Best Practice Guidance on How Brands Can Thrive in the Modern Media Landscape
Social issues have come to dominate the media agenda in recent years, making it harder for brands to penetrate and generate proactive coverage. How should communicators adapt to this new world and appeal to socially-conscious consumers?
Research Plan
A thematic trend analysis of coverage in key UK and US media outlets over the last five years. The analysis looked broadly at overall trends in volume of articles published and coverage of 'big issues'. We analysed how brands fared in terms of overall media prominence, proactive coverage and whether they appeared in articles about social issues. Finally, we analysed reader engagement with brands and with social issues to understand the drivers of successful communications.
Research Pathway
Our research helped to ground gut-feel observations in statistics, revealing startling shifts in the prolificity and subject emphasis of the news media in recent years. The study generated insights into best practice for brands in this new media landscape, acting as a blueprint for those planning strategy for purpose-led communications in 2022.
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