America's Legitimacy Abroad Further Battered by Hurricane Katrina Press Coverage

FOR IMMEDIATE RELEASE

New York, October 19, 2005 -Eighty four percent of international press comment in the two weeks following the aftermath of Hurricane Katrina was negative towards the United States, further eroding America's legitimacy in the world. The balance of the coverage (12%) was neutral with less than four per cent favorable, according to a study conducted by Echo Research and presented recently to the members of the Board of Business for Diplomatic Action.

The media commentary analysis was conducted by global reputation measurement firm, Echo Research in six markets - Germany, Italy, United Kingdom, Netherlands, Czech Republic, Australia, and Canada. In total, 273 articles that appeared in 39 leading print publications were analyzed. The survey's focus was on editorials, opinion pieces, commentary columns and contributed op-eds.

The most prominent recurring negative comments could be grouped under the following themes:

• "Leadership was incompetent" (16% of all editorials)
• "Lack of support for the needs of the poorer citizens" (12% of editorials)
• "US could have difficulty maintaining its global dominance" (7% of editorials)

The English language publications in the United Kingdom, Australia and Canada were markedly more negative (92%) in their opinions than the non-English media (72%).

"From the beginning BDA has been actively listening to foreign perceptions of America. Understanding how others see us helps shape and guide private sector public diplomacy efforts and action proposals going forward. This study is important in that it shows there has been a significant 'Katrina effect' on the standing of America in the eyes of the world," said Keith Reinhard, President of Business for Diplomatic Action. "A single devastating storm has made even more daunting the challenges facing us and everyone who is working to make America once again a trusted partner in the world."

Positive themes that emerged in the foreign press coverage were attributed to the US private sector, which took a leadership position where the federal government was unable to engage. In highlighting examples of how American business rose to the challenges brought on by Katrina, according to the Montreal Gazette, "[the US private sector] is being held up as a model of logistical efficiency and nimble disaster planning which have allowed it to quickly deliver staples such as water, fuel and toilet paper to thousands of evacuees".

Michael Morley, Deputy Chairman of Edelman and BDA Board member added, "Echo's research is a useful tool as we go forward as it allows us a comprehensive view and helps us devise lessons learned from how we communicate and respond during crisis situations. Monitoring foreign media coverage of the US as well as building strong relationships with the foreign press is critical in the process of repairing America's standing in the world.

A full copy of Echo's Katrina report as presented to the BDA Board can be located at www.businessfordiplomaticaction.org. For additional information on specific BDA programs and initiatives, please contact Cari L. Eggspuehler, Executive Director, at 415.732.3620 or on cari.eggspuehler@sf.ddb.com.

For more information on Echo Research, please contact in the US:
Catherine Reynolds Shores | Senior Vice President - North America, Echo Research Inc, Tel: 646 495 5416 | Cell: 781 492 5972 or on catheriner@echoresearch.com

Or in Europe:
Sandra Macleod, CEO, Echo Research Group, Tel: +44 (0) 1483 4 3 610 / Cell: +44 (0) 7770 328 724 or on sandram@echoresearch.com