“Mediatrack Research has helped us first and foremost to understand how our reputation compares with our peers and to what extent our strategy of mixing corporate and consumer messaging affects overall reputation. We have used their findings in planning our strategies and we have found their results to be invaluable.”
Trevor Gorin, Head of Unilever Plc and UK Media Relations
Numbers help win the argument
Numbers are vital. They help win budget. They help train, motivate and deploy staff. They can also help you win the argument. Here’s an example how.
Unilever’s Sustainable Living Plan (SLP) is central to its corporate strategy. But do consumers really respond to the sustainability message? Or is it a distraction, dragging the comms team away from other potentially more lucrative issues?
Our research for Unilever proves that, far from cynically dismissing its sustainability credentials, the media have been extremely supportive of Unilever’s sustainable agenda. Throw away conjecture and second guessing around the boardroom table – our numbers prove that sustainability is a message well worth pursuing for this corporate giant.
Since 2004, Mediatrack have been advising Unilever on alignment of corporate and consumer messages and providing them with comparative intelligence about their peers (P&G, BP, Diageo, Cadbury Schweppes and Tesco). Our research is used to make best use of resources and to drive Unilever’s broader reputation in the right direction.
Advertising Standards Authority
Advertising Standards Authority
“Mediatrack Research has helped the ASA re-evaluate our press approach to get the best value out of our efforts – and also to think of new ways to reach our target audiences.” Lynsay Taffe, Director of Communications, Marketing and Public Affairs
Helping regulators navigate contentious issues
Regulators and regulatory trade bodies like the Advertising Standards Authority walk a fine line. They wield considerable influence in coercing companies to take action. Their decisions affect public confidence and corporate governance.
Because their judgments are scrutinized by industry and public alike, understanding not just how their judgments are portrayed in the media, but also how the reasoning behind their decisions is explained, is of vital importance to their planning.
Analysis of this kind is used within Board meetings, for reporting to the Council, and by the Communications Team in planning strategy. In such contentious work we alert clients to emerging issues so they can be on top of the story rather than following it. We monitor a range of sectors to demonstrate which areas are driving coverage most favourably so that campaigns can be fine tuned on the basis of hard evidence.
“Mediatrack Research have been invaluable in validating the EFPIA communication strategy. From our initial briefings they have shown a commitment to understanding what we were aiming to achieve, and demonstrated how their expertise could assist us. Their input has proved essential to the development of our pan-European activities, and their straightforward and personal approach has ensured full engagement with their conclusions and recommendations from APCO, EFPIA members, and the EFPIA Executive.”
Mark Dober, Head of Strategic Communications, APCO Bruxelles
Identifying what’s important…and what’s not on a global scale
Global companies face increasingly complex communications challenges. Although it may be fashionable to talk about how the media, social media in particular, generalizes and focuses on received wisdom, a bit of careful research often reveals a very different answer. Take animal rights, for example. Is this a universally contentious issue?
We examined nineteen issues across five European markets (France, Germany, Italy, Spain and the UK) for the European Federation of Pharmaceutical Industries and Associations. The issues investigated ranged from business-related matters, such as the pricing of medicines, to the more general ethical perception of the industry in the area of Corporate Social Responsibility.
Our discoveries were extremely interesting and immensely useful in re-directing resources and strategy. For example, Animal Testing is a very high profile issue in the UK but of virtually no news value across the rest of Europe. Or take another example – when the controversial film ‘The Constant Gardener’ (based on the John le Carré novel) caused considerable alarm and apprehension within the industry, we were able to tell everyone to relax because the damage to real reputation was insubstantial, passed quickly and did not endure.
“Mediatrack Research provides a very accurate window on the media coverage of our industry in several key areas… this enables us to assess on both a quantitative and qualitative basis whether our messages are being reported in a favourable and consistent fashion and how they might be more effectively communicated.”
Michael Kinnicutt, Communication and Partnerships Director for the European Federation of Pharmaceutical Industries and Associations
Invest In Northern Ireland
Invest Northern Ireland
“I was impressed with the speed with which Mediatrack Research came to terms with the project brief and the highly professional service they delivered. Throughout the project, they continually sought to add value, identifying and evaluating additional key messages, and provided a meaningful report on a substantial volume of news across a complex set of messages. Their results support the ongoing development and targeting of key messages going forward.”
Peter Harbinson, Head of PR & Media Relations, Invest NI
Getting the biggest bang for the buck
Often the most interesting evidence for a client is not what they initially asked for, but what we discover by careful testing.
We were asked by Invest Northern Ireland to investigate key messaging for a major Inward Investment conference for US investors in Northern Ireland. In a nutshell, Invest NI wanted to know if the message ‘Northern Ireland is an attractive location for inward investment’ was reaching its key audiences in the weeks prior, during and following the conference to establish the impact of the event.
On investigation, and as we probed further and further into the coverage, we discovered two other themes which had not been formalized were running in a far more interesting way to journalists, investors and consumers – ‘Northern Ireland has a young, educated workforce’ and ‘People in Northern Ireland have a good work ethic.’ We advised Invest NI to shift their emphasis and include more specific messages with greater resonance into their communication and to use US investors as speakers and therefore as key endorsers of investing in the Province. Invest NI restructured their communications as a result and their media profile and coverage improved significantly. And what’s more, the comms team had hard evidence to prove that this change in coverage was not coincidence, but the result of careful planning based on numbers.