Message Gap Presentation

Evidence-Based Communications Global Message Gap Research

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Blogs and other social media have shifted how companies’ messages are communicated ,[object Object],[object Object],[object Object],[object Object]

In addition, the mainstream media landscape has been turned upside-down ,[object Object],[object Object],[object Object],[object Object],[object Object],What direct impact will cost cuts have on your editorial work? (Check all that apply)* Fewer meetings with sources Less space/ time for editorial content Less time to research stories Less time to attend press conferences/ events * Source: Burson-Marsteller EMEA Media Survey 2010, among 115 senior journalists from top-tier media organizations in 27 countries.

The result is a fractured and evolving media landscape ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Methodology ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],The Message Gap: Mainstream Media Company Message Mainstream Media Message 48% Gap

[object Object],The Message Gap: Mainstream Media by Region U.S. Gap: 45% Latin America Gap: 53% Europe Gap: 40% Asia-Pacific Gap: 58% Mainstream Media Global Gap: 48%

[object Object],The Message Gap: Bloggers by Region U.S. Gap: 76% Latin America Gap: 82% Europe Gap: 59% Blogger Global Gap: 69% Asia-Pacific Gap: 63%

[object Object],[object Object],[object Object],Case 1: Music Download Service Launch by Mobile Device Company Overview : A global mobile devices company launched an unlimited download music service in China. benefits of the product, as the media - and especially bloggers - tend to focus on comparing a range of competitive products, so it is advantageous to present the company’s product distinctly. Gap 26% 10% Gap 45% 64% Company Message vs. Mainstream Media Message What the analysis shows : The company communications should provide extensive details about product features (e.g., number of tracks available) to satisfy the mainstream media demand for this information. Demonstrate the competitive

Case 2: Speaker Series from Global Oil Company Executive Gap 100% 91% Gap 77% 100% Overview : A global oil company executive delivered a series of speeches on the future of energy. ,[object Object],[object Object],[object Object],omitted from his speech. Instead journalists independently introduced “shale” into the conversation about energy. In addition, the executive should have used the more widely used phrase “international oil companies,” as “iocs” was too industry-specific to be used in the media. Company Message vs. Mainstream Media Message What the analysis shows : Aspirational ideas such as “frontiers” are more likely to be picked up by media when connected to specific examples such as “shale,” which the company executive

Case 3: Thought Leadership About History of Beauty by Global Beauty Company Gap 75% 72% Gap 64% 50% Overview : A global beauty company released a thought leadership piece about the history of beauty. ,[object Object],[object Object],[object Object],What the analysis shows : Without directly mentioning its hair and skin products, the company drove conversation in the blogs about its products. Thought leadership that resonates well with the brand will drive discussion about the company’s products and core identity. Company Message vs. Blog Message

Case 4: Recall of Children’s Product by Major Retailer Gap 58% 100% Gap 100% 100% Overview : Following an investigative report by the media, a major retailer announced it would immediately stop selling children’s products that had very high levels of toxic materials. ,[object Object],[object Object],[object Object],were eager to vilify contaminated Chinese products. In directly addressing the contamination issue, the retailer prevented a potential crisis. Company Message vs. Blog Message What the analysis shows : While the retailer’s message about its positive management of contaminated products was not reflected by bloggers, it was able to escape accusations from bloggers who

[object Object],[object Object],[object Object],[object Object],Insight #1: “Aspirational” language needs to be supported by concrete facts and messages or it will be ignored

[object Object],[object Object],Insight #2: Tell the whole story – or the media will tell it for you

[object Object],[object Object],Insight #3: Avoid jargon and make it accessible.

[object Object],[object Object],Insight #4: Press releases are being reprinted extensively, which affects the strategy for the communications professional *Repurposed press releases in mainstream and social media were not included in this study.

[object Object],[object Object],[object Object],Insight #5: Bloggers are more likely to make comparisons to competitors and to speculate

[object Object],[object Object],Using the Message Gap Analysis

[object Object],Using the Message Gap Analysis, continued

United States Jennifer Graham Clary Chair, Global Technology Practice Burson-Marsteller San Francisco 415 591 4016 [email_address] EMEA Chris Cartwright Managing Director & Chair, Technology Burson-Marsteller London 0207 300 6463 [email_address] Latin America Claudia Gioia Managing Director, Technology Burson-Marsteller Miami 305 347 4347 [email_address] Asia-Pacific Cassandra Cheong Managing Director, Technology Burson-Marsteller Beijing 86 10 5816 2568 [email_address] Contacts

Message Gap Presentation

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Message Gap Presentation

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