The Obama Report.Ppt

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The Obama Report - Analysing The Media Response to President Obama

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  • The Obama Report.Ppt

    1. 1. MEDIA ANALYSIS SERIES The Obama Report Singapore, Thursday 2 April 2009 Analysing the Media Response to President Obama
    2. 2. Agenda > Welcome Note by Cameron Buckley - General Manager, SEA > Media Analysis Series Overview > The Obama Report, Key Findings by Leon Hudson – Sales Director, SEA > Additional Media Insights from Singapore > Media Index > Seminar Key Learnings
    3. 3. Media Analysis Series > First volume was published in 2007, examining public debate in Australia over water supply, management and usage – “Water in Australia” > As Media Monitors expanded into Asia, regional issues were monitored and analysed with “The Energy Debate” and “The Climate Change Debate”. > The reports examine the discourse regarding key issues in traditional and new media, providing valuable insight into today’s media landscape.
    4. 4. The Obama Report - Coverage > Monitoring and analysing coverage of President Obama across 213 traditional and new media outlets. > Evaluating coverage across eight Asia-Pacific markets. > 3,417 media items from 4 different media type: >> Blogs; >> News Websites; >> Print (newspapers/magazines) >> Television Australia New Zealand China Malaysia Singapore Indonesia Hong Kong Pan-Asian Media
    5. 5. The Obama Report – monitoring and analysis process > Monitoring scope and systems – 5,000 traditional media outlets, 15,000 websites, 25,000 blogs monitored regularly. > Analysis matrix developed. > Keywords selected - Obama > Material sent through to the brief automatically and then accessed by our media analysts. > Our Analysts use the Carma methodology to evaluate each media item for story focus, issues, messages and favourability. Methodology
    6. 6. > Article analysis /samples THE OBAMA REPORT
    7. 7. The methodology in action > Positioning > Prominence > Issues > Messages > Sources > Tone
    8. 8. The methodology in action > Positioning > Prominence > Issues > Messages > Sources > Tone
    9. 9. > Key Findings / All markets THE OBAMA REPORT Australia New Zealand China Malaysia Singapore Indonesia Hong Kong Pan-Asian Media
    10. 10. Story Focus > Event coverage dominated > U.S. Economic concerns were the focus of only 12% of the coverage
    11. 11. Key Challenges > International hotspots were the most mentioned challenges > Favourability was generally high, particularly on Iraq and Afghanistan, but lower for the Israeli-Palestinian issue
    12. 12. Media Type Comparison > Websites number one for volume > Print provided greater analysis of issues
    13. 13. Media Intermediation > Print and TV still most referred to media > Blogs were only mentioned in two items out of over 3,000 analysed
    14. 14. Leading Messages > The campaign’s key messages of hope and change maintained excellent cut-through all the way up to the inauguration > Positive messages dominated, accounting for over 95% of all messages
    15. 15. Story Focus by Market > Singapore media showed a much greater focus on the policy challenges for President Obama > While Chinese media focused almost entirely on the event itself, South East Asian media and in particular Singapore media showed an issues focus > These results seem to indicate a “wait and see” approach from the Chinese and Hong Kong media
    16. 16. Economy mentions > Singapore media also led the way on discussion of U.S. economic concerns, with this issue mentioned more often than in any other analysed market > T he relatively low level of discussion of economic issues at the time of President Obama’s inauguration in Chinese and Hong Kong media is surprising
    17. 17. > Key Findings / Singapore THE OBAMA REPORT Singapore
    18. 18. Singapore Story Focus > Over 50% of Singapore reports focused primarily on the challenges facing the new President > The conflict in Gaza during January kept international issues at the forefront, however there was still a far larger focus on U.S. domestic economic issues than in most other markets
    19. 19. Leading Media - Singapore > News websites and newspapers debated the prospects for success of President Obama in equal depth in Singapore, unlike in most other markets, where newspapers were more analytical than the other media types. > Media companies in Singapore, as in Australia and Malaysia, have embraced online technology to deliver their information. > There were almost double the number of media reports on news websites than there were in print in Singapore.
    20. 20. Key Challenges - Singapore > While the Middle East conflict over Gaza was the leading key challenge, the range of economic issues, when combined, were the most discussed in media relating to President Obama .
    21. 21. Leading Messages - Singapore > Hope and change still lead, but policy messages close behind
    22. 22. Media Intermediation - Singapore > Hope and change still lead, but policy messages close behind
    23. 23. > Brief Overview / Malaysia and Indonesia THE OBAMA REPORT Malaysia Indonesia
    24. 24. Leading issues - Malaysia > Strong focus on Gaza in Malaysia
    25. 25. Indonesia – Messages favourability > No unfavourable reports in Indonesia and way ahead in percentage of favourable reports
    26. 26. The Obama Report – Key Learnings > Websites had a strong impact in all markets but were mainly factual and more neutral reportage > Print still provided the most analysis, except in Malaysia, were websites lead in both volume and analysis > Blogs provided almost no unique content to the discussion and did not influence the other forms of media > TV News items are still widely reported by other media
    27. 27. > Tracking and Evaluating Media Trends MEDIA INDEX >> Brand Index >> Leader Index >> Social Media Index
    28. 28. Media Index > Media Monitors is the largest accumulator of news and opinion in the Asia-Pacific region > This data provides us with the opportunity to track leading issues across all forms of media > As a service to the media and the public, Media Monitors produces a range of Indices ranking news stories, brand mentions and leading people in the news
    29. 29. Media Index – Tracking brands in the media > Monitoring and analysis brand coverage across Print, Radio, TV and online media
    30. 30. Media Index - Leader coverage comparison > Leader coverage in Singaporean Media
    31. 31. Media Index - Social Media in Singapore > Social media coverage in traditional media – 2008 vs. 2009
    32. 32. Seminar Key Learnings > Monitoring coverage across all media (traditional and new media) is essential to have the full picture. > Creating media analysis benchmarks for your oraganisation will help you understand how your communications efforts impact your key audiences over time.
    33. 33. Questions? > THANK YOU

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