 Disney's key objectives were to gauge media sentiment toward the company and to inform the
pan-European and local-market corporate communications strategy.
Working in France, Germany, Italy, Spain and the UK, Echo designed research that integrated a highly targeted survey among 35 influential business and media editors, along with media content analysis of more than 900 editorial items during the benchmark period. The research aimed to assess Disney's reputation in each market, determine whether Disney's European business strategy and corporate communications structure were understood by key business and media editors, highlight media differences in European markets and the US, and inform whether media coverage provided recognition of Disney's key brand values. Results Echo research showed that European journalists had limited knowledge of Disney's business, there were broad media differences from country to country, and reporting depended heavily on US-based correspondents, with little opportunity for Disney-Europe to influence coverage. Future Actions Resulting from the Study Disney future communications strategy should be focused on bridging the gap between journalists' expectations of Disney's performance and likely achievable growth. The most senior management should spearhead the effort and target authoritative business dailies across Europe, as part of a wide-ranging journalist information/education program. New senior corporate communications executives responsible for the key European markets could build effective working relations with editors and tailor activities to media requirements. What the Client Said We had two desired outcomes: impactful, independent research to support our case for increased headcount in Europe and meaningful results that could inform our strategy. On both counts Echo succeeded. The research has been hugely useful and the integrated aspect particularly commendable. Joyce Lorigan, VP Corporate Communications - Europe |
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 The Regional Tourist Board of Franche-Comté's PR budget has increased over the years, and the
board needed to ensure that its PR and media relations activities were driving tourism in the region. Echo Research was asked to analyze news coverage in the local, regional, national and international press. Echo found that there
was sensitivity to the board's needs and issues. "Echo's expert analysis proved invaluable in helping us to improve our efforts," said Barbara Gris-Pichot, Head of Press and Public Relations,
Comité Régional du Tourisme de Franche-Comté. |
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