Why We Asked About Media Habits
Sep 2, 2018 · 2 min read

“A company’s admirers are an answer to social media trolls.”
MEDIA FINDINGS:

- Every country has a preference for media for business news. Some are traditional whereas others are very digitally driven.
- The reasons may be in the way the media industry was regulated or subverted, in some cases, by the host government. This leads to trust issues in some cases.
- Our work leads us to believe that while media influence may have waned, traditional media is still the leading source for news about business.
- At the same time that media influence is consequential for corporate reputation, the trust level from the public is down to lower than 20%.
- The reality is that media’s reaction to mistrust has been to sensationalize coverage of business by demonizing companies for demonize for risk taking.
- Media, like corporate reputation is very country specific, and should be a consideration in planning strategy.
- Social media has a negative influence in corporate reputation.
- We discovered that admirers are more than willing to follow companies on social media, suggesting they are an underutilized anti-dote to those who boycott or harass companies.

