A healthy economy means more than financial strength for companies. It may also mean that the media is more likely to embrace corporate messaging and publish more positive stories, according to a new study.
After three years during which less than one in four articles relayed a key message a company was trying to communicate, a "Delahaye 1997 Press Coverage Benchmark" survey reveals that there has been a change in that trend: 31 percent of stories communicated a key message or favorably positioned a company on an issue.
"Companies are doing better and that's being reflected in the media," says Katharine Paine, founder of The Delahaye Group, Inc. The firm released findings that delved into the tenor of today's press which were based on more than 44,000 articles.
The clips were published between July 1996 and June 1997 and were analyzed for media coverage on a wide scope of criteria, including impressions (based on circulation); tone of coverage; target audience; and the significance of the mention - an entire article vs. a cursory mention.
Paine said she believes two issues affected the recent phenomenon: strong financial performance can be a message in and of itself; and corporate financial prowess has likely resulted in larger PR budgets, both internally and through outsourcing, so PR has become a priority.
Other study findings included:
The overview report is $195 and individual industry reports will be available Dec. 1 for $495 via or by calling 603/431-0111, ext 146.