External Sentiment Analysis can yield startling findings about people's attitudes, ones that make the media sit up. But what themes are best aligned with your business? How to design the right survey questions? Hit on the best news angles? Create data that will withstand the media's scrutiny, even their downright scepticism?
Echo has long experience of helping its clients generate significant media coverage through well planned and targeted research.
As part of an unprecedented opening-up to the outside world, one of the world's wealthiest per capita economies invited 1200 foreign journalists to its capital city to cover a global summit.
Given such a massive influx, the government wanted to understand what might interest the media during their visit, anticipating focus beyond the conference topic to the country itself. Echo was commissioned to paint a broad canvas of likely sentiment among the visiting media, drawing on the evidence of journalism and blogs for tonality and content.
Reporting led with a 'satellite view' of national reputational assets and liabilities, the liabilities including a caricatured reputation which promoted stereotypes of the country. In its recommendations, Echo urged the client to build on the nation's modernity and accomplishments on all fronts, and arouse interest in their contributions to modern society as part of a global community. A four-point strategy was set out, embedding key messages around eight suggested story opportunities.
The client commented: "In Echo's report, the intelligent balance of different interests showed what can be done with thoughtful communications analysis to build stronger bridges of understanding and appreciation". The work won the top (Platinum) industry award that year for frank reporting, that set the value of honest insight above any desire to appease the client. As the judges said: "Echo's advice was unflinching."