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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

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Manage Your Reputation

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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

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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

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Coding of pictures(Motive)

Coding of messages(Text)

messagexspending= activity indicator

Measure forCommunication Diamond

Media Content Analysis of Advertisement

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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

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Media Content Analysis of Web

Inform Client

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Operational CLIENT VALUE Strategic

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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 %

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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

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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

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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).

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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

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CODING STEP NR. 2

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Risk Management Case: Lipobay/Bayer

January 2000 August 2001

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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.

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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

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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


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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.

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Finance

Products & Services

Use of corprateassets

Corporate appeal

Share of positive reports

Share of positive reports


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Risk Management Case: Ford 2000 2004

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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


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Reputation CriteriaManagement Quality Financial Soundness

Products & Services Innovation


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


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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.


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


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But he that filches from me my good name robs me of that which notenriches him and makes me poor indeed.


Media Tenor International

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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

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Target Groups

Investors, Banks

Politicians,Political Parties

Government Offices

NGOs, InitiativesMedia, Journalists

Universities,Research Institutions

CEOs, Corporations

Our Target Groups

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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

manage your reputation

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