For several years now we have been collecting and scoring the Trustworthy theme in every article we assess at Precise Value. This has built a significant results base of more than 10,000 articles, consolidated across all our clients. Analysing these results recently uncovered several interesting insights:
The chart below shows these results as a percentage of each topic where Trust was noted. The HR topic illustrates how business re-sizing through the GFC can heavily impact Trust. The importance of offsetting activity including CSR is therefore highlighted yet we actually saw CSR coverage ease since the GFC.
· CSR coverage delivered the highest proportion of Trust of any article subject
· Environmental themes were the next highest contributor to Trust followed by Industry commentary
· Where Trust was present the average uplift in tone was +0.7 more than doubling the average article favourability (on a +2 through -2 scale).
The chart below shows these results as a percentage of each topic where Trust was noted. The HR topic illustrates how business re-sizing through the GFC can heavily impact Trust. The importance of offsetting activity including CSR is therefore highlighted yet we actually saw CSR coverage ease since the GFC.
% of Articles with Trust assessed (as positive or negative)
Results also suggest environmental initiatives generated significant Trust. Further, these articles saw a very high tone score and were free of negatives. Whilst few in number, they are growing sharply and this suggests keen media interest in environmental communication. Of course this interest varies with the quality and authenticity of that communication.
Looking more deeply into just CSR articles, we also found that:
Finally, hidden behind the chart we note that the majority of all coverage is product related and by a good margin. So it is intriguing to note that just 9% of this coverage generates positive Trust and nearly as much generates Trust decay. It makes you realise there is still much to be done and some science to guide that will be critical to achieving any real results.
So a key question arising from this is: How badly do Australian marketers really want to build Trust and how much existing effort is being wasted?
Let me know if you would like access to re-publish this chart and I can arrange for you.
Looking more deeply into just CSR articles, we also found that:
· Out of 181 CSR articles we assessed just 1 was negative
· The average tone of CSR related articles was more than double that of other coverage for the same period
· Some 85% of articles did not evoke a theme of Trust and a further 5% generated Trust decay - suggesting an opportunity to review and refine specific PR activity
Finally, hidden behind the chart we note that the majority of all coverage is product related and by a good margin. So it is intriguing to note that just 9% of this coverage generates positive Trust and nearly as much generates Trust decay. It makes you realise there is still much to be done and some science to guide that will be critical to achieving any real results.
So a key question arising from this is: How badly do Australian marketers really want to build Trust and how much existing effort is being wasted?
Let me know if you would like access to re-publish this chart and I can arrange for you.
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