Case Study
Financial Services and Investment Firm: Key Markets, Favorability and Spokespeople
Challenge
A financial services and investment firm and the Edelman Team retained StrategyOne to assess tonality of the company’s brand mentions in the media, the impact of communications efforts on the company’s spokesperson presence, and company mentions in the top 21 key geographic markets.
Research
StrategyOne:
- Monitored national and international print, broadcast, and online outlets for the client and company spokespeople mentions
- Analyzed the favorability of each article and mention of the company within each article
- Benchmarked and trended articles quoting company spokespeople within the company’s key markets over an 18-month period
Insight
StrategyOne discovered the top ten company spokespeople increased visibility (number of articles) by over 79% in one year. StrategyOne also found that during the time period, the number of articles in key markets and favorable articles increased.
Action
The research confirmed the importance of spokespeople in the company’s media coverage. Spokespeople became a necessary fixture at Public Affairs events such as after a severe weather event or trial to neutralize potentially harmful coverage.
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