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Remaining Relevant Amidst a Global Health Crisis – Part 4 W2O’s Relevance Quotient Helps Organizations Stay Attuned & Ahead Covering Activity up to April 27, 2020

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Our Fourth Report in the Series…

…updates our previous three COVID-19 Relevance Reports with data through April 27 and incorporates a US state and local perspective, a -specific analysis and a look at policy-maker and advocacy group engagement.

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group What Are We Learning After Two More Weeks? Relevant companies are focused on balancing tensions:

National: State (+City): Inconsistency in leadership and inaccuracy of claims often at odds As trust shifts away from the federal government, governors are with the experts. driving the agenda sometimes in conflict with city mayors.

Public Health: Economy and Civil Liberties: Maintaining restrictions until the curve is flattened. Debates and protests over easing of restrictions. Debates between state and city-level officials.

Societal Good: Sustainability of Business Operations: Organizations providing goods and services for free or at The long-term implications of operating at lower revenue levels. significantly reduced prices.

Benevolent Actions: Marketing: Some organizations are realizing it’s OK to market to consumers on Organizations continue to empathize with and support stakeholders something unrelated to COVID-19 while others suspend advertising more than marketing to them. or donate advertising funds to small businesses.

The New Normal: The Next Normal: COVID-19 is accelerating those macro trends. Organizations that are seeing COVID-19 put a magnifying glass on pre-existing macro trends such a relevance bump are thinking about how to sustain as organizational digital transformation and innovation. it post-COVID-19.

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Pg. 3 Before Diving Into the Last Two Weeks, Let’s Recap What We Mean by Relevance

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Companies That Are Relevant Behave Differently and Solicit Different Stakeholder Engagement

Relevance Quotient Relevance Quotient

a data-driven, agile way of thinking and A One-dimensional Measure: it is multi-dimensional, operating that is attuned to societal and multi-directional, multi-source and multi-audience cultural currency Only Impressions or Media Mentions: it is not only about the number of articles or mentions in coverage Only Quantity of Content: producing the most content, shares or engagement does not make you relevant

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group The Relevance Quotient Maps and Closes the Gap Between…

…what companies need …what stakeholders want to say, want to say, and from, and are saying are saying about, the company Company Stakeholder Expertise Expectations

Capabilities Policy/Politics

Lines of Business Technology

Cultural & Future Growth Generational

Relevance: Taps into Cultural, Society, Political Currency & Urgency • Digitally attuned to stakeholder discussion, wants, needs • Genuine • Topical, timely • Bold, provocative platform • Interesting • Differentiating • Disruptive

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Pg. 6 Understanding (and Measuring) Relevance

Relevance Companies Are: Measuring Relevance Accounts For:

Core Signals Key Stakeholders

Search Interest Patients HCPs Employees Key Stakeholder Believed In Researchers Engagement & Discussion Advocacy Groups Financial Analysts Key Stakeholders Policy Makers Advocating for the Healthcare Ecosystem Company’s Positioning

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Pg. 7 We’ve Been Tracking the Relevance of 240 Companies for 3 Years…

…and Being Relevant Was Hard Enough in 2019.

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Few Companies Are Truly Relevant

Only 6% of 140 healthcare companies registered a strong relevance in 2019; none registered as resilient

32% 31% 31% 6% 0%

0 <55 56-64 65-74 75-84 85+ 100

Only 8% of Fortune 100 companies registered a strong or resilient relevance in 2019

14% 33% 45% 7% 1%

0 <55 56-64 65-74 75-84 85+ 100

0 <55 55-64 65-74 75-84 >85 100

WEAK SUSCEPTIBLE ON THE FENCE STRONG RESILIENT

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Pg. 9 Breaking Through Is Hard Because the Topical Landscape Is Noisy This is the healthcare media landscape. Macro themes are contentious and it can be challenging to differentiate or be portrayed positively. To be relevant, companies need a proactive, sustained and differentiating narrative that is attuned to and aligned with stakeholders.

Shares as a measure of what’s capturing attention and what people feel strongly enough about to amplify:

Topic Drug Costs/Pricing Rank 10 Vaping/Tobacco 9 Mental Health 8 Marijuana 7 Vaccination 6 Opioid 5 Healthcare System/Plans 4 Research/Trials 3 Women’s Health 2 Politics 1 2019-01 2019-03 2019-05 2019-07 2019-09 2019-11 2020-01

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Pg. 10 Then COVID-19 Changed Everything

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group COVID-19 Continues to Dominate the Media Narrative 91% of all shares since January 1, 2020 were COVID-19 related; but engagement is waning

Shares as a measure of what’s capturing attention and what people feel strongly enough about to amplify:

Share Activity is Waning Since a Peak Late March

Primaries

3

Least Shared Least Trump Topic 2 Rank

Corona

1

Most Shared 2020-01-01 2020-01-15 2020-02-01 2020-02-15 2020-03-01 2020-03-15 2020-04-01 2020-04-15 2020-05-01

January 1, 2020 – April 27, 2020, 230,000 articles, 598M shares on , Facebook, Reddit. Based on a media outlet white list of 150 US publications

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Pg. 12 Until Two Weeks Ago, New Topics Continued to Emerge as the Crisis Unfolded; Few New Topics Have Emerged Since and Most are Waning

Shares as a measure of what’s capturing attention and what people feel strongly enough about to amplify.

Women’s Health 10 Disproportionate Effects on Minority Populations 9 So What? Primaries 8 In two weeks, the

Least Shared Least Healthcare System – Response & Shortages range of COVID-19 Topic 7 related topics Rank Economy – Downturn & Stimulus Package appears to have 6 stabilized. Treatments, Trial, & Testing 5 We see an uptick White House 4 in engagement Most Shared Containment – Stay-at-Home Orders, Cancellations, & Closures around economic 3 downturn and social Outbreaks & Spread distancing as states 2 ease restrictions. Prevention – Social Distancing & Best Practices 1 2020-01-01 2020-01-15 2020-02-01 2020-02-15 2020-03-01 2020-03-15 2020-04-01 2020-04-15 2020-05-01

January 1, 2020 – April 27, 2020, 181,000 articles, 598M shares on Twitter, Facebook, Reddit.

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Pg. 13 Which Companies Are Most Relevant to Key Stakeholders on COVID-19

Covering January 1 – April 27, 2020

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Who Is Most COVID-Relevant and Why? Covering January 1 – April 27, 2020 Other Industries Healthcare

1 • Be Human, Empathetic, 1 • Be Proactive and and Authentic: Solution-Oriented: Companies are creating opportunities to Companies that are identifying problems 2 engage 2 and offering solutions and bond with consumers while at their own cost are seeing 3 remaining authentic to their brand. 3 well-deserved reverence. In recent weeks, relevant companies • Be A Good Neighbor by Extending have made long-term strategic Your Expertise and Network: 4 business decisions and adapted 4 Companies that leverage their products and services for a new skills and supply chains beyond virtual world. 5 5 the development of its core products see • Balancing People With stronger Profits Is Critical to Driving stakeholder engagement. 6 Positive Relevance: 6 • Continue to Act Local: There is increased scrutiny In recent weeks, companies that show on companies at both 7 85 NEW 7 13 they are working hard to positively ends of the spectrum – those that impact the local communities in which are reducing or furloughing staff and they 8 companies who are seeing increased 8 1 operate are seeing higher revenue amidst the pandemic. relevance. Companies that are 9 2 9 1 seen as taking care of their employees first are generating 10 1 strong engagement. 10

Up in rankings vs April 10 Down in ranking vs April 10 NEW New to top 10

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Pg. 15 Who’s Gaining Relevance?

Company What They Did What It Delivered

• Scientific will start manufacturing a low-cost ventilator developed • Boston Scientific’s relevance score increased by 5% by the University of Minnesota, as a back-up alternative for doctors. The FDA and its ranking moved up to #7 from #13. granted the technology emergency use authorization amid the COVID-19 outbreak. • News coverage generated over 10K shares from top-tier outlets • In last weeks report we noted that Boston Scientific reduced and employee including Bloomberg, The Boston Globe and healthcare vertical wages 20% for 90 days for 36K employees globally and moved to a 4-day Mass Device. work week for many workers after major decrease in elective surgeries results in decreased profits. This drove a 5% increase in relevance based on negative news coverage.

• Vertex made an emergency offer of free cystic fibrosis medication for 90 days • Vertex’s relevance score is up 13%. Ranking moved to the pan-Canadian Pharmaceutical Alliance if they agreed to negotiate in up to #20 from #57. good faith and conclude on a Price Listing Agreement. • Toronto Sun’s coverage of Vertex’s emergency offer of free • Vertex announced that its nonprofit charitable foundation will donate $50K CAD to cystic fibrosis medication generated over 7K shares. Food Banks Canada to support their COVID-19 Response Fund. The donation is part of the foundation’s $5M global commitment to support COVID-19 response. • In France, Vertex announced donations through its foundation to local nonprofit organizations to support populations most impacted by the pandemic. The company’s foundation also donated to Feeding to support its efforts in providing much needed food to students who can no longer access meals at school.

• CRISPR’s gene editing technology may scale to COVID-19 testing. Researchers • CRISPR’s relevance score is up 90%. published a study last week describing a new assay for the novel coronavirus • News coverage on a possible COVID-19 test using CRISPR that causes COVID-19 that uses the technique to deliver results in 40 minutes. technology resulted in over 43K shares. The study released in • CRISPR is helping to support the MTSSC Foundation’s “Masks for Sickle Cell Nature Biotechnology generated 21K shares, largely on Reddit. Families.” The COVID-19 relief effort is providing masks for families affected by sickle cell disease.

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Pg. 16 Outside of Healthcare, Some Companies Struggled with defining their narrative driving mixed relevance

Company What They Did What It Delivered

• Disney announced two rounds of furloughs this month, totaling 100K workers. • Disney’s relevance* score is up 51% in two weeks and the The company was criticized by Disney heir Abigail Disney on Twitter, claiming company is currently ranked #7. The company has seen high that the company is protecting executive bonuses and dividends of more than relevance volatility dropping in and out of the top 10. $1.5bn while cutting workers’ pay. Disney responded that executives including • News coverage resulted in over 7M shares. Pop culture and Bob Chapek have made salary sacrifices to offset the financial and Disney fan blogs were among the top shared.. impact of COVID-19. • Abigail Disney’s April 21 tweet generated over 69K • Investment banking group UBS reported that Disney themes parks may engagements. not open until 2021. • “The Disney Family Singalong” drew a 3.4 rating among • Disney’s April 16 “Family Singalong” on ABC.com brought together a star-studded adults 18-49 and 13M total viewers. line-up to entertain families at home. The special raised awareness of Feeding America and its network for those needing support during the pandemic. A second singalong will air on Mother’s Day. • As part of #DisneyMagicMoments, the company provided a virtual viewing of its nighttime fireworks at Walk Disney World Resort. • Former Disney animator, Ann Sullivan, passed away at the age of 91 after contracting COVID-19.

• Google and Apple announced a partnership to build a contact tracing technology • Google’s score is up 25% while Apple’s score is up 46%. for their smartphone platforms. The opt-in technology would alert users if they have • News coverage resulted in over 800K shares in top tier outlets come in contact with a COVID-19 infected person. Privacy advocates have raised including Bloomberg, The Verge, and NBC News. concerns because the technology involves sharing sensitive health information • The announcement in Apple’s newsroom garnered 41K shares. via mobile devices. Other experts are skeptical the technology would work and be able to replace old-fashioned methods of contact tracing.

*Relevance does not necessarily mean revered. Relevance drivers can be mixed. Negative news can temporarily make you relevant for all of the wrong reasons.

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Pg. 17 Increasingly, Relevance Is Being Played Out Locally

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group New York & California Have Been Driving Significant Digital Engagement Since Early March With Other States Seeing More Recent Activity Related to the Easing of Restrictions

Shares as a measure of what’s capturing attention and what people feel strongly enough about to amplify

Illinois 11 Georgia 10 Michigan 9 8

Least Shared Least Louisiana 7 Topic Texas Rank 6 Pennsylvania 5 Washington 4

Most Shared Wisconsin 3 California 2 New York 1

2020-01-01 2020-01-15 2020-02-01 2020-02-15 2020-03-01 2020-03-15 2020-04-01 2020-04-15 2020-05-01

January 1, 2020 – April 27, 2020, 1.3M articles, 590M hares on Twitter, Facebook, Reddit. Based on more than 11K traditional online media outlets.

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Pg. 19 Local News Organizations Have Been Hit Hard, yet Remain a Vehicle for State and Local Governments

COVID-19 Volume of US Media Coverage – Local vs. National vs. California Outlets • Companies scaling back advertising • Reporters getting sick • Papers cutting/furloughing 1,000,000 staff/cutting pay • Outlets strapped for resources, can’t film content 810,638 800,000 • Smaller papers especially hard hit, but larger local outlets, and regional publishers impacted too • Trust is shifting toward local news 600,000 and business leaders as sources

414,207 402,143 400,000 346,821 343,744 330,447 317,133

200,936 200,000 95,038 152,764 32,263 105,938 100,902 92,824 97,502 93,376 32,492 86,683 625 34,721 13,179 71,778 9,913 13,391 3,404 43,263 280 3,996 32,773 33,270 36,761 35,276 24,297 9,091 31,146 30,314 29,499 27,977 15,469 12,841 3,036 14,638 1708610 77721446 2,516 2,212 3,727 0 Week of 12/31 1/7 1/14 1/21 1/28 2/4 2/11 2/18 2/25 3/3 3/10 3/17 3/24 3/31 4/7 4/14 4/21

U.S. Local Outlets (Except California) U.S. National Outlets California Local Outlets

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Pg. 20 Which Local Outlets Are Driving Engagement?

WA - Top Local Outlets by Coverage Volume NY - Top Local Outlets by Coverage Volume

2,667 3,000 2,468 2,346 3,000 2,081 1,572 2,000 1,396 2,000

WA 710 1,000 1,000 610 494 456

0 0 Columbia Basin Times Seattlepi Yakima Herald- The Olympian The New York Albany Times Newsday New York Daily Daily Freeman Herald Republic Times Union News MI NY

CA IL CA CA - Top Local Outlets by Coverage Volume MI - Top Local Outlets by Coverage Volume

3,000 3,000

2,000 1,477 2,000 1,323 1,272 869 792 877 578 1,000 1,000 485 435 360

0 TX 0 Fresno Bee San Luis Obispo The Sacramento Midland Daily Traverse City Mlive News The Detroit Free Chronicle Tribune Times Bee FL News Record-Eagle Press

TX - Top Local Outlets by Coverage Volume FL - Top Local Outlets by Coverage Volume IL - Top Local Outlets by Coverage Volume 3,026 2,988 2,664 3,000 3,000 3,000 1,952 1,767 1,821 2,000 1,460 2,000 1,608 1,464 2,000 1,235 1,138 874 678 1,000 1,000 475 385 1,000

0 0 0 Laredo Morning The Beaumont Fort Worth Star- Bradenton Herald Sarasota Herald- Orlando Sentinel Naples Daily The Southern Kankakee Daily The Belleville News- Herald Whig Houston San Antonio Star Telegram Austin American Chronicle Express-News Times Enterprise DallasTelegram Morning Herald Tribune News Illinoisan Journal Tribune Democrat Chronicle Local News Statesman News

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Pg. 21 Governors Continue Driving Agenda as States Drive Their Own Policies and Timelines While prior spikes were driven by governors proactively implementing stay-at-home orders due to a lack of federal guidance, they are now driven by governors proactively looking to reopen states and protests against stay-at-home orders.

Gov. Cuomo named most Gov. Newsom issues the first Gov. DeSantis orders Michigan residents protest statewide “Stay at Home” order trusted leader in America on statewide lockdown after Gov. Whitmer’s stay-at- Governors Generating coronavirus, criticizes stimulus despite a lack receiving criticism home order; Gov. Whitmer package as terrible the Most Engagement of federal guidance says protests have likely for the state extended timeline of Gov. Newsom quarantine Andrew Cuomo 12000 outlines criteria for California to reopen 10000 Gov. Pritzker publicly blasts Pres. Trump for screening Gov. Abbott announces regulations causing unsafe plans to reopen Texas Ron DeSantis crowds at airport economy as protests 8000 against stay-at-home orders emerge Gretchen Whitmer

Gov. Inslee bans large 6000 gatherings in Seattle, the Jay Inslee most stringent measures in the country at that point J.D. Pritzker 4000

Mentions in Traditional Media Coverage Media Traditional in Mentions Greg Abbott 2000 Phil Murphy

0 2020-02-01 2020-02-07 2020-02-13 2020-02-19 2020-02-25 2020-03-02 2020-03-08 2020-03-14 2020-03-20 2020-03-26 2020-04-01 2020-04-07 2020-04-13 2020-04-19 2020-04-25 John Bel Edwards Cuomo (NY) Newsom (CA) Whitmer (MI) Pritzker (IL) Murphy (NJ)

DeSantis (FL) Edwards (LA) Abbott (TX) Inslee (WA)

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Pg. 22 Mentions of Specific Local Issues Continue to Grow Over Time as Initial Topics Begin to Stagnate As conversations around local employment begin to see a small decline, mentions of state budgets grow due to increasing pressures around the need for funding from tax and employment shortfalls.

Unemployment CBO reports Local Employment claims increase to national deficit will $2.2T congressional relief all-time high of 6M hit $3.7T; Gov. State Budget bill gets signed into law, Cuomo criticizes 14,000 driving discussion about Sen. McConnell for Medicare Budget corporate bailouts and suggesting states individual payments should go bankrupt Medicaid Budget 12,000 instead of receiving bailouts Tax Revenue 10,000 0 200,000 400,000

8,000 Most Common 3-Word # of Phrases (Policy Subtopics) Mentions 6,000 500b virus aid 2012

4,000 social security medicare 1339 medicare funds risk 1286 Mentions in Traditional Media Coverage Media Traditional in Mentions 2,000 congress delivers nearly 1035 aid employers hospitals 772

0 trillion economic decline 730 01 03 05 07 09 11 13 15 17 19 21 23 25 27 29 02 04 06 08 10 12 14 16 18 20 22 24 26 28 30 01 03 05 07 09 11 13 15 17 19 21 23 25 27 ------02 02 02 02 02 02 02 02 02 02 02 02 02 02 02 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 04 04 04 04 04 04 04 04 04 04 04 04 04 04 ------jobless aid virus 703 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 small business loans 686 Local State Tax Medicaid Medicare sought jobless aid 672 Employment Budget Revenue Budget Budget

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Pg. 23 Nationally, Mayors* Are Increasingly Vocal as They Take a Greater Lead in Determining Policy Local event cancellations, voting issues, safety regulations and enforcing shelter-in-place led mentions, particularly as some mayors begin implementing timelines and regulations in advance of state or federal government.

3/11: San Francisco Mayor 3/16: San Francisco Mayor 3/27: Surge in cases 4/24: As protests break London Breed announces ban London Breed – in impacting local out demanding the lifting on large gatherings including accordance with the health hospitals; lack of of closures, some mayors, no fans for March Madness; department issues – orders social distancing including Chicago Mayor Shelter in Place prompts mayors Mayor cancels St Patrick day parade to close parks offered up the city as an 4,500 and trails early test case.

4,000 3/6: Austin Steve 3,500 Mayor Adler announces 3,000 cancellation of SXSW

2,500

2,000

1,500

1,000

Mentions in Traditional Media Coverage Media Traditional in Mentions 500

0 01 02 03 04 05 06 07 08 09 10 21 22 23 24 26 27 28 29 30 31 01 03 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 01 02 03 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 02 04 04 ------01 01 01 01 01 01 01 01 01 01 01 01 01 01 01 01 01 01 01 01 02 02 02 02 02 02 02 02 02 02 02 02 02 02 02 02 02 02 02 02 02 02 02 02 02 02 02 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 ------02 02 04 - - - 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020

*Top 50 DMA.

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Pg. 24 Mentions of Mayors Initially Focused on Event Cancellations; Now Shifted Toward Stay-At-Home Orders and Employment Mayors have become more and more proactive in setting policy for residents, particularly around safety measures and stay-at- home orders. In particular, they took leads in late March and early April as they led state/federal government in closures.

2,500 Shelter In Place Orders

Local Employment

2,000 Face Masks

Event Cancellations

1,500 0 10,000 20,000 30,000

Most Common 3-Word # of Phrases (Policy Subtopics) Mentions 1,000 especially older adults 20,537 existing health problems 20,421 severe illness death 17,434 Mentions in Traditional Media Coverage Media Traditional in Mentions 500 stay home order 16,161 health care workers 7,170 personal protective equipment 6,139 0 shelter place order 5,869 tested positive coronavirus 5,580 wearing face masks 5,235 Shelter in Place Local Event Face Masks Orders Employment Cancellations slow spread coronavirus 4,709

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Pg. 25 Policymakers* Argue Over and Promote the COVID-19 Relief Bill, While Demanding Answers on Virus’ Origin

GOP lawmakers criticize GOP lawmakers criticize Most Active Policymakers Senate passes Rep. Pelosi’s proposed China for a perceived coronavirus $2.5T coronavirus bill, lack of transparency Sen. John Cornyn stimulus package saying much of it is resulting in America Rep. Dwight Evans irrelevant to coronavirus being unprepared Rep. Pramila Jayapal Rep. Don Beyer Rep. Pelosi announces a Sen. Rick Scott 2,000 bipartisan committee to House of Representatives ensure coronavirus relief Rep. Kevin McCarthy 1,800 votes on coronavirus money is being spent Rep. Carolyn B. Maloney relief bill; both parties carefully and effectively Rep. Andy Biggs 1,600 argue about provisions Rep. Veronica Escobar within the bill 1,400 Rep. Stephanie Murphy

1,200 Most Shared Policymakers 1,000 Sen. Adam Schiff 800 Sen. Elizabeth Warren

TwitterMentions Sen. Chuck Schumer 600 Rep. Kevin McCarthy

400 Sen. Bernie Sanders Sen. Tom Cotton 200 Rep. Jim Jordan

0 Rep. Katie Porter Rep. Matt Gaetz

1/1/2020 1/3/2020 1/5/2020 1/7/2020 1/9/2020 2/4/2020 2/6/2020 2/8/2020 3/1/2020 3/3/2020 3/5/2020 3/7/2020 3/9/2020 4/2/2020 4/4/2020 4/6/2020 4/8/2020 Rep. Nancy Pelosi 2/2/2020 1/11/2020 1/13/2020 1/15/2020 1/17/2020 1/19/2020 1/21/2020 1/23/2020 1/25/2020 1/27/2020 1/29/2020 1/31/2020 2/10/2020 2/12/2020 2/14/2020 2/16/2020 2/18/2020 2/20/2020 2/24/2020 2/26/2020 2/28/2020 3/11/2020 3/13/2020 3/15/2020 3/17/2020 3/19/2020 3/21/2020 3/23/2020 3/25/2020 3/27/2020 3/29/2020 3/31/2020 4/10/2020 4/12/2020 4/14/2020 4/16/2020 4/18/2020 4/20/2020 4/22/2020 4/24/2020 4/26/2020 4/28/2020 2/22/2020

*Policy Makers = Both Houses of Congress

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Pg. 26 Advocacy Organizations Discussed Testing Heavily; Once Capability Increased They Pivoted to Other Topics Some of the most active non-profits are professional societies advocating for healthcare workers. The most shared groups are professional societies and disease-specific communities with large online communities focused on sharing patient specific information. Most Active Advocacy Orgs 1,400 Mass Shelter- in-Place orders are American Medical Association announced as Veterans United March testing shortages 1,200 Foundation become a focus Massachusetts Medical Society National Association of County 1,000 and City Health Officials National Foundation for Infectious Diseases International Monetary Fund 800 Texas Medical Association Infectious Disease Society of America

600 The California Health Care Foundation

Most Shared Advocacy Orgs TwitterMentions 400 National Institute of Health American Red Cross American Medical Association 200 Creaky Joints Leaders Against Alzheimer’s Disease 0 National Vaccine Information Center American Academy of Family Physicians 1/1/20 1/3/20 1/5/20 1/7/20 1/9/20 2/2/20 2/4/20 2/6/20 2/8/20 3/1/20 3/3/20 3/5/20 3/7/20 3/9/20 4/2/20 4/4/20 4/6/20 4/8/20 1/11/20 1/13/20 1/15/20 1/17/20 1/19/20 1/21/20 1/23/20 1/25/20 1/27/20 1/29/20 1/31/20 2/10/20 2/12/20 2/14/20 2/16/20 2/18/20 2/20/20 2/22/20 2/24/20 2/26/20 2/28/20 3/11/20 3/13/20 3/15/20 3/17/20 3/19/20 3/21/20 3/23/20 3/25/20 3/27/20 3/29/20 3/31/20 4/10/20 4/12/20 4/14/20 4/16/20 4/18/20 4/20/20 4/22/20 4/24/20 4/26/20 American Academy of Pediatricians National Kidney Foundation Trump Testing Cases & Deaths Responses Symptoms The National Cancer Institute

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Pg. 27 California

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Looking at California Specifically, We See a Focus on Tensions Between Public Health and the Local Economy

Shares as a measure of what’s capturing attention and what people feel strongly enough about to amplify

Unique Issues – Essential Marijuana, Early Prison Release, Food Supply Chain, & Cruise Ship Crisis 10 Disproportionate Effects on Minority Populations 9 Primaries 8

Least Shared Least PPE Shortages –DIY, Price Gouging, & New Production Topic 7 So What? Rank Healthcare System 6 In two weeks, we see Local Economy – Small Business, Restaurants, & Unemployment a pronounced uptick 5 in the engagement Treatments, Trials, & Testing 4 with topics related Most Shared Outbreak & Spread to the local economy. 3 Federal vs. State – Assistance & Conflict 2 Stay-at-Home, Closures, & Social Distancing 1 2020-01-01 2020-01-15 2020-02-01 2020-02-15 2020-03-01 2020-03-15 2020-04-01 2020-04-15 2020-05-01

January 1, 2020 – April 27, 2020, 348,000 articles, 252M shares on Twitter, Facebook, Reddit. Based on more than 11,000 traditional online media outlets.

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Pg. 29 Which California Media Outlets Are Driving Engagement?

1 2 3 4 SFGate San Francisco Chronicle Fresno Bee San Luis Obispo Tribune

San Francisco, CA San Francisco, CA Fresno, CA San Luis Obispo, CA

3,053 1,477 1,323 1,272

5 6 7 8 The Sacramento Bee East Bay Times The Mercury News

Los Angeles, CA Sacramento, CA Walnut Creek, CA San Jose, CA 16 6 869 792 764 753 1 7 2 14 9 10 8 11 12 The San Diego Union-Tribune abc7.com | Los Angeles NBC Southern California NBC Bay Area

San Diego, CA Los Angeles, CA 3 Los Angeles, CA San Jose, CA

681 576 416 347

13 14 4 15 16 KRON4.com | San Francisco KTLA | Los Angeles News Orange County Register The Press Democrat Bay Area News Los Angeles, CA Santa Ana, CA Santa Rosa, CA San Francisco, CA 20 333 5 11 306 301 336 1017 19 15 18 17 18 19 20 Los Angeles Daily News The Desert Sun The Press-Enterprise Pasadena Star-News 9 Los Angeles, CA Palm Springs, CA Riverside, CA Pasadena, CA

293 237 221 211

California Location Article

Mentions in Traditional Media Coverage: January 1, 2020 – April 27, 2020

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Pg. 30 In Addition to State/Regional Media Outlets, Governors and Mayors Are Generating High Engagement

State and local governments, health experts and policy makers on the frontlines of the pandemic are rising as a new class of health champions—driving key decisions and serving as authorities for both local and national media.

Governor Gavin Newsom in response to protests regarding closing beaches We're interested in evidence, and the evidence shows some good things, but some yellow flags of caution. We can screw all of that up, we can set all that back by making bad decision.

Huntington Beach Mayor Lyn Semeta Given that Orange County has among the lowest per-capita COVID-19 death rates in California, the action by the State prioritizes politics over data, in direct contradiction of the Governor's stated goal.

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Pg. 31 In California, Mayors Breed and Garcetti Lead Mentions With Frequent Updates to Bring Clarity on Restrictions Mayor London Breed generated early media engagement by being the first to issue a shelter at home order; however, Mayor received the most attention for consistent messaging and media engagements.

Bay Area mayors order LA poised to become In coverage of CDC Shelter- the next outbreak recommendations to wear 2,500 in-Place hot spot as Mayor face masks, Garcetti is Garcetti closes city recognized as being proactive beaches and trails on the issue

2,000

Lyft & Uber 1,500 drivers demand PPE under Mayors Breed Mayor Garcetti’s and Garcetti new order warn against 1,000 4/20 gatherings Mayors Breed and quoted in article about

Mentions in Traditional Media Coverage Media Traditional in Mentions 500 coronavirus early impacts to northern California

0 03 04 06 07 09 10 22 24 26 27 28 29 30 31 01 03 05 06 07 08 09 10 12 13 14 15 17 18 19 20 21 22 23 24 25 26 27 28 29 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 01 02 03 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 02 04 04 ------01 01 01 01 01 01 01 01 01 01 01 01 01 01 02 02 02 02 02 02 02 02 02 02 02 02 02 02 02 02 02 02 02 02 02 02 02 02 02 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 03 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 04 ------02 02 04 - - - 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020

Garcetti Breed Liccardo Faulconer Steinberg (Los Angeles) (San Francisco) (San Jose) (San Diego) (Sacramento)

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Pg. 32 Most-Shared Articles Mentioning California Mayors Focus on Impacts of Shutdowns and Their Proposed Paths to Reopening In particular, proactive actions taken in Los Angeles and San Francisco have received heavy sharing as audiences discuss the decisions and use them as ideas/barometers for their own local areas.

Articles focus 300,000 Mayors Garcetti Breed on impacts of announce closure all CA stay at bars, restaurants after home orders Mayor Garcetti urges Trump limits LA residents to wear 250,000 gatherings of more face coverings than 10 people in public

Articles focus 200,000 on reopening counties; Mayor Garcetti is quoted in 150,000 article about how Hollywood plans to reopen

100,000 Social Media Shares of Traditional Media Articles

50,000

0

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Pg. 33 So What?

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Local Engagement is Needed More Than Ever – The Bar is Even Higher to Break Through

How can companies leverage local engagement to drive relevance?

Calibrate a unique and precise approach based Package local voices, stats and trends/data that on city dynamic — its not one-size-fits all across CA 1 5 are relevant for local audiences and it’s being driven by local government

Lean into analytics to get ahead of local trends Offer dynamic assets that make reporters’ 2 to tie to (i.e. spread, stay at-home, economy) 6 jobs easier—bite-size video shot like a reporter, and elevate expected ones (re-entry) infograms with local stats, pre-packaged quotes

Prioritize push to the most influential local story Think beyond traditional media with engagement 3 tellers and most highly shared local outlets (i.e. 7 — including advocacy orgs, government offices, San Francisco Gate, Fresno Bee); UVM ≠ relevance influencers as channels

Be thoughtful about surround-sound Recognize the rise in “service journalism” amplification with geo- and audience targeting 4 AKA news you can use 8 to extend shelf-life and cut through clutter

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Pg. 35 To Increase Your Relevance, You Should….

Openness is the new transparency… Be agile and evolve your response It’s no longer a nice to have to be open initiatives to meet stakeholder needs with your knowledge/approach/ability to help, its expected

Unexpected partnerships are leading Make sure your actions match your to amazing impact – from government to words – and even better, your values, cross-industry – people are looking for purposes, ethos interesting bedfellows

Engage with the long-haul in mind Pivoting is essential – from supply chain and show you have employee & disruption to retooling facilities, customer needs in mind throughout identifying not what you can’t do, but the experience what you can do increases relevance

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group Pg. 36 For more information:

Gary Grates Principal [email protected]

Alan Chumley Managing Director, Integrated Intelligence [email protected]

Chuck Hemann Practice Leader, Integrated Intelligence & Activation [email protected]

W2O \ 6 May 2020 \ Proprietary and Confidential Property of W2O Group