Manage Your Reputation

MANAGE YOUR
REPUTATION!
7th International Agenda Setting Conference
11th 13th October 2006, Steigenberger Grand Hotel Petersberg, Bonn
Network, Share Knowledge & Best Practice

1
October 11th-13th, 2006 / www.agendasetting.com

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.
AS workshops
Economics
TV Media
Publishers Image
NGOs / Initiatives
2006 MEDIA TENOR
CEO
Communication
Election
Campaigning
Agenda Setting Theory
Investor Relation Management
Issue Management
Corporate Reputation
Management
2
Since 1999..

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.
2006 MEDIA TENOR
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.
Agenda Setting Theory

Who steals my purse steals trash; 'tis something, nothing; 'Twas mine, 'tis
his, and has been slave to thousands:
2006 MEDIA TENOR
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

4
Founders of Agenda Setting Theory

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.
2006 MEDIA TENOR
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
Original Model of Agenda Setting

Media reality determines the Public Agenda
Reality
- Politics
- Economy
- Science
- Society
Agenda Building
Agenda Cutting
Selection by
- Journalists
- Political PR
- Public Affairs
2006 MEDIA TENOR
Direct
impressions,
discussions
Inter-media Agenda
Setting
Media reality
Media agenda
Public Agenda
Setting
Public perception of
reality
Public Agenda
7th International Agenda Setting Conference: www.agendasetting.com
Media Tenor Adaptation of Agenda Setting Model

Understanding the Impact of Media Agenda Setting
Reality
not shown by Media
Agenda Cutting
Reality
Politics, Economy,
Direct Impact
Science, Society
Public Perception
of Reality
Media
Agenda Setting, reality
2006 MEDIA TENOR
Surfing
Media Tenor
Codebook
Content Analysis
Coding
Applied Agenda
Setting Research
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.
Traditional SEND - RECEIVE Model
SEND
RECEIVE
Initial
Information
(Messages)
Change
(Target)
ID
ID
ID
ID
ID
ID
2006 MEDIA TENOR
ID
ID
ID
At the 2nd Agenda Setting Conference in Bonn, participants of the Agenda Setting theory
workshop further adapted the traditional SEND-RECEIVE Model in accordance with the Agenda
Setting theory.
8
Breaking through the awareness threshold

Initial
Information
(Messages)
ID
ID
ID
ID
ID
ID
2006 MEDIA TENOR
ID
ID
ID
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.
9

Initial
Information
(Messages)
ID
ID
Competitor
Analysis
ID
ID
ID
ID
2006 MEDIA TENOR
ID
ID
ID
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 institutions
they are benchmarked against. Only when the organisations message is stronger can
behavioural change be reached.
10

Initial
Information
(Messages)
ID
ID
Competitor
Analysis
Additional
Information
ID
ID
ID
ID
2006 MEDIA TENOR
ID
ID
ID
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).
11

Initial
Information
(Messages)
ID
ID
ID
ID
ID
ID
2006 MEDIA TENOR
ID
ID
ID
Competitor
Analysis
Additional
Information
A
W
A
R
E
N
E
S
S
T
H
R
E
S
H
O
L
D
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.
12
Breaking through the Awareness Threshold

Initial
Information
(Messages)
Competitor
Analysis
Additional
Information
Change
(Target)
Support
ID
ID
Leverage
ID
ID
ID
ID
2006 MEDIA TENOR
ID
ID
Leverage
ID
Opposition
Media market intelligence

identifies the opportunities for
leveraging an organization's
image drivers (ID) allowing
image development to be more
strategic and effective.
Keeping track of competitor

communication is essential in
establishing the amount of
communication required for a
message to be heard.
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).
Evaluating if the planned

image change has been
credibly accepted requires
detailed analysis of the media
and opinion based data.
13
Examples of Agenda Setting
2006 MEDIA TENOR

14
Agenda Setting and Consumer Behavior

Reports on Mad Cow Disease and corresponding public opinion polls
Polls: BSE an important Issue
TV Reports
60%
360
50%
300
40%
240
30%
180
20%
120
Awareness threshold
10%
60
0%
0
1
2006 MEDIA TENOR
1999
10
2000
10
10
2001
Source: Media Tenor/ Forschungsgruppe Wahlen
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 ...
15
Agenda Setting and Consumer Behavior

Agenda Setting impact: Nine months recovery time
Beef Consumption (tons)
20,000
TV Reports
15,000
300
10,000
200
Contrary to opinion polls,

it took nine months for
consumers to adjust, not
three weeks.
5,000
100
0
1
2006 MEDIA TENOR
400
2000
10
10
2001
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.
16
Agenda Setting and Consumer Confidence Index

Media reporting has an impact on consumer behaviour
Real World
Media selection and presentation

Coverage
Tone
Consumers perception
2006 MEDIA TENOR
Consumers behaviour
Real World
Personal
Income
Wealth
Preferences
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.
40
110
20
105
100
-20
95
-40
90
-60
85
1
5
7
2004
11
Rating
5
7
2005
11
3
5
2006
Consumer Confidence
Source: Medien Tenor 2006; Conference Board
17
Agenda Setting in Tourism Industry

Reports on Terror vs Number of Tourists in Israel, 1998-2005
! Share of terror centered reporting
Number of German tourists

Thousand
100%
!
80%
60%
200
150
!
!
100
50
40%
!
20%
2006 MEDIA TENOR
0%
1998
1999
2000
2001
2002
2003
2004
2005
The Ministry of Tourism only offers statistics for the 1st quarter of 2005, but the
numbers (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.
All reports focused on Israel and Palestine on 7 TV news magazines from 01.01.1998-31.10.2005.
18
Agenda Setting in Investor Relations

MT portfolio surpassed the EuroStoxx50 Index over 6 months
Unweighted Media Tenor-sample portfolio vs. Euro -STOXX 50 Index
11.400
Media Tenor-Portofolio
11.200
11.000
10.800
10.600
Media Tenor-Portfolio
+9,72%
10.400
10.200
10.000
EURO STOXX 50
2.784,92
(05.07.2004)
-1,29%
9.800
9.600
9.400
EURO STOXX 50
2.821,33
(08.01.2004)
9.200
2006 MEDIA TENOR
04.03
18.03
01.04
15.04
29.04
13.05
24.06
08.01
22.01
05.02
19.02
27.05
10.06
26.02
11.03
25.03
08.04
22.04
06.05
01.07
20.05
15.01
29.01
12.02
03.06
17.06
2004
Media Tenor created a virtual portfolio: Each time analyst quotations on Euro Stoxx
shares were above the threshold of 40 quotations in seven business media, those shares
were bought/sold according to their media image.
19
Agenda Setting in Politics

Media boost for Gore shortly before elections came too late
30%
Bush and Gore in media trend data and public opinion polls Oct/ Nov 2000
Positive ratings: Bush ahead
Negative ratings: Gore ahead
Gallup Poll:
Bush ahead of Gore
Polling Trend
20%
10%
10%
5%
0%
0%
-10%
-5%
-20%
Media coverage:
Media trend Bush-Gore; data of
coverage in three-day increments
Media trend
-10%
-30%
-15%
October 2000
2006 MEDIA TENOR
15%
November 2000
Media trend - aggregated balance between reports on Bush-Gore / Poll: Difference between Bush and Gore
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.
Basis: ABC, NBC and CBS news
20
Agenda Setting in Media Industry

Significant correlation: Quotes circulation
References to the FTD in other media and circulation figures
2006 MEDIA TENOR
Zitate (Anzahl / Quartal)
Auflage
110000
70
100000
60
90000
50
80000
40
70000
30
60000
20
50000
10
40000
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/03
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.
21
Agenda Setting in Society

People dont recognize the need for help
Coverage of Asian tsunami vs. Pakistan earthquake - German T.V. news
Tsunami
Earthquake in Pakistan
80
80
60
60
2006 MEDIA TENOR
Donation 178
million (USD)
Donation 8
million (USD)
40
40
20
20
0
26/12
30/12
28/12
1/1
3/1
7/1
5/1
11/1
9/1
15/1
13/1
19/1
17/1
Number of reports, German TV by days
8/10
12/10
10/10
16/10
14/10
20/10
18/10
24/10
22/10
28/10
26/10
Number of reports, German TV by days
German TV Media: ARD Tagesschau und Tagesthemen, ZDF heute und heute journal RTL Aktuell, SAT1 NEWSPro7 NEWSTIME
22
Examples of Agenda Cutting and Surfing
2006 MEDIA TENOR
But he that filches from me my good name Robs me of that which not
enriches him And makes me poor indeed.

23
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
1%
0,2%
0,2%
99%
99,8%
2006 MEDIA TENOR
99,8%
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.
Basis: 125.217 reports overall in 9 German Tv news, 3 U.S. TV news, 5 South African TV news
24
Example of Agenda Surfing

Weekly media picks up on investments
Communications environment regarding investments in news coverage
200
Investments in Daily newspapers

50
160
40
120
30
80
20
40
10
0
19.05.25.05.
40
Investments in TV news broadcasts
26.05.01.06.
02.06.08.06.
09.06.15.06.
16.06.22.06.
23.06.29.06.
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
30
2006 MEDIA TENOR
20
10
0
19.05.25.05.
26.05.01.06.
02.06.08.06.
09.06.15.06.
Investment mentioned in media
16.06.22.06.
23.06.29.06.
Investment report in media
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
25
Example of Agenda Surfing

Overall Prognostic Performance
0
1
0
2
0
0
0
2
0
1
0
1
0
2
W o+
0/1
1
W o+
0
0
0
0
0
1
0
2
?
Old age
provision
0
0
1
1
0
2
TV:+
Family
0
1
0
1
0
1
Welfare
Growth
potential
0
0
0
1
0
1
Stagnation
Budget
0
1
1
2
1
1
W o:+ TV: +
1
1
2
3
0
1
W o:+
0
0
0
0
2
1
Ztg.+
Investment
2
1
2
1
?+
2
1
Ztg.+
Red tape
Health care
Economic
system
real
System
Forecast
real
System
Forecast
real
System
Forecast
Labour
market
W eek
200522
200522
200522
200523
200523
200523
200524
200524
200524
Ecucation
Coverage of 12 Communication issues
Comment
0
above the awareness threshold
1
growing thematisation
forecast
0
66% overall 66% for upward forecasts
0
0
75% overall 50% for upward forecasts
2
(TV:+)
2006 MEDIA TENOR
Forecast not met
Forecast met
26
Manage Your Reputation
2006 MEDIA TENOR

27
Where does Reputation come from?
Advertising
Measurement:
Media content Analysis
Word of mouth
Measurement:
Web content analysis
Direct experience
News coverage
2006 MEDIA TENOR
Measurement:
Media content analysis
Perceptions & attitudes

Measurement: Public polls
Measurement:
Customer experience surveys
Consumer Behaviour
28
Measuring of Reputation Media Content Analysis
Content Analysis
2006 MEDIA TENOR
Measuring Impact
Early Warning System

for Reputation Crises
The reputation of an institution can be measured by

analysing 100% of the media content (TV, Radio,
Print, and Web), including reports, advertising,
newsgroups and blogs.
These results are later correlated with public

opinion polls, consumption patterns, etc., to show
the effects of the media on an institutions
reputation and peoples perceptions.
Media content analysis and the identification of the
Awareness Threshold provide an early warning
system to prevent reputation crises with the help of
active communication.
29
Media Content Analysis of Advertisement
Coding of pictures
(Motive)
2006 MEDIA TENOR
message
x
spending
= activity indicator
Coding of messages
(Text)
Measure for
Communication
Diamond
30
Media Content Analysis of Reports (TV, Radio, Print)

All Information About Every Relevant Subject is Coded
Subject: Bush - 101

Aspect: TV presidential debate - 115234
Rating 0.0 (neutral)
Source: Journalist - 1
Subject: Kerry - 209

Aspect:
sticking to principles - 118382
Rating 5.5 (negative)
Source: Bush - 101
Subject: Kerry
Aspect: military planning - 202020
Rating 5.5 (negative))
Source: Bush
Subject: Kerry
Aspect: National Security - 13100
Rating 0.5 (implicitly negative))
Source: Bush

Aspect: TV debate - 115234
Rating 1.1 (positive)
Source: Experts
2006 MEDIA TENOR
Subject: Bush - 101

Aspect: TV debate - 115234
Rating 4.4 (rather negative)
Source: Experts

Aspect: Campaigning in genera - 113251l
Rating (rather negative)
Source: Journalist
Subject: Bush - 101
Aspect: Honesty- 118335 Rating
5.5 (negative)
Source: Kerry
Source: The New York Times,

10/02/04, page 1
Human Analysis
31
Media Content Analysis of Web
2006 MEDIA TENOR
Inform Client
32
Quality of analysis makes the difference
2006 MEDIA TENOR
Analytical
Detail analysis - level of

each information unit
(statement)
Profile analysisarticle level
100% coverage based on

daily papers, business
papers, TV-News,
Newsgroups, special
interest media
Relational and conceptual
analysis rich in context.
Scientific and reliable.
Article level analysis
70 %
Mechanical
SKILLS REQUIRED
100 %
Word frequency
(mechanical)
Purely conceptual
analysis
Clipping summary
Daily clippings
Operational
CLIENT VALUE
Strategic
33
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 Analysis
2006 MEDIA TENOR
Measurable Benchmark for Company Goals

Company/Subsidiary Media Image
Executive Media Image
Comprehensive Risk Analysis
Risk Mitigation Support
34
Agenda Setting Effects in Reputation Management

CEO/Board
Investor Relations
Internal Data
2006 MEDIA TENOR
Media Content Analysis of

TV, print, radio, Web sites,
web logs, newsgroups.
Analysis of data by
experienced research
team, identifying main
messages, early warning
system.
Corporate Communication
Final Report
of Agenda
Setting
Effects in
Reputation
Managemet
Marketing
External Data
External data such as:

polls, consumption patterns,
voting behaviour, share
price, and market research
data are correlated with
media content anaylsis and
research output - Agenda
Setting Applied Research
35
Methodology: Human Coding

Media content analysis needs human brain
2006 MEDIA TENOR
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).
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)
36
CODING STEP NR. 1
Choice of 3019 Media
Choice of 3407 Main Topics

Choice of 4399 Protagonist
2006 MEDIA TENOR
Choice of 8484 Persons

Choice of 2043
Politicians & Parties
37
2006 MEDIA TENOR
CODING STEP NR. 2
38
Risk Management Case:

Lipobay/Bayer
January 2000 August 2001
2006 MEDIA TENOR

39
Risk Management Case Study

Bayer communicated beneath Awareness Threshold for too long
Presence of Bayer in international media, 01/2000 08/2001
800
700
600
Awareness
Threshold
500
400
300
200
100
0
2006 MEDIA TENOR
01
20
g. 1
Au 200
ly 1
Ju 200
ne 1
Ju 200
ay 01
M 20
ril 001
Ap h 2
c
ar 1
M 20 0
b. 1
Fe 0 0
2
n. 0
Ja 200
c. 0
De 200
.
ov 0
N 20 0
t. 0
Oc 200
p. 0
Se 200
g. 0
Au 200
ly 0
Ju 200
ne 0
Ju 200
ay 00
M 20
ril 000
Ap h 2
c
ar 0
M 20 0
b. 0
Fe 0 0
2
n.
Ja
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.
40

Early warning signs appeared long before Lipobay scandal
Rating of Bayer in international media, 01/2000 08/2001
60
Higher share of
positive reports
40
20
0
-20
-40
-60
01
20
g. 1
Au 200
ly 1
Ju 200
ne 1
Ju 200
ay 01
M 20
ril 01
Ap h 20
c
ar 1
M 200
b. 1
Fe 0 0
2
n. 0
Ja 200
c. 0
De 200
v. 0
No 200
t. 0
Oc 200
p. 0
Se 200
g. 0
Au 200
ly 0
Ju 200
ne 0
Ju 200
ay 00
M 20
ril 00
Ap h 20
c
ar 0
M 200
b. 0
Fe 0 0
2
n.
Ja
2006 MEDIA TENOR
-80
Higher share of
negative
reports
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.
41

All relevant image factors had long been receiving predominantly negative
coverage
80
Share of positive
reports
60
40
20
Finance
Products & Services
-20
Use of corprate
assets
-40
Corporate appeal
-60
Share of positive
reports
2006 MEDIA TENOR
III
/0
1
II/
01
I/0
1
IV
/0
0
III
/0
0
II/
00
I/0
0
-80
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.
42
Risk Management Case:

Ford 2000 2004
2006 MEDIA TENOR

43

Ford recovers from crisis, lacks sustainable image
Overall rating of Ford Group in leading U.S. media, 1/2000 10/2004
strong
weak
volatile
40
Ford
20
Slowly recovering
from a huge image
crisis but still
regarded as risky
investment
-20
-40
Average rating per month

-60
2006 MEDIA TENOR
7
2000
10
7
2001
10
7
2002
10
7
2003
10
7
2004
Has so far not been

able to regenerate its
former positive
image
10
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
44

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
Reputation Criteria
0,6
0,4
Management Quality
Financial Soundness
Products & Services
Innovation
0,2
Ford:
- Lost its image as an
innovative company
- Needs to stabilize its
media image with
regard to management
0,0
- Slowly recovered its

product-related image
after the Explorer
rollover incidents
-0,2
-0,4
Media rating per year
2006 MEDIA TENOR
-0,6
2000
2001
2002
2003
2004
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.
45

Communications goals can be benchmarked analytically
Media rating of GM, Ford, DC and Toyota in U.S. media, 1/1999 10/2004
0,6
Ford
General Motors
Daimler Chrysler
Toyota
0,4
0,2
Image Gap
Toyota
Detroit
-17,10
+23,65
-65,76
-17,30
-73,80
-9,00
-43,80
-12,80
-38,90
-10,00
-44,40
+6,00
0,0
Image Gap:
-0,2
2006 MEDIA TENOR
Average rating per year
- Reputation Risk (-)

vs. Opportunity (+)
compared to competitors
-0,4
1999
2000
2001
2002
2003
2004
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.
46
Media Tenor International
2006 MEDIA TENOR

47
Consulting, Predictions, Research
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.
2006 MEDIA TENOR
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 international media image and to help guide their corporate communications
strategy.
Striving for excellence in performance

48
Target Groups
Investors, Banks
Politicians,
Political Parties
CEOs,
Corporations
Our Target Groups
2006 MEDIA TENOR
Universities,
Research Institutions
Media, Journalists
Government Offices
NGOs, Initiatives
49
Since 1994, continuous media content analysis
2006 MEDIA TENOR
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
USA - NYC
UK - London
GER - Bonn/Berlin
SA - Pretoria
CZ - Ostrava
CH- Lugano
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-byday 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.
50

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

2006 MEDIA TENOR

Investor Relation Management

7th International Agenda Setting Conference

2006 MEDIA TENOR

Agenda Setting Theory

2006 MEDIA TENOR

Othello, William Shakespeare

Founders of Agenda Setting Theory

2006 MEDIA TENOR

Original Model of Agenda Setting

2006 MEDIA TENOR

7th International Agenda Setting Conference: www.agendasetting.com

Media Tenor Adaptation of Agenda Setting Model

2006 MEDIA TENOR

Traditional SEND - RECEIVE Model

2006 MEDIA TENOR

Breaking through the awareness threshold

2006 MEDIA TENOR

Breaking through the awareness threshold

2006 MEDIA TENOR

Breaking through the awareness threshold

2006 MEDIA TENOR

Breaking through the awareness threshold

2006 MEDIA TENOR

Breaking through the Awareness Threshold

2006 MEDIA TENOR

Media market intelligence

Keeping track of competitor

Tracking other, additional, information

Evaluating if the planned

Examples of Agenda Setting

2006 MEDIA TENOR

Othello, William Shakespeare

Agenda Setting and Consumer Behavior

2006 MEDIA TENOR

Source: Media Tenor/ Forschungsgruppe Wahlen

Agenda Setting and Consumer Behavior

Contrary to opinion polls,

2006 MEDIA TENOR

Agenda Setting and Consumer Confidence Index

Media selection and presentation

2006 MEDIA TENOR

The theoretically probable connection between

Source: Medien Tenor 2006; Conference Board

Agenda Setting in Tourism Industry

Number of German tourists

2006 MEDIA TENOR

Agenda Setting in Investor Relations

2006 MEDIA TENOR

Agenda Setting in Politics

Agenda Setting in Media Industry

2006 MEDIA TENOR

Zitate (Anzahl / Quartal)

Agenda Setting in Society

2006 MEDIA TENOR

Number of reports, German TV by days

Number of reports, German TV by days

Examples of Agenda Cutting and Surfing

2006 MEDIA TENOR

Othello, William Shakespeare

2006 MEDIA TENOR