celebrating ediatenor 2years0 14th International Agenda Setting Conference

mind the gap

October 23-25, 2013 Berlin

1 1 14th INTERNATIONAL AGENDA SETTING CONFERENCE

Mind the perception gap

When Media Tenor started out in 1993, journalists stated: “We don’t make an impact.” At Media Tenor’s first Agenda Setting Conference Welcome! in Leipzig in 1999, some award winners would not even attend because “the media do not set the agenda.”

20 years later, it is no longer a matter of discussion whether news selection leaves its mark on the reader or viewer when Greece, who contributed only 1.5% of Europe’s economic output during good times, receives 60% of the attention in opinion-leading media, this does set the agenda. And this applies not only for tourists but also for investors or central banks.

But it is not only the continued development in the field of strategic reputation management that shows to what extent agenda- setting research can now provide differentiated information on the interaction between the media and the public. Since Allianz started to provide assistance to companies with its own Reputation Protect Insurance in case of media damage and investment banks set up funds in response to media signals, discussions no longer are about if, as in 1993, but rather about how and with whom. Recent research in collaboration with Prof. Schwalbach of the Humboldt University demonstrates that the “awareness threshold” plays a key role. This could even be used to forecast the opinion of the economic elite on the prediction of the image values of the top 240 companies for Manager Magazin.

In a similar fashion, Method Invest in London could complete their backtesting based on Media Tenor data and show that certain media signals anticipate buying and selling behavior on the stock market also after the financial crisis. Agenda Setting at its best?

Welcome to the 14th International Agenda Setting Conference.

Founder and CEO Media Tenor International

2 3 Agenda Setting, Surfing and Cutting

The Agenda Setting approach evolved starts with the simple problem that even as an independent research field in with Internet and online media there is no communication science in 1968. With qualified access to TV, Print, Radio and Agenda Setting, media science took Social Media around the world – not to talk a completely new turn. The previously about the missing standards by which they dominant question of whether or not the should be analyzed. media dominate (mainly political) attitudes was abandoned in favor of analysis of 2. Sensitivity to Cultural Differences the extent to which the media form and In an increasingly globalized world, structure the topics that are discussed, cultural questions play an important role. both by the public and in the course of the Agenda Setting research will be essential political process. in analyzing how the media shape cultural patterns. This change of perspective led to an abundance of empirical studies that demonstrated the Agenda Setting function 3. Increased Consideration of Business of mass media. Media Tenor was founded and Economy in 1993 driven by the realization that a Until now, Agenda Setting research number of gaps still need to be addressed concentrated on political issues and neglected the media coverage of by Agenda Setting research in our time. companies and managers. But in view of There are primarily four shortcomings ongoing globalization, media coverage of for which Media Tenor started the economic developments plays a central International Agenda Setting Conference role in politics and society. in 1999, hosted at the University in Leipzig, Germany – 10 years after the Wall came down: one of the most fascinating fields 4. Increased Use of Timeline Studies of Agenda Setting and Agenda Cutting. Agenda Setting research will increasingly have to utilize the continuous monitoring The Arab Spring 20 years later highlighted “This conference is a prime indicator of the continuing and growing importance of agenda- of media content. Whereas polling data the importance of overcoming these setting. It was early in the last century when Walter Lippmann opened his classic book on is available in monthly and weekly series, shortcomings even faster: public opinion with a chapter titled “The World Outside and the continuous media content data is rare. Pictures in Our Heads” and spotlighted the key intermediary role of the news media. It was 35 years ago that the Chapel 1. Internationality of Research Hill study brought the idea of an agenda-setting role of the The future of the Agenda Setting approach media to empirical fruition. Despite this considerable passage will have to meet more intensively the of time, agenda-setting continues to flourish and expand.“ demand for investigating problems that go beyond the national framework. This Prof. Dr. Maxwell McCombs Jesse H. Jones Centenial, Chair in Communication University of Texas, Austin, USA

4 5 Understanding Media Impacts

The Media Tenor Institute for Media on public opinion. Media organizations Media Tenor issues monthly updates on London-based Investment Bank Method Analysis is an independent, non-partisan such as the BBC, Frankfurter Allgemeine the correlation between media coverage Invest launched the Sustainability organization. Founded in Germany Zeitung, Neue Zürcher Zeitung, WJS and of the economy and the consumer Fund in 2013, trading on media signals in 1993, the institute currently has its Il Sole 24 Ore work with Media Tenor data confidence index. For our strategic provided by Media Tenor. By applying headquarters in Switzerland and offices on a regular basis. The FAZ ranking of the consulting work for corporate clients, the Agenda Setting Theory, scholars in Australia, China, France, Germany, most influential economists was recently we developed a set of risk indicators to from ETH KOF Zurich started to predict Russia, South Africa, Spain, Vietnam and launched in September 2013. Together measure companies’ media reputation the business climate earlier than any the USA. with the UN Academic Impact group, and predict threats to their public image other poll, allowing organizations to act Media Tenor publishes the Integration as well as share price movements. The early and pre-empt PR crises. The way Media Tenor started analyzing Index once a year. opinion-leading media worldwide on a daily basis was founded on the idea of applying In 2012, the Allianz Insurance Group the Agenda Setting / Cutting theory to launched the Reputation Protect Insurance reality. For more than 20 years, its partners offering corporates around the world have received a report every day, whether The awareness threshold is also proven in the financial market assistance based on Media Tenor data or not their activities had been covered by against media damage. the media in a substantive way: Are they above or below the Awareness Threshold? 125 Media Tenor has analyzed the coverage of Portfolio optimized with Media 120 Tenor inputs This accurate database that is accessible national elections in leading media in South 115 on a 24/7 basis answers questions on how Africa, the U.K., the U.S., Germany and DJ Sustainability the media not only cover individual issues, other countries, with the aim of highlighting 110 organizations, countries and persons, but trends in the political coverage in different 105 whether this would have an impact on their countries and studying the influence of diverse stakeholders. Universities, such as media on polls and voters’ behavior. After 100 the London School of Economics, Harvard 9/11, Media Tenor has been part of the 95 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 Business School, Shorenstein Centre group developing the Annual Dialogue (Harvard University), Emory University, Report on behalf of the World Economic Amsterdam University and the Oxford Forum in order to overcome stereotype- Whoever communicates above the awareness threshold, not only ensures top management’s Internet Institute use Media Tenor’s data driven news selection around the world on independence of media agendas, but also effectively supports IR: Constant news flow in business in their research on the influence of media religion and values. media affects the buying behavior of financial markets.

6 7 TV reports / Poll reaction

Share of respontents TV reports

70% 420

60% 360

50% 300

40% 240

30% 180

20% 120

Awareness threshold 10% 60

0 0 10 01 04 07 10 01 04 07 10 01 04 07 10 1998 1999 2000 2001

TV: Reports about BSE Polls: BSE as an important topic

Awareness Threshold In the winter of 2000/2001, a surge of BSE reports on German TV news triggered a dramatic increase in public concern about this topic. After 3 months, just before summer (the BBQ season), media coverage declined and, subsequently, public awareness declined at a similar rate. Media Tenor validates its research results (the media’s influence on which topics are through real-world data, such as sales focused on by the public) and Agenda figures and public opinion polls, in order Cutting (the media’s influence on which TV reports / Beef consumption to identify the media’s tangible impact on topics are deliberately not brought to the an organization and its stakeholders. The public’s attention) is essential to all social, tons TV reports understanding of Agenda Setting & Surfing political and economic organizations. 20000 400 350

15000 300

Reality not 250 shown by media 10000 200 Agenda Contrary to opinion polls it cuttting took 9 months for consumers 150 to adjust, not 3 weeks. 5000 100 Awareness Threshold ‘Reality’ 50 Public -Politics Direct impact 0 0 perception of - Economy 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 - Science reality 2001 2001 - Society Agenda Setting Beef consumption TV reports on BSE Agenda Sur ng

Media reality TV coverage on BSE affected consumer behavior: Beef sales declined by 71% in the wake of intensive TV reporting. Even after the number of negative reports dropped, the effects of the coverage about BSE lasted. After 9 months, beef sales had finally recovered.

8 9 Media Content Analysis - The Media Tenor Way

One of Media Tenor’s strategic advantages 20 years. The data pool has grown to more is the use of human analysts to collect than 110 million units. Media Tenor is the media data – no software can replace the only research institute which analyzes the human brain. This allows for very complex most influential media around the world in statements to be accurately categorized their entirety on a continuous daily basis. into a manageable set of issue groups. Media Tenor’s research has shown that At the same time, Media Tenor’s strict any type of media content analysis that methodology and training guarantee only focuses on individual sections of a consistency in the grouping and rating newspaper or that is only conducted for a of issues. Indeed, Media Tenor puts a limited time can easily generate skewed premium on thorough training and constant results and lead to misconceptions. The testing of our analysts to ensure the highest same is true for research institutes whose possible quality of our data. Media Tenor’s analyses typically rely largely on keyword highly skilled team of 120 analysts from searches and simple word counts or that more than 32 countries and the team of work only with clippings, producing what experienced researchers make it possible amounts to a subjective interpretation of to identify media trends that are shaping the news, but yet call it a proper analysis. public opinion and consumer behavior in Through continuously analyzing all opinion- different parts of the world. leading media, Media Tenor‘s database Media Tenor has been conducting this comprises every word in every article, on intensive international media research for a daily basis

“The annual media agenda setting research conference organized and sponsored by Media Tenor is among the most valuable programs I have experienced. The research presented is ground-breaking and of the highest quality. Scholars and professionals participating in the conference are the leading figures in the field. The discussion is engaging, thought-provoking and highly informative. I most strongly recommend participation in this pioneering event.”

Prof. Dr. John V. Pavlik Professor and Chair, Dept. of Journalism and Media Studies, SCILS Director, The Journalism Resources Institute

10 11 International Agenda Setting Conference

Understanding what is influencing people’s and their CEOs even in the opinion of the for editors-in-chief and publishers to from all areas in order to exchange minds and behavior has become crucial for C-Suite: as the two charts on this page meet with scientists, CEOs, heads of ideas and profit from mutual experience setting corporate and marketing strategies, highlight, the correlation is already at 0.42 investor relations, heads of corporate and professional know-how. Members investor portfolios or election campaigns. if one connects both media impression communications, governments, politicians of the network meet once a year at the The Agenda Setting Network deals with the and the polling of business elites. But once and NGOs and to discuss in highly International Agenda Setting Conference. question of what is the role of traditional you implement the Media Tenor concept of interactive workshops the latest research Members of the network propose topics for and new media in the 21st century and how the Awareness Threshold, the correlations on the impact of the media. discussion and case studies, while Media media content and advertising influence jumps to 0.88 – which, after 20 years of Tenor provides the experts and scientific short and long-term behavior. ongoing research, shows the Agenda The Agenda Setting Network links experts data in the fields discussed. Setting Function of media in general and The latest joint research with Prof. Media Relations, in particular of those Schwalbach, Humboldt University, institutions who manage to communicate Manager Magazin and Media Tenor, which above the Awareness Threshold. was published in August 2013, highlights the strong correlation between media To discuss results like these, the news flow and the ranking of corporates Agenda Setting conference is the place

The media is effective above the awareness threshold

200 200 180 180 Bayer nLB Commerzbank Deutsche Bahn 160 160 EnBW E.ON 140 140 RWE Metr o 120 120 Deutsche Telekom

Facebook 100 100 Awareness “MediaTenor provides a huge service, for me and others threshold: Deutsche Bör se 80 80 Deutsche Bank - 1-2 contributions engaged in researching global media and its impact on public 60 60 Allianz per month on TV EADS and in weeklies 40 40 Deutsche Lufthansa - 5-6 contributions policy. For example, I produced a research paper on coverage

BASF Google Siemens per month in 20 20 Daim ler VW dailies BMW Apple of the 2006 Lebanon War for the 2007 US-Islamic World Forum

Image-Ranking 0

Image-Ranking 0 0 20 40 60 80 100 120 140 160 180 200 0 20 40 60 80 100 120 140 160 180 200 in Doha, Qatar. MediaTenor helped me unearth and understand Medien-Bewertung (Rang) Medien-Bewertung (Rang) crucial data for my analysis.“

Marvin Kalb The awareness threshold that is empirically observed by Media Tenor clarifies the picture: Although Director of the Shorenstein Center on the Press, only 21 companies are sustainably visible, they display an almost direct correlation between media Politics and Public Policy at Harvard‘s Kennedy evaluation and image ranking (Spearman’s Rho = 0882). School of Government

12 13 Media Tenor Awards for Media Diversity

Since ancient Greece, public interest Furthermore, institutions (e.g. universities has not only become ever more diverse, and NGOs) strive to get their viewpoint but also ever more important due to the across to the media. Even entire countries advent of modern democracy. Now, those aim to be recognized by the international in office need to know about and take media. Media Tenor gives awards to those into consideration these diverse needs institutions and countries which are most across all segments of society. It is also successful in their communication efforts indispensable for a democracy that its while also adhering to certain core virtues citizens are adequately informed about the when communicating their message, such decisions taken by its parliament. as diversity and transparency.

The media provide exactly this bridge: Importantly, Media Tenor does not rely On the one hand, they are a source for on a jury to determine the winners of the those in power to tap into the interest of awards. Rather, this decision is based on the public. On the other hand, they provide the careful in-depth analysis of an entire citizens with information. This increasing year’s worth of newspaper articles and diversity and importance of public interest television news broadcasts. This means coupled with the pivotal function of the that winners of the awards are identified media renders the way the media report through objective empirical numbers crucial. Therefore, Media Tenor honors rather than subjective evaluations. those media which excel at showcasing both how diverse the public interest is and how multifaceted the decisions taken by parliaments are with special awards.

14 15 The Awards

The FAZ ranking of the most influential States and Vietnam, and included prime- economists as well as the Allianz time TV news programs, business print Reputation Protect Insurance underlines media, annual company reports and the importance of communication and quoted financial analyst statements from reputation management for all types of leading financial media. Of this analyzed institutions, ranging from media outlets coverage, only those institutions whose and countries to businesses, universities message was able to reach the wider public and governments alike. Although these and thus met Media Tenor’s awareness entities have different goals, audiences threshold became nominees for their and methods of communication, they are respective awards. In this way, Media all increasingly vulnerable to shifting public Tenor’s awards are uniquely objective as opinion based on the volume of information nominees are not pre-selected, but are from competing sources and interests. rather determined by media coverage. Transparency, diversity and visibility remain key components for shaping In all categories for each award, the public opinion via opinion-leading media. maximum candidates could achieve Maintaining these virtues is important was five points. Candidates received for both the media outlets choosing a score of five if their performance was informational content and the institutions at or above a target range established strategizing to get their messages out to by Media Tenor and did not receive an their targeted publics. average tonality greater than negative ten The list of awards presented at this year’s percent where applicable. Select points conference are selected to represent were also awarded to candidates that which media and which institutions are achieved performance near set targets, upholding the core tenets necessary for while negative points were awarded for advancing their reputation and building zero visibility in many award categories. trust with their respective stakeholders on Weighted scoring emphasized criteria a global scale. that actively develop positive image and reputation for each institution, media, Media analyzed this year originated from or business, including ongoing visibility, Australia, Austria, Canada, China, France, diversity, and efforts to attract foreign Germany, India, Italy, South Africa, Spain, investment or promote culture and Switzerland, the United Kingdom, United education.

16 17 Global TV News Award BASIS: The award was based on the analysis of 528 169 reports in 28 international television news programs for the period July 01, 2012 through June 30, 2013.

Step 1: nomination OUTLINE: Criterion 6: Diversity of sources The nominees which were Share of input from external reliable sources selected regarding their TV remains one of the most influential means of reporting opinion leading function are: news. However, according to the latest Gallup polls, trust in the news on mass media (i.e. including TV) has hit its RAI 1 TGI • ABC News 7:30 (AU) lowest levels, where 3 in every 5 people show distrust in BBC 2 Newsnight • ABC World News Tonight this media set. In view of journalistic ethics put to question ABC News 7:30 FOX Special Report (US) through the ‘Murdoch scandal’ and a need for government CBN Financial Nightline • ARD Tagesschau (DE) to protect its own information in South Africa, this raises CCTV News • ARD Tagesthemen (DE) the question around the quality of media and, more SF Tagesschau • BBC 1 Ten o´clock News specifically, TV. Therefore, this award is aimed at finding SABC 1 Zulu/Xhosa News (UK) the TV news network that is getting back to basics and CBC News The National ARD Tagesschau • BBC 2 Newsnight (UK) focusing on improving the standards of news reporting. In NBC Nightly News • CBC News The National order to establish the best means of representing the data CBS Evening News (CA) and provide ‘fairness’ to all TV media, share of reporting ZDF Heute • CBN Financial Nightline will be used to represent the data. TVE1 Telediario-2 (CN) BBC 1 Ten o´clock News 0% 10% 20% 30% 40% 50% 60% • CBS Evening News (US) Step 2: Calculating score of nominees • CCTV News (CN) The criteria used for calculating the score of the nominees are: • eTV PrimeTime News Share of coverage on external sources Basis: 528,169 reports (at least 5 seconds) in 28 international TV (top 15) (SA) • Diversity of issues (domestic) • FOX Special Report (US) • Diversity of protagonists • HTV9 News (VN) • Diversity in foreign country coverage Criterion 11: Domestic health policy • ITV News at Ten (UK) Share of coverage on domestic health issues • NBC Nightly News (US) • Focus on women as opposed to men • ORF Zeit im Bild (AT) • Tonality of coverage on domestic vs. foreign coverage • RAI 1 TGI (IT) • Diversity of sources & input • RTL Aktuell (DE) BBC 2 Newsnight • FOX Special Report • SABC 1 Zulu/Xhosa • Diversity in company coverage BBC 1 Ten o´clock News News (SA) • Diversity in industry coverage ITV News at Ten • SABC 2 Afrikaans News • Share of coverage on the economy (domestic) ABC News 7:30 (SA) VTV1 News TF1 Le Journal • SABC 2 Sotho News • Focus on policy issues (domestic) (SA) CCTV News • Focus on health policy (domestic) CBS Evening News • SABC 3 English News • Focus on education policy (domestic) RTL Aktuell (SA) ABC World News Tonight • SF Tagesschau (CH) • Visibility & diversity of emerging markets (developing SF Tagesschau • TF1 Le Journal (FR) countries) – positive and neutral coverage only HTV9 News • TVE1 Telediario-2 (ES) SABC 1 Zulu/Xhosa News • VTV1 News (VN) NBC Nightly News • ZDF Heute (DE) 0,0% 0,5% 1,0% 1,5% 2,0% 2,5% 3,0% 3,5% • ZDF Heute journal (DE) Share of coverage on domestic health policy issues

Basis: 528,169 reports (at least 5 seconds) in 28 international TV (top 15)

18 19 Best Business Media Award BASIS: The award was based on the analysis of 176,338 quoted analyst statements in nine financial print media for the period July 01, 2012 through June 30, 2013.

Step 1: nomination OUTLINE: Criterion 1: Analyst diversity The nominees which were Coverage centered on top 3 analysts selected regarding their Given the rise of globalization and the increasingly opinion leading function are: interconnected nature of the global economy, the need for accurate, in-depth and comprehensive financial Mint information has never been greater. The business • Barron’s (US) media play a fundamental role in this regard, by being Financial Times • Expansión (ES) the leading outlet for news on market, economic, and Handelsblatt • Financial Mail (SA) industry developments. The value of financial information • Financial Times (UK) is determined by going beyond just mentioning increases Expansión or decreases in the price of stocks, the yield of certain • Handelsblatt (DE) Les Echos bonds, or price fluctuations. Thus, publications that • Mint (IN) provide clarifying and contextual analysis were rewarded. Wall Street Journal • Les Echos (FR) The Best Business Media Award honors the media that Financial Mail • The Economist (UK) contributed the most diverse, informative and meaningful • Wall Street Journal (US) information. This media evaluation was done according The Economist to 7 predetermined criteria that cover a wide range of topics that are relevant in the global economic context. Barron's Publications were awarded points based on their level of 0% 20% 40% 60% 80% 100% diversity, and whether they fell within the target corridor of Top three analysts Other analysts coverage on certain topics. Basis: 176,338 analyst statements in 9 opinion leading business media

Step 2: Calculating score of nominees The criteria used for calculating the score of the nominees are: Criterion 7: Geographical diversity Share of coverage outside home market • Analyst diversity • Topic diversity The Economist • Time balance

• Coverage beyond price movements Financial Times • Coverage of currency developments • Coverage of bond developments Les Echos

• Geographical diversity Handelsblatt

Barron's

Financial Mail

Expansión

Wall Street Journal

Mint

0% 20% 40% 60% 80% 100% Outside home market Home market

Basis: 176,338 analyst statements in 9 opinion leading business media

20 21 Agenda Setter Media Award BASIS: The basis for the Agenda Setter Media Award is all references to other editorial sources in 25 international print and television outlets in the period from July 2012 to June 2013. In print media the politics and business sections were analyzed. TV broadcasts were analyzed in their Step 1: nomination OUTLINE: entirety. Out of all quoted media, 20 publications were included in the analysis with a total data The nominees which were pool of 2,336 quotations. selected regarding their Media Tenor has been analyzing opinion leadership for opinion leading function are: more than 15 years. The quotation ranking shows how Criterion 1: Volume of quotations news, editorial content and interviews are picked up and Overall ranking of quotations used as sources by other media. The ranking is an indicator • BBC of investigative expertise and journalistic performance by Spiegel • Bild am Sonntag the editorial teams of the quoted media outlets. In order to New York Times understand the reasons for changes in the quotation ratio, CNN • Bild-Zeitung Bild-Zeitung Media Tenor introduced qualitative aspects to its analysis Financial Times Wall Street Journal • CNN in 2006. Since then, subject matter and, in the case of Süddeutsche Guardian • FAZ Sonntagszeitung business coverage, information about industrial sectors Bild am Sonntag BBC mentioned in quotes have been gathered on a continuous Welt • Focus Le Monde basis. Media Tenor can therefore identify the key Welt am Sonntag • Financial Times capabilities of individual editorial rooms and measure the Mail & Guardian (ZA) FAZ Sonntagszeitung • Guardian success of targeted news placements more specifically. The Sunday Times (ZA) Syrian TV Washington Post • Handelsblatt Step 2: Calculating the score of nominees Handelsblatt Focus • Le Monde The criteria used for calculating the score of the nominees are: SABC 0 50 100 150 200 250 • Mail & Guardian (ZA) • Overall volume of quotations number of quotations • New York Times • Frequency of quotations on first two pages/television Basis: 2,336 quotations in 25 international print and television media, 01/07/2012 – 30/06/2013 • SABC reports • Balance of quotation with regard to the most important • Spiegel Criterion 3: Balance of topics topics: • Syrian TV - Party policy Balance of quotation with regard to the most important topics • Süddeutsche Zeitung - Foreign policy - International economy • The Sunday Times (ZA) Financial Times - Public debt/budget Spiegel Wall Street Journal • Washington Post - Labor market Handelsblatt Bild-Zeitung • Welt - Economic situation/markets Le Monde - Economic/monetary policy Süddeutsche • Welt am Sonntag Welt am Sonntag - Companies situation Bild am Sonntag FAZ Sonntagszeitung • Wall Street Journal - HR/personnel policy Focus Welt - Energy/environment New York Times - Social welfare/education/culture Washington Post Mail&Guardian • Share of quotations in media other than local media BBC SABC CNN The Sunday Times Guardian Syrian TV 0 100 200 300 400 500 600

sum of ranks in topic analysis

Basis: 2,336 quotations in 25 international print and television media, 01/07/2012 – 30/06/2013

22 23 G20 Country Image Award BASIS: The award was based on the analysis of 48,279 reports in 13 international television news programs, 57,961 statements in key business media, and 139,824 quoted analyst reports in three business print media for the period July 01, 2012 through June 30, 2013. Step 1: nomination OUTLINE: The nominees which include Criterion 4: Domestic politics all G20 members are: The group of 20 major world economies constitutes Salience of coverage on domestic politics approximately 90% of the global gross domestic product (GDP), 80% of world trade, as well as two thirds of the • Argentina Turkey world population. These 19 nations (plus the European Mexico • Japan Union) represent the foundation of the global economy and India South Africa • Australia occupy a position of unique prominence for that reason. USA • Mexico Developments in these economies have a far-reaching Russia impact and significance for the global economy. The Argentina • Brazil Canada G20 Country Image Award attempts to provide a holistic Italy • Russia evaluation of the international media profile of these Indonesia • Canada Brazil countries. This media evaluation was done according to France • Saudi Arabia 10 predetermined criteria that cover a wide range of topics Saudi Arabia China • China that are relevant to the countries in focus. Germany • South Africa UK Australia Step 2: Calculating score of nominees Japan • France Target = 26% The criteria used for calculating the score of the nominees are: South Korea • South Korea 0% 10% 20% 30% 40% 50% 60% • Germany Core criteria: Share of coverage • Turkey • Basic visibility and no excess negativity • India Basis: 48,279 reports on 13 international television news programs • The United Kingdom Political arena: • Visibility and tonality on international politics & issues • Indonesia Criterion 6: Economic coverage • Visibility and tonality on domestic policy Tonality of coverage on economy • The United States of America Economic arena: Canada • Italy • Tonality on business activity South Korea • Visibility and tonality on economic issues and policy Brazil Russia • Tonality on investments from quoted analysts China India Germany Social arena: Mexico • Visibility and tonality on social policies Turkey • Visibility and tonality on education, science and Saudi Arabia USA technology Australia • Visibility and tonality on domestic culture and religion Indonesia United Kingdom France Leadership: Japan Italy • Visibility of leadership and government Argentina South Africa

-70% -60% -50% -40% -30% -20% -10% 0% 10% 20% 30%

Negative Positive

Basis: 48,279 reports on 13 international television news programs

24 25 MENA Country Image Award BASIS: The award was based on the analysis of 1 567 reports on 25 international television news programs and 136 quoted analyst reports in 10 business print media for the period July 01, 2012 through June 30, 2013. Step 1: nomination OUTLINE: The nominees who met Media Criterion 8: Analyst evaluations Tenor’s Awareness Threshold The MENA region occupies a key position in the current Tonality of analyst statements and whose message was geopolitical debate, and the resulting international thus able to reach the wider implications of this debate places the region in a unique public are: media position. Establishing a diverse, informative and Negative credible media image will help shape and accelerate Positive • Israel discussions around how the nations in this region are perceived by international observers. The MENA Country • Morocco Morocco Image Award seeks to honor the country in the MENA United Arab • Palestine region with the most robust media profile. -100% • Qatar Emirates This award attempts to provide a holistic evaluation of the 67% • United Arab Emirates Palestine (No coverage) international media profile of these countries. This media 0% evaluation was done according to the predetermined criteria spelled out below. These cover a wide range of Qatar topics that are relevant to the countries in focus. 13% Israel Step 2: Calculating score of nominees 33% The criteria used for calculating the score of the nominees are:

Political arena: Basis: 2,118 in quoted financial analyst statements in 10 opinion-leading business media, July 1, 2012 – June 30, 2013 • Visibility and tonality on international politics & issues • Visibility and tonality on domestic policy Criterion 4: Domestic politics Salience of coverage on domestic politics Economic arena: Share of coverage • Tonality on business activity • Visibility and tonality on economic issues and policy • Tonality on investments from quoted analysts United Arab Social arena: Emirates • Visibility and tonality on social policies • Visibility and tonality on education, science and 27,5% technology Palestine • Visibility and tonality on domestic culture and religion 13% Morocco 26,9% Leadership: Qatar • Visibility of leadership and government 13,3% Isreal 22,6%

Basis: 1,000 reports on the five MENA Country Image Award nominees, July 1, 2012 – June 30, 2013

26 27 Asia Country Image Award BASIS: The award was based on the analysis of 15,282 reports on 13 international television news programs, 25,482 reports in three business print media, and 36,296 quoted analyst statements in 11 financial print media for the period July 01, 2012 through June 30, 2013. Step 1: nomination OUTLINE: The nominees who met Media Criterion 1: Overall visibility and tonality Asia is the largest and most populous continent in the Tenor’s Minimum Visibility Coverage in international news programs Threshold and did not receive world and has the second highest nominal GDP of all the excess negative tonality and continents. As such, Asia is considered a global socio- whose message was thus economic powerhouse and it is of interest to investigate the Negative continent’s image in foreign media. The Media Tenor Asian able to reach the wider public Country Image Award looked at the media presence of Positive are: Asian countries in international television news programs, North Korea excluding coverage of the countries in their respective China 1991 reports 2853 reports • Cambodia domestic media. This encompassed analyzing each of the nominated countries according to 10 predetermined criteria. • China The selection of the 12 nominees for the award was based South Korea • Japan on receiving basic visibility in international media and no 633 reports • Laos excess negative tonality. A maximum of five points were allocated to countries reaching the target of each criterion • Malaysia -22% and a bonus point was awarded to the leading country in • Myanmar each segment. Points were deducted for low visibility or -27% -26% • North Korea poor tonality. Certain criteria were weighted to account for -5% • Singapore the naturally higher visibility of some countries as a result of membership of the G20. Consistency in terms of visibility • South Korea and tonality in all criteria is preferable to inconsistent • Sri Lanka performance. Japan • Taiwan -15% -11% -8% 1090 reports Step 2: Calculating score of nominees 20% • Vietnam The criteria used for calculating the score of the nominees are: Myanmar 345 reports Taiwan Vietnam 106 reports Political arena: -6% 62 reports • Visibility and tonality on international politics & issues Laos • Visibility and tonality on domestic policy 102 reports -28% Cambodia Economic arena: 8% 177 reports • Tonality on business activity 5% • Visibility and tonality on economic issues and policy • Tonality on investments from quoted analysts Sri Lanka Malaysia 81 reports 161 reports Social arena: • Visibility and tonality on social policies • Visibility and tonality on education, science and Singapore technology 163 reports • Visibility and tonality on domestic culture and religion

Leadership: • Visibility of leadership and government Basis: 15,282 reports in 13 international television news programmes

28 29 EU Country Image Award BASIS: The award was based on the analysis of 23,801 reports on 13 international television news programs, 43,667 reports in three business print media and 21,304 quoted analyst statements in 11 financial print media for the period July 01, 2012 through June 30, 2013. Step 1: nomination OUTLINE: Criterion 1: No excess negativity The nominees which include The fate of nations is no longer solely dependent on Overall media tonality all EU member states are: their relationships with other governments or nations. Increasingly, perceptions by international publics, strongly Finland • Austria shaped by the power of foreign media, are affecting the Sweden economic, social and diplomatic development of nations. • Belgium Luxembourg The European Union, currently under international scrutiny • Bulgaria Netherlands over its ability to sustain and promote growth during • Croatia Austria financial turmoil, is often reduced to media reporting on Malta • Cyprus one or two of its member countries. The Media Tenor Latvia • Czech Republic EU Award explores which of the 28 member nations UK • Denmark is communicating the most diverse image to foreign Croatia Germany • Estonia publics, promoting reputational strengths in the realm of education, social and innovative development, as well France • Finland Belgium as communicating economic policy which can mitigate • France Ireland the risks of single-issue reporting on the collective ”Euro Italy 5 Point target • Germany crisis.” Particular emphasis was placed on categories Lithuania which develop positive reputation to attract foreign direct • Greece -40% -30% -20% -10% 0% 10% 20% 30% 40% • Hungary investment, tourism, and education & science. This award relates to overall performance in 10 criteria. • Ireland Negative Positive Basis: 23,801 reports on 13 international TV news stations • Italy Step 2: Calculating score of nominees • Latvia The criteria used for calculating the score of the nominees are: Criterion 7: Social development • Lithuania Core criteria: Salience of coverage on social development • Luxembourg • Basic visibility and no excess negativity • Malta Belgium • Netherlands Political arena: Denmark • Poland • Visibility and tonality on international politics & issues Spain • Visibility and tonality on domestic policy UK • Portugal Bulgaria • Romania Economic arena: Germany • Slovakia • Tonality on business activity Sweden • Slovenia • Visibility and tonality on economic issues and policy Netherlands Greece • Tonality on investments from quoted analysts • Spain Luxembourg • Sweden Austria Social arena: • UK Czech Republic • Visibility and tonality on social policies Hungary • Visibility and tonality on education, science and Italy 5 Point target technology Cyprus

• Visibility and tonality on domestic culture and religion 0% 1% 2% 3% 4% 5% 6%

Leadership: Share of coverage • Visibility of leadership and government Basis: 23,801 reports on 13 international TV news stations

30 31 German Government Communicator Award BASIS: The award was based on the analysis of 234,088 reports in 24 opinion-leading German TV, radio and print media for the period July 01, 2012 through June 30, 2013.

Step 1: nomination OUTLINE: Criterion 2: Visibility of department The nominees which include Coping with personalization all German government Media Tenor awards this prize to the people and departments are: departments in the government, who went the extra mile to inform the public - whether voters or not – about the work Bundeskanzleramt Verkehr, Bau und Stadtentwicklung • Arbeit und Soziales - done by the government , regardless from which party the minister hails. This long-term award is based on an analysis Gesundheit Labor Justiz that shows how the federal departments in Germany have • Auswärtiges Amt – Ernährung, Landwirtschaft und Verbraucherschutz communicated about their tasks and activities in the past Foreign affairs Inneres twelve months. • Bildung und Forschung - Wirtschaft und Technologie Verteidigung Education Through the objective analysis of the media coverage it is Familien, Senioren, Frauen und Jugend • Bundeskanzleramt - possible to determine which departments have answered Auswärtiges Amt Chancellery the demands of the journalists best. The results reflect Umwelt, Naturschutz und Reaktorsicherheit • Ernährung, the importance attributed to the ministries by the opinion- Arbeit und Soziales Finanzen leading media, so that they could shape their own media Landwirtschaft und Wirtschaftliche Zusammenarbeit und Entwicklung Verbraucherschutz – image - regardless of their ministers. Bildung und Forschung Consumer protection 0% 10% 20% 30% 40% 50% 60% 70% • Familien, Senioren, Step 2: Calculating score of nominees Share of coverage compared to the minister The criteria used for calculating the score of the nominees are: Frauen und Jugend - Basis: 234,088 reports about protagonists Family • No excess negativity • Finanzen - Finances • Visibility of ministry Criterion 3: Tone compared to minister • Gesundheit - Health • Tone compared to minister Only a few departments are rated better than their master • Inneres – Domestic • Share of op-eds and interviews

affairs • Share of voice Familien, Senioren, Frauen und Jugend • Justiz - Justice • Visibility as participant in public debate Verkehr, Bau und Stadtentwicklung • Umwelt, Naturschutz • Visibility as participant in public debate: Core issues Wirtschaftliche Zusammenarbeit und Entwicklung und Reaktorsicherheit - of the department Bildung und Forschung Environment • Continuity over time Ernährung, Landwirtschaft und Verbraucherschutz • Verkehr, Bau und • Reference to the future Bundeskanzleramt Auswärtiges Amt Stadtentwicklung - • International presence of department and minister Finanzen

Transport Umwelt, Naturschutz und Reaktorsicherheit • Verteidigung - Defence Inneres • Wirtschaft und Wirtschaft und Technologie Technologie - Economy Verteidigung • Wirtschaftliche Justiz Arbeit und Soziales Zusammenarbeit Gesundheit und Entwicklung – -20% -15% -10% -5% 0% 5% 10% 15% 20% Development aid

Worse than minister Better than minister

Basis: 234,088 reports about protagonists

32 33 German Federal States Award BASIS: The award was based on the analysis of 234,088 reports in 24 opinion-leading German TV, radio and print media and 176,436 quoted analyst statements in 11 business print media for the period July 01, 2012 through June 30, 2013. Step 1: nomination OUTLINE: The nominees which include Criterion 1: Basic visibility all German federal states are: The process of globalization threatens to influence the Only Bavaria and Berlin reach public awareness regional level in Germany, but the Federal States can maintain a wide range of tasks ranging from education Bayern • Baden-Württemberg to culture and internal security to the key issues of Berlin • Bayern economic policy. German states compete for foreign direct Nordrhein-Westfalen • Berlin investment, tourists, gifted students, and more. Here, the Niedersachsen Baden-Württemberg media image greatly contributes to the public image of the • Brandenburg Hessen • Bremen region. Hamburg • Hamburg Sachsen The loss of confidence in most areas of public life since Sachsen-Anhalt • Hessen the beginning of the financial crisis has made information Rheinland-Pfalz • Mecklenburg- the key factor in overcoming the resulting distrust. MEDIA Thüringen Vorpommern TENOR awards this prize to the state government that Schleswig-Holstein Mecklenburg-Vorpommern communicates extensively and successfully to inform • Niedersachsen Brandenburg citizens about its activities and goals - and not just the • Nordrhein-Westfalen Bremen voters during an election campaign. Awareness threshold • Rheinland-Pfalz Saarland 0 100 200 300 400 500 600 700 800 900 1000 • Saarland Step 2: Calculating score of nominees • Sachsen The criteria used for calculating the score of the nominees are: Number of stories • Sachsen-Anhalt Basis: 52,244 news stories • Schleswig-Holstein • Basic visibility and no excess negativity • Evaluation of state governments Criterion 9: Evaluation of culture, religion, travel and sports • Thüringen • Salience / evaluation of domestic policy Culture is a key to a positive perception • Salience / evaluation of economy/business • Salience / evaluation of environment, energy and Thüringen transport Sachsen • Evaluation of companies in 4 international business Bayern media Hamburg Nordrhein-Westfalen • Evaluation in analyst quotes Hessen • Salience / evaluation of social policy Mecklenburg-Vorpommern

• Salience / evaluation of education, science, technology Schleswig-Holstein

• Salience / evaluation of culture, religion, travel and Brandenburg sports Rheinland-Pfalz • Evaluation of prime minister in international TV news Berlin Bremen

Sachsen-Anhalt

Niedersachsen

Baden-Württemberg

Saarland

-100% -80% -60% -40% -20% 0% 20% 40% 60% 80%

Negative Positive

Basis: 234,088 reports about protagonists

34 35 DAX 30 Reputation Award BASIS: The basis of the Media Tenor DAX 30 Reputation Award is all passages about DAX companies and their executives of at least five lines (print) or five seconds (broadcast) in length in 38 German media including Financial Times, Wall Street Journal and Les Echos. The total data Step 1: nomination OUTLINE: pool for the analysis consisted of 26,938 reports about DAX companies over a period of The nominees which include twelve months (between July 2012 and June 2013). all DAX30 companies are: Connecting to the media is of central importance for German blue chip companies listed in the DAX 30 index. They are Criterion 1: Volume of coverage under close scrutiny by the media and have to live up to Overall visibility • Addidas high standards. The requirements of ongoing disclosure of • Allianz business results and the high awareness of share prices Deutsche Bank • BASF make media relations an important factor in their overall VW Daimler • Bayer success. Establishing sustainable positive relations with Lufthansa • Beiersdorf opinion-leading media therefore is a high priority for public Commerzbank relations executives in the DAX 30 groups. The ongoing Allianz • BMW Siemens and complete analysis of media performance of the DAX • Commerzbank BMW 30 by Media Tenor shows which groups are successful in ThyssenKrupp • Continental building a positive and multifaceted media image. Deutsche Telekom Metro • Daimler E.ON • Deutsche Bank Step 2: Calculating the score of nominees RWE The criteria used for calculating the score of the nominees are: Munich Re • Deutsche Börse Deutsche Post • Deutsche Lufthansa … Awareness threshold = 984 reports • Volume of coverage 0 1000 2000 3000 4000 5000 • Deutsche Post • Diversity of value drivers • Deutsche Telekom • Tone of coverage Number of reports • Share of voice • E.ON Basis: 26,938 reports (at least 5 seconds) in 38 media, 01/07/2012 – 30/06/2013 • Fresenius • Share of interviews and opinion pieces • Personalization (share of stories focusing on senior • Fresenius Medical Care management) Criterion 9: Key topic clients/customers/products • HeidelbergCement • Tone of coverage of senior executives Importance of key topic clients/customers/products • Henkel • Key topic: Innovation • Infineon Technologies • Key topic: Clients/customers/products Deutsche Börse • K+S • Key topic: Personnel/human resources BMW • Lanxess • Key topic: Regulations/politics VW • Share of forward-looking reports Daimler • Linde Deutsche Post Adidas • Merck Deutsche Telekom Allianz • Munich Re Munich Re • RWE Beiersdorf Merck • SAP SAP Metro • Siemens MAN • ThyssenKrupp Infineon … • Volkswagen Group 0% 5% 10% 15% 20%

Share of reports Basis: 26,938 reports (at least 5 seconds) in 38 media, 01/07/2012 – 30/06/2013

36 37 DAX 30 Best Annual Report Award BASIS: The award was based on the analysis of 20,012 statements in the most recent annual reports of DAX 30 companies, 4,075 reports on DAX 30 companies in three opinion-leading business media, 1,374 reports on DAX 30 companies on international news programs and 3,204 quoted Step 1: nomination OUTLINE: analyst statements in 10 business print media for the period July 01, 2012 through June 30, The nominees which include 2013. all DAX30 company reports Annual Reports represent a key corporate communications are: tool that has meaning to a range of stakeholders, including Criterion 1: Materiality investors, employees, customers, and partners. Making DAX 30 displays strong focus on materiality sure that annual report content is meaningful, diverse and • Addidas effective above and beyond the legal financial reporting Fresenius SE • Allianz requirements of the documents is key for any company Beiersdorf Continental • BASF looking to control and strengthen its image. Media Tenor Daimler analyzed standard, non-required content in the most recent Deutsche Bank • Bayer Henkel reports on DAX 30 companies on ten criteria to determine Allianz • Beiersdorf VW a winner ThyssenKrupp • BMW BMW Heidelbergcement • Commerzbank Step 2: Calculating the score of nominees Merck & Company Linde 5 points • Continental The criteria used for calculating the score of the nominees are: Deutsche Post Lanxess • Daimler Commerzbank • Share of materiality in annual report content E.ON • Deutsche Bank RWE • Diversity of sources in annual report content Infineon • Deutsche Börse Deutsche Lufthansa • Diversity of geographic locations mentioned in annual SAP 3 points • Deutsche Lufthansa Siemens report content 90% 91% 92% 93% 94% 95% 96% 97% 98% 99% 100% • Deutsche Post • Diversity of topics mentioned in annual report content • Deutsche Telekom • Share of positive tonality in annual report content Share of materiality • E.ON • Share of negative tonality in annual report content Basis: 20,012 statements in DAX 30 Annual Reports 2012/2013 • Fresenius • Share of content in annual report related to sustainability issues • Fresenius Medical Care Criterion 7: Share of coverage on sustainability • Overall tonality of annual report compared to tonality K+S, Deutsche Bank buck trend, focus on sustainability • HeidelbergCement on company from quoted financial analysts

• Henkel • Overall tonality of annual report compared to tonality K + S • Infineon Technologies on the company in reports on international TV news Deutsche Bank 5 points • Overall tonality of annual report compared to tonality Lanxess • K+S Siemens 3 points on the company in opinion-leading business media • Lanxess BMW BASF • Linde Beiersdorf • Merck SAP • Munich Re Allianz Commerzbank • RWE Continental • SAP Deutsche Telekom Merck & Company • Siemens ThyssenKrupp • ThyssenKrupp Linde Daimler

• Volkswagen Group 0% 1% 2% 3% 4% 5% 6%

Share of content on sustainability Basis: 20,012 statements in DAX 30 Annual Reports 2012/2013

38 39 Financial Expert Award BASIS: The award was based on the analysis of 184,854 quoted analyst statements in 12 business print media for the period July 01, 2012 through June 30, 2013.

Criterion 5: Share of coverage on gold Step 1: nomination OUTLINE: Analysts on gold The nominees who met Media Tenor’s Minimum The Financial Expert Award honors the financial expert firm

Visibility Threshold and whose that provides the best-rounded coverage of the financial HSBC message was thus able to markets. This coverage ideally provides media audiences Goldman Sachs reach the public are: and investors with the most accurate assessment of the UBS

economy and the investment climate. After the twenty most- Deutsche Bank

visible financial expert and analyst firms were determined, Barclays • HSBC they were each assessed based on ten criteria. These Credit Suisse • Sanford C. Bernstein criteria evaluated the diversity of investment objects Citigroup • Nomura focused upon, the geographic range of coverage, analyst FactSet • Gartner Group prominence across different media, attention to current Fitch • Deutsche Bank pressing issues, and the analysts’ ability to not only explain Thomson Reuters • IDC the present, but to consider the future. For each category, Morgan Stanley analyst and financial expert firms performing within or near JP Morgan Chase • UBS Target Corridor the target corridor were awarded points. Ultimately, the Morningstar • Goldman Sachs overall winner was the financial analyst or expert firm with 0% 1% 2% 3% 4% 5% 6% 7% • Credit Suisse the highest score after the evaluation of all ten categories. • Thomson Reuters Share of coverage on gold Step 2: Calculating score of nominees • Fitch Basis: 176,404 quoted financial analyst statements in 10 opinion-leading business media, July 1, 2012 – June 30, 2013 The criteria used for calculating the score of the nominees are: • JP Morgan • Citigroup • Number of analyzed media quoting the nominated Criterion 7: Share of coverage not on price/yield movements • Dealogic analyst firms Beyond price movements • Morningstar • Share of quoted analyst statements on companies as • Morgan Stanley investment objects • Barclays • Share of quoted analyst statements on equities and Gartner Group equity markets as investment objects IDC • FactSet Moody's • Share of quoted analyst statements on bonds and Fitch • Moody’s S&P bond markets as investment objects Sanford C. Bernstein • S&P • Share of quoted analyst statements on currencies and Dealogic Morningstar currency markets as investment objects Nomura Securities • Share of quoted analyst statements on gold and gold JP Morgan Chase Credit Suisse markets as investment objects Deutsche Bank • Share of quoted analyst statements on real estate and Thomson Reuters UBS real estate markets as investment objects Citigroup Morgan Stanley • Share of quoted analyst statements on all investment HSBC objects with topics focused on subjects other than Barclays FactSet Target Corridor prices and yields Goldman Sachs • Share of quoted analyst statements focusing on 60% 70% 80% 90% 100% events outside of the analyst firm’s home market • Share of quoted analyst statements focusing on the Share of coverage beyond prices and yields future Basis: 176,404 quoted financial analyst statements in 10 opinion-leading business media, July 1, 2012 – June 30, 2013

40 41 NGO Reputation Award BASIS: The award was based on the analysis of 548 reports on 13 international television news programs and 714 reports in three business print media for the period July 01, 2012 through June 30, 2013. Step 1: nomination OUTLINE: The nominees who met Criterion 1: Consistent visibility over time Media Tenor’s Minimum Non-governmental organizations, ranging from research Visibility over time Visibility Threshold and whose institutes to humanitarian aid organizations, have become message was thus able to increasingly influential in world affairs. They often impact reach the public are: the social, economic and political activities of communities The Brookings Institute Human Rights Watch and nations as a whole, addressing various issues by Institute for Supply Management different means. In a world in which the growing number American Civil Liberties Union • ACLU of emergencies caused by conflict and natural disasters National Rifle Association Amnesty International • American Enterprise are matched by increasingly fierce competition for funds International Committee of the Red Cross Institute among other agencies, the media plays an important role Greenpeace wikileaks • Amnesty International in drawing attention to crises, generating sustainable Syrian Observatory for Human Rights political interest, and raising funds from public and private Tax Policy Center • Boy Scouts of America Peterson Institute sources. Thus, the media is a critical component for Boy Scouts of America • Center for Responsive building trust, communicating to selective stakeholders World Economic Forum Politics Transparency International and stimulating public interest in sustaining the work of Gift of the Givers Foundation • Gift of the Givers these organizations. American Enterprise Institute Institute for Fiscal Studies Foundation Center for Responsive Politics 5 Point target

• Greenpeace The evaluation of the Media Tenor NGO Image Award is 0 2 4 6 8 10 12 based on an institute’s ability to increase their impact via • Human Rights Watch Number of months visible opinion-leading media in three main arenas. • Institute for Fiscal Studies Basis: 1,262 reports on 13 international TV news stations and 3 business print media • International Committee Step 2: Calculating score of nominees of the Red Cross The criteria used for calculating the score of the nominees are: Criterion 8: Balance of materiality (issues vs. operations) • Institute for Supply Materiality of media coverage Management Building Trust: • Visibility/tonality on NGO operations/management • National Rifle Association Amnesty International • Visibility/tonality on NGO services/innovation Institute for Fiscal Studies • Peterson Institute Gift of the Givers Foundation • Visibility/tonality on NGO reputation Syrian Observatory for Human Rights • Syrian Observatory for • Visibility/tonality on NGO engagement with publics Human Rights Watch Greenpeace Human Rights Peterson Institute Influencing stakeholders: Boy Scouts of America • Tax Policy Center Tax Policy Center • The Brookings Institute • Share of voice of NGO/management American Civil Liberties Union • Visibility of research The Brookings Institute • Transparency American Enterprise Institute • Materiality (issues vs. operations) Institute for Supply Management International National Rifle Association • Global outreach (visibility in foreign media & global International Committee of the Red Cross • World Economic Forum activity) Transparency International Center for Responsive Politics • Wikileaks wikileaks Maintaining or promoting a sustainable image: World Economic Forum • Image on regulation/political framework/legal 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% challenges Issues Organizational focus

Basis: 1,262 reports on 13 international TV news stations and 3 business print media

42 43 University Reputation Award BASIS: Media Tenor has tracked the coverage of internationally renowned universities in 17 German, British, French, Spanish, Italian, South African and US TV news as well as in Financial Times, Wall Street Journal and Les Echos in the period from July 2012 to June 2013. Out of all Step 1: nomination OUTLINE: references to universities, 20 institutions were included in the analysis with a total data pool The nominees which were of 1,809 reports on universities. referred to regularly in opinion Media shape the perception of the world: Universities and academic institutions accordingly depend to an increasing leading media are: Criterion 4: Presence of expertise degree on sustainable media coverage. There is a growing Presence of expertise quoted in the media demand for acceptance of science by society. Scientific • University of California, institutions compete for public funding, researchers,

Berkeley teachers and students. Reputation is not restricted to the Pennsylvania State University • University of Cambridge realm of science itself but must be generated and managed London Business School in a broader sense. Harvard University • University of Chicago Georgetown University Yale University • Columbia University In the wake of the global financial crisis companies, London School of Economics University of Chicago • Duke University politicians, parties, governments and whole countries have Columbia University lost public trust. The helplessness of science in the face of University of California, Berkeley • Georgetown University University of Oxford man-made and natural disasters has shaken confidence in • Harvard University INSEAD the expertise and integrity of universities as well. Winning University of Cambridge New York University • INSEAD back public trust is a paramount task for academics and Stanford University • Johns Hopkins University academic institutions. University of Pennsylvania Johns Hopkins University • London Business School Massachusetts Institute of Technology Moreover, the role of academic institutions is not confined University of Michigan • London School of Duke University to media coverage of the academic arena. Input from Economics Michigan State academics and scientists provide independent input into 0% 20% 40% 60% 80% • Michigan State University the public debate. This makes the use of academic sources Share of all reports and not only from the area of politics a criterion of quality • Massachusetts Institute Basis: 1,809 reports (at least 5 seconds) in 20 media, 01/07/2012 – 30/06/2013 of Technology journalism. • New York University In the competition for public support and funding, scientific Criterion 9: Appearance in media other than local media • University of Oxford institutions have to move beyond the Awareness Threshold Share of reports in media other than local media • Pennsylvania State of the media, in order to demonstrate their capabilities and present a comprehensive picture of their goals and plans University of Oxford University London Business School to the public. London School of Economics • Stanford University University of Cambridge Harvard University • University of Michigan Step 2: Calculating the score of nominees Georgetown University Massachusetts Institute of Technology • University of The criteria used for calculating the score of the nominees are: Yale University INSEAD Pennsylvania University of Michigan • Yale University • Volume of coverage Michigan State University • Tone of coverage New York University Columbia University • Diversity of topics University of California, Berkeley • Presence of expertise quoted in the media University of Pennsylvania Johns Hopkins University • Share of voice (share of stories based mainly on Duke University quotes from the organization) Stanford University Pennsylvania State University • Share of forward-looking statements University of Chicago • Share of key topics such as R&D, science, technology, 0% 10% 20% 30% 40% 50% innovation • Volume of coverage of “products”, e.g. teaching Share of reports in media other than local media • Share of presence in media other than local media Basis: 1,809 reports (at least 5 seconds) in 20 media, 01/07/2012 – 30/06/2013

44 45 Economic Think Tank Award BASIS: Media Tenor has tracked the coverage of German economic think tanks in German print media and TV news in the period from July 2012 to June 2013. The basis of the Media Tenor Award for economic think tanks is all passages of at least five lines or five seconds in length in 40 German media plus FT. Subject of the analysis of print media were the politics and business Step 1: nomination OUTLINE: sections. TV broadcasts were analyzed in their entirety. The nominees which were referred to regularly in opinion In times of crisis, economic think tanks are very much The total data pool for the analysis consisted of 5,521 reports about German economic think leading media are: in demand, but their role is much more disputed than in tanks. times of “business as usual”. News media are the most important channel for economic research institutes to • ifo Institut für Criterion 1: Volume of coverage transport their messages to the public – and to the relevant Overall visibility Wirtschaftsforschung people in politics and business. The heads of the institutes • Deutsches Institut für play a prominent role in the communication activities. ifo Wirtschaftsforschung Different opinions on the worldwide financial crisis and DIW (DIW) uncertainty regarding future developments have not left the group of economists unscathed. Their reputation has IW • Rheinisch- been damaged over the last several months. This makes it ZEW Westfälisches Institut even more important to regain trust. Only some economic für Wirtschaftsforschung think tanks are successful in communicating their scientific IfW (RWI) analysis and recommendations to a wide range of media RWI

• Hamburgisches – from TV news to the daily and weekly press, in order to IWH generate a sustainable media image. Weltwirtschaftsinstitut IMK (HWWI) Step 2: Calculating the score of nominees HWWI Awareness Threshold = 1044 reports • Institut für The criteria used for calculating the score of the nominees are: 0 500 1000 1500 2000 Wirtschaftsforschung Halle (IWH) • Volume of coverage Number of reports • Institut für Weltwirtschaft • Tone of coverage Basis: 5,521 reports (at least 5 seconds) in 40 media, 01/07/2012 – 30/06/2013 • Personalization (share of stories focusing on senior (IfW) management) Criterion 4: Evaluation of representatives • Institut der deutschen • Tone of coverage of senior executives Tone of coverage of senior executives Wirtschaft (IW) • Share of voice (share of stories based mainly on

• Zentrum für europäische quotes from the organization) IWH Wirtschaftsforschung • Diversity of topics DIW (ZEW) • Key topic: Employment • Key topic: Economic situation/economic policy ZEW • Key topic: Business climate RWI • Key topic: Energy/environment • Key topic: Education HWWI • Key topic: Euro crisis/EU politics IW • Share of interviews and opinion pieces IMK • Balanced media presence • Share of forward-looking reports ifo

IfW

-20% -10% 0% 10% 20%

Negative Positive

Basis: 5,521 reports (at least 5 seconds) in 40 media, 01/07/2012 – 30/06/2013

46 47 Agenda Setting Theory Award

W. Russell Neuman

Celebrating 20 years of success at Media have unique Agenda Setting effects. Thus, Tenor would be incomplete without honoring Neuman’s benchmark study featured in the landmark research of W. Russell Neuman, Public Opinion Quarterly in 1990 titled “The who was the first scientist to discuss the need Threshold of Public Attention” was the first of for establishing “Awareness Thresholds” in its kind to measure the early stages of public Agenda Setting research back in 1989. awareness and the need for a “critical mass” or threshold to move a matter of private Recognizing that the theoretical models concern to a public, political issue. established for understanding the Agenda Setting process fell short of accounting Understanding and working with Awareness for the dynamic and context-dependent Thresholds has been a core tenet of Media phenomenon of real-world cues and Tenor research for the past 20 years and has individual experiences, Neuman questioned been relevant to understanding what moves the status quo of media research. He and shapes public opinion on a variety understood that media agendas change of issues. Neuman’s work has proved an over time, that both media and the public invaluable asset to advancing research and respond to real-world cues and experiences continues to be relevant today. It is with great outside of mainstream platforms, and that honor that Media Tenor awards Neuman with the types of issues discussed in the media this year’s Agenda Setting Theory Award.

W. Russell Neuman is currently research career at Yale University, the John Derby Evans Professor of MIT, University of Pennsylvania, and Media Technology at the University the University of Michigan and has of Michigan. He received a Ph.D. and published numerous articles on the M.A. at the University of California, topic of telecommunications, digital Berkeley Department of Sociology as media and politics, exploring the well as a B.A. from Cornell University’s connections and effects they have on Department of Government. He one another. has had an extensive teaching and

48 49 Media Tenor Special Award

50 51 Media rarely reflect the reality of global trafficking activity Special Award: Human Trafficking Concentration of trafficking activity by origin and destination country

For the second consecutive year, Media Tenor is pleased that in the last year media Trafficking victims Tenor is giving a special award to the issue coverage of the issues has nearly tripled, of Human Trafficking, which remains one of media reporting remains critically low in the biggest yet elusive problems in modern media which has the capability of breaking day history. the attention barrier for issues of low salience and influencing public attention Rather than give a special award to one to matters that are little known outside of organization in hopes of seeing them NGOs and activist circles. improve their media image, Media Tenor decided to take on the responsibility of Media Tenor will continue to give this special change by selecting a relevant topic that award to human trafficking each year has been ignored by media around the until our goal of breaking the awareness Countries of origin world. Last year Media Tenor initiated threshold is reached and we are one step Very High no. of people this change and brought attention to the closer to sparking meaningful debate High no. of people trafficking industry and the lack of general on problems and efforts to implement Countries of destination public awareness, despite commendable meaningful solutions on a global scale. In Very high no. of people High no. of people efforts from leading NGOs, governments case of success, Media Tenor will go back and human rights groups. Although Media to selecting a new topic each year.

Joerg Eigendorf: Die Welt CNN’s Hala Gorani improves awareness of issues Eigendorf is chief editor of the investigative team of the Die Welt German and Australian journalists also show initiative group in Germany, recognizing the importance of trafficking.

Hala Gorani (CNN: International Desk)

Marion von Haaren (ARD Tagesschau)

Leigh Sales (ABC 7.30) Q: Why are you taking the risk covering order to keep risks away. So the biggest human trafficking? challenge is to find victims willing to talk Udo van Kampen (ZDF heute) JE: We don’t regard this as a risk but as to us without bringing them into danger. Roland Adrowitzer(ORF TV (ZIB 1)) a responsibility. Human trafficking is the It’s even more challenging to talk to those Caro Meldrum-Hanna (ABC 7.30) root of modern slavery which has to be who profit from human trafficking. But this combatted by all means. Independent is necessary to understand the business. Petra Gerster(ZDF heute) journalism has an important role to play in Chris Brown (CBC News: The National) this battle. Q: How do you convince your Editor-in- Natalia Antevala (BBC 2 (Newsnight)) Chief to keep the momentum going on Ingo Zamperoni(ARD Tagesthemen) Q: What are the key issues your team the issue? is facing? JE: Since we published our first profile 0 2 4 6 8 10 12 14 16 JE: It is very difficult and dangerous story on trafficking in September 2010 we research to bring light into this complex have received a lot of recognition, awards, Number of reports system. This is a very profitable and and support for our reporting on human Basis: 305 reports Jan.-Aug. 10, 2013 on international TV cynical “business” and the people behind trafficking. I get all the support necessary it don’t hesitate to use illegal means in from my colleagues on the Editorial Board.

52 53 In celebrating 20 years of Media Prix and the 2002 Harmonie Magazine Martin Kasik, Tenor, it is apt that Martin Kasik, one Award, amongst others. of the foremost Czech pianists of the Pianist Extraordinaire present day, will provide our musical Martin Kasik has played in many of interludes. Martin and Roland Schatz, the world’s premiere concert venues, CEO of Media Tenor/InnoVatio, met including the Berlin Philharmonic Hall almost 20 years ago in Ostrava when and the Kennedy Center in Washington, Martin was a 17 year old student at the D.C. As a soloist, Martin has appeared Janacek Conservatory. After hearing with, among other orchestras, the Martin play, Media Tenor/InnoVatio Chicago Symphony Orchestra, the was so excited by his performance Minneapolis Symphony Orchestra and that we offered him a CD recording, the Helsinki Philharmonic Orchestra. as well as the opportunity to play at Martin has regularly worked with the the upcoming International Agenda Czech Philharmonic Orchestra and Setting Conference. Since then we the Prague Symphony Orchestra, have closely followed Martin’s career which he accompanied on their and have met up again on various respective tours of the United States occasions in Europe and the USA. and Japan. In 2008, Martin was appointed President of the Chopin Martin Kasik has devoted himself to Festival in Mariánské Lázně. Since playing the piano since the age of 4. 2009, he has also taught piano at the He studied with Monika Tugendliebová Prague Conservatory. at the Janáček conservatory in Ostrava, and subsequently with Ivan Martin‘s discography comprises 10 Klánský at the Academy of Music and CDs for the Supraphon and Arco Diva Performing Arts in Prague. Martin labels. has been the recipient of a number of prestigious awards, and has to his We are extremely happy that Martin credit laureateships from the 1998 could join us in celebrating our 20th Prague Spring International Music anniversary and we wish him all the Competition, the 1999 Young Concert best with his future endeavours. Artists Competition, the 2000 Davidoff

54 55 Prof. Dr. Frank Brettschneider Eli Khoury Institute for Communication Science, Founder and CEO, Quantum Group University of Hohenheim, Stuttgart, Saatchi&Saatchi MENA, Beirut, Lebanon Germany Prof. Francesco de Leo Prof. Dr. Stephen Coleman CEO Green Comm Challenge, Los Angeles, University of Leeds, Research Institute for USA Communications, Co-Director Centre for Digital Citizenship, United Kingdom Prof. Shiping Liu Chief Scientist & Associate Director of CAS Farhad Dilmaghani Financial Technology Center, Chairman of Former Secretary of State, Senior Adviser GBICC, Shanghai Mercator Foundation, Berlin, Germany Prof. Emeritus Dr. Max McCombs Prof. Dr. Wolfgang Donsbach University of Texas at Austin, USA Head of Institute for Communication Science, TU Dresden, Fellow of Alisa Miller International Communications Association, CEO, Public Radio International, Germany Minneapolis, USA

Prof. Dr. Robert G. Eccles Prof. Dr. Nitin Nohria Harvard Business School, Boston, USA Dean Harvard Business School, Boston, USA Nakle El-Hage Editor in Chief, Al Arabiya, Dubai Prof. Dr. Eli Pollak Weizman Institut, University Jerusalem, Prof. Dr. Frank Go Israel´s Media Watch, Israel Rotterdam School of Management, Erasmus University, The Netherlands Prof. Emeritus Dr. Donald Shaw University of North Carolina at Chapel Dr. Christoph Frei Hill, USA Media Tenor Advisory General Director, World Energy Council, London, United Kingdom Prof. Dr. Holli Semetko Board Emory University, Atlanta, USA Anthony Gooch Director of Public Affairs and Media From its inception, Media Tenor institute for Relations, OECD, Paris, France Prof. Jan-Egbert Sturm ETH Zurich, Director KOF, Switzerland content analysis has continuously developed new Prof. Michael B. Goodman ways of improving media research. Media Tenor Director Corporate Communication Institute, Mathatha Tsedu incorporates the support and expertise of the New York, USA Editor, City Press, Johannesburg, South Africa academic community in developing and refining its Ulrik Haageruk methods. The close contact between both parties Editor in Chief, DR-TV, Copenhagen, Nguyen Anh Tuan has been essential in maintaining the exceptional Denmark Member of Global Advisory Board, Harvard Business School, Associate, accuracy of our media analysis. Bernard Kalb Shorenstein Center on the Press, Politics, Washington DC, USA and Public Policy

56 57 Notes Allianz Global Corporate & Specialty Allianz Reputation Protect Protecting your company’s reputation in a crisis

58 59 ediatenor

15th International Agenda Setting Conference

October 30 - November 1, 2014 hOTEL Palace | Lucerne

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