1. Art and Diseño

15TH INTERNATIONAL AGENDA SETTING CONFERENCE
PERCEPTION CHANGE
TAKES MORE THAN
RE-BRANDING
19-21 FEBRUARY 2015
I N T E R C O N T I N E N TA L | V I E N N A
Coverage of Islam, Muslims and Muslim
organizations
-40%
-60%
The world can no longer afford
judgements based on stereotypes.
Whether we work for corporations
or the United Nations, we’re all
addressing this issue. While too
much of the news often remains
negative, the world is actually a
much better place than we think.
Consider, afterall, the success of
the UN’s Millenium Development
Goals and the associated
reductions in child death and
poverty.
of journalism and accept that
there is no such thing as a hidden
champion. In the media there are
only champions and the invisible.
Accepting this requires respecting
that journalists are doing their
best to serve their profession.
DIE ZEIT Circulation
520
500
480
460
440
504
420
Ultimately, it takes two to
tango. Academia, governments,
corporations, and religious leaders
need to understand that news
flow is not a one-way street and
must show the full picture. They
should also grasp the principles
Meanwhile, when publishers and
editors provide the full picture
they enjoy increased circulation
and an improved bottom line.
Today, they understand that the
basic premise of constructive
news is that reporting cannot
stop after recognizing a problem;
it must include investigation into
solutions. The Economist, Die
ZEIT and DR-TV are just a few
media platforms leading by this
example.
Work with:
Networking:
Hands-on Practice:
Theory meets practice
Gain insights and share knowledge
and experience with peers, stakeholders and opinion leaders from
around the world.
Discuss the latest trends around
media impact, agenda setting, cutting, and surfing with experts from
different countries and regions.
Join exclusive workshops on best
practices in investor relations, communications, public diplomacy, economic research, and more.
Media Tenor brings research and
reality together for the 15th time and
invites you to become a part of current media impact research.
Average tone
-80%
9/11-12/31/2001
3/11/2004-6/7/2005
2014
Tone of coverage of the Catholic Church
30%
Postive
25%
20%
15%
25%
10%
18%
5%
7%
0%
2010
2012
1-6/2014
Mustapha El Khalfi
Minister of Information
Morocco
Susanna Flood
Head Communications
Amnesty International
London
Alexander Hug
Deputy Chief Monitor
OECD
Vienna
Michael Møller
Acting Director-General
UN
Geneva
Prof. Mark Esposito
Harvard University
Cambridge
USA
Ulrik Haagerup
400
424
380
Q1/2002
Q2/2012
DIE ZEIT Total Revenue
160,0
By million Euro
140,0
120,0
100,0
80,0
151
60,0
40,0
20,0
74
0,0
2003
2001
Ramu Damodaran
Siphiwe Dlamini
Director UN Academic Impact
Head of communications
UN
Department of Defence
New York
South Africa
Carolina Rodriguez
Andreas Heinecke
Head Perception Change Geneva
UNOG
Switzerland
Founder and CEO
Dr. Jovan Kurbalija
Bulelwa Makeke
General Director
Chief Director: Communications
Marixie Mercado
Geneva Internet Plattform
National Prosecuting Authority
Unicef
Geneva
South Africa
New York
Dr. Francis Quinn
Nikolaus Blome
Laura Thompson
Editor in Chief
DR-TV
Denmark
Director Sustainability
Workiva
Aimes
Head of Berlin office
Der Spiegel
Germany
www.mediatenor.com | www.agendasetting.com
Dialogue in the Dark
Hamburg
Global Head Communications
Deputy Director General
IOM
Geneva
15TH INTERNATIONAL AGENDA SETTING CONFERENCE
Perception change takes
more than re-branding
Does Greece represent 60% of Europe?
When Media Tenor began in 1993, the
consensus among reporters was that
journalism describes the news, but
has no impact in shaping it. At Media
Tenor’s first Agenda Setting Conference
in Leipzig in 1999, some award winners
would not even attend because they
believed that the media do not set the
agenda.
Based on these issues, the United
Nations is now starting the UN Global
Sustainability Index utilizing these
principles to show us where we are
today and where we can go tomorrow.
Perception matters. Countries in need, with little to no visibility, barely have a chance to raise
money. But how did it help Greece when it was spotlighted as the only relevant state in Europe?
What other key developments -- for good or ill -- were sidelined due to the total focus on Athens?
The media is effective above the awareness threshold
200
200
180
180
160
160
140
140
120
120
100
100
80
80
60
60
Image-Ranking
But it is not only continued development
in the field of strategic reputation
management that shows the extent
to which agenda-setting research can
provide differentiated information on
the interaction between the media and
the public. Allianz has begun providing
assistance to companies with its
Reputation Protect Insurance in media
damage cases, and investment banks
now set up funds in response to media
signals. Discussions are no longer
are about whether the media has an
impact, but how and for whom. Current
research in collaboration with Prof.
Schwalbach of the Humboldt University
(center chart) demonstrates that the
awareness threshold plays a key role.
This understanding can even be used
to forecast the opinion of the economic
elite on the image values of the top 240
companies for Manager Magazin.
Media coverage on Greece in Europe
Image-Ranking
22 years later, this is no longer up for
debate. News selection clearly leaves its
mark on media audiences, such as when
Greece, which contributes only 1.5% of
Europe’s economic output, receives
60% of the attention from opinionleading media. This type of impact from
news selection effects decisions, not just
by tourists and consumers, but also by
investors and central banks.
60%
40
20
0
0
20
80
E.ON
RWE
Metr o
Deutsche Telekom
Facebook
Deutsche Bank
Allianz
EADS
Deutsche Lufthansa
20
Google
Daimler
VW
0
BMW
0
100 120 140 160 180 200
Awareness
threshold:
Deutsche Bör se
20
40
BASF
Siemens
Apple
60
80
- 1-2 contributions
per month on TV
and in weeklies
- 5-6 contributions
per month in
dailies
100 120 140 160 180 200
Medien-Bewertung (Rang)
The awareness threshold empirically observed by Media Tenor clarifies the picture. Although only
21 companies are sustainably visible, they display an almost direct correlation between media
evaluation and image ranking (Spearman’s Rho = 0882).
The awareness threshold also matters to financial markets
125
120
Portfolio optimized with Media
Tenor inputs
DJ Sustainability
110
105
100
95
Aug-12
Founder and CEO
Media Tenor International
60
Bayer nLB
Deutsche Bahn
EnBW
40
Medien-Bewertung (Rang)
115
Welcome to the 15th International
Agenda Setting Conference, this
year in Vienna, to celebrate the 30th
anniversary of Media Tenor’s parent
company, InnoVatio.
40
Commer zbank
Sep-12
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
Mar-13
Apr-13
Those who communicate above the awareness threshold, not only ensure top management’s
independence of media agendas, but also effectively supports IR. Constant news flow in business
media affects the buying behavior of financial markets.
www.mediatenor.com | www.agendasetting.com