5 crucial steps to a smarter communications strategy This has been a year where corporate reputation has taken centre stage, and communications teams have firmly held the spotlight. The importance of digital communications channels has undoubtedly accelerated too, with the ever-growing number of news sources and platforms offering both opportunities and challenges. Accessing and reaching audiences at scale becomes ever harder, and 57% of the industry fear that online distribution algorithms are largely to blame. Meanwhile, could the hype around some channels actually be overstating the reality? Earlier this year we spoke to over 700 in-house communications practitioners and 6,000 members of the general public across Western Europe. The pages that follow summarise our findings and reveal some uncomfortable truths. We challenge our collective conventional thinking, identify new priorities, and underline the importance of evidence-based insights. Our provocative analysis considers five important steps that empower our clients to manage reputation successfully and unlock the value of insight to build smarter communications strategies. John McCarthy Strategic Content Director, Media April 2021 A really insightful report into the real truths in corporate communications. It uncovers the reasoning behind many of the changing audience attitudes and consumption trends we’re facing. Sophie Ponet Corporate Affairs Communication Director for Europe, Levi Strauss & Co. 2 1 Time to rely on more than instinct? Industry practitioners are overestimating the speed of change. Is the hype around some channels overstating the current reality? Communications teams need to understand audience attitudes and continually stress-test their perceptions in order to accurately target their media plans. 3 What’s important? In-house comms practitioners told us how they think patterns of news consumption are changing. So, we asked the audiences themselves how they feel their behaviour is changing. Top five news sources growing in importance Audience reality 1 TV news 2 Newspaper websites and newspapers 3 Social networks 4 Search engines 5 Radio news Communication practitioners’ perception 1 Social networks 2 Social influencers 3 Newspaper websites and newspapers 4 TV news 5 Podcasts Q: Which sources of news and information have become more important to you / to consumers in the last few years? This gap between perception and reality is a concern, particularly when it comes to faster growing media channels. Practitioners believe that audiences are now using social influencers (52%) and podcasts (43%) more; yet just 7% and 5% of audiences respectively say they do actually use them more. For context, Kantar’s TGI indicates that 9% of consumers listened to podcasts in the UK in an average week in 2020. When asked which news sources are becoming less important, the general public placed social influencers at the top of the list (26%), followed by social media (18%). However, for industry professionals the two sources most likely to be cited as declining in importance were newspapers and news magazines, clearly illustrating a perception gap. A common view Where industry professionals’ perceptions are more closely aligned with actual consumer attitudes is on the issue of trust in media brands and news aggregators. However, industry professionals’ appraisal of trust tends to be more polarised than consumers’, simply because they have a higher degree of knowledge of each brand. As a result, there can be a tendency to overestimate lower levels of trust for newspaper brands, for example, and to overstate trust in broadcasters. Industry professionals are most closely aligned with the public on the lower levels of trust they have towards social media / news aggregators. Young audiences are skewing industry assumptions Communications practitioners’ assumptions of audiences’ changing behaviour are closer to the actual behaviour of 16–24-year-olds than the wider population of Western Europe. This generation does indeed see social media as their fastest growing source of news. However, even when focusing on this younger demographic, the growing influence of social influencers and podcasts is greatly overstated. Top five news sources growing in importance 16–24-year-olds 1 Social networks 2 TV news 3 Newspaper websites and newspapers 4 Search engines 5 Social influencers Some of this may be anticipating change that is yet to come, as early adopters will move into older demographics. But it may also reflect the fact that media trends come and go. We interviewed 6,295 consumers aged 16–64 years (975 aged 16–24) and 737 industry professionals across six European markets. Fieldwork summary available on request. How well do you know your audience? In an understandable desire to embrace the future, are communicators empathising too much with younger audiences? Whilst we should anticipate the future shape of news consumption, it’s important we don’t ignore the current reality! Reaction is not strategy: you need the right mix to target and hone messages in an always-on news and information landscape. Data to understand and manage that change is vital, both to establish short-term priorities and to plan for the longer term. Through our monitoring and intuitive dashboards, we bridge the ‘what’ to the ‘why’. Our services enable organisations to formulate and evolve their reputation strategy, predict future audience trends and benchmark key metrics across categories and sectors. Find out more >> 4 A reputational revolution During the pandemic crisis, Brewdog acquired a new reputation for responsibility after using its distillation plant to produce and donate half a million bottles of hand sanitiser. We worked with them to explore the relationship between social media mentions, online news and brand searches. Earned media contributed positively to people’s understanding of and feelings towards the Brewdog brand. Happiness 60% Responsibility 5,000% Customer service 1,000% The positive media reaction correlated closely with brand searches, suggesting a direct consumer behavioural response to the strategy. © Kantar, 2021 5 2 Navigate the complex interaction between news brands and aggregators Social media and news aggregators have a lower level of trust when compared with news brands. When audiences encounter a news brand they trust in an environment or platform that they don’t, how well are your messages surviving the complex filter of news brands and platforms? 6 News matters News aggregators and social networks now play a greater role in news consumption – they rank second only to TV as the source audiences use most frequently for news and are the most popular news source for 16–34-year-olds. Top five sources most frequency used for news in % Consumers were asked to select the three sources they most frequently used for news. TV news 62 45 Social networks 36 51 Newspaper websites and newspapers 35 26 Radio news 30 18 26 Search engines 27 All adults Aged 16-34 Trust is still vital Diminishing trust in news brands amongst the public is the biggest challenge facing the industry according to industry professionals. While trust in national news brands and broadcasters is holding up relatively well, those levels of trust do not transfer to the social and news aggregator platforms. Trust of news sources – relative trust score Trust score defined as ‘more likely to trust’ minus ‘less likely to trust’ expressed as a % of all expressing an opinion. Less likely to trust Likely to trust Broadcast 41 (TV & radio) Newsbrands 15 (newspapers & newspaper websites) -28 Social networks/ aggregators In contrast, the BBC in the UK rates +58%, ZDF in Germany +67%, and RTE in Ireland +79%. Whilst newspaper brands can tend to be more polarised, on balance the more authoritative also engender trust: Süddeutsche +57%, The Irish Times +84%, El Pais +47%, and Le Monde +68%. This analysis is spot on – new, faster growing news sources are always going to be challenged. Ashish Babu Chief Marketing Officer – Europe & UK, Tata Consultancy Services 7 Digital dominates corporate communicators’ fears Unsurprisingly, 91% of communications professionals believe the importance of digital channels in corporate communications plans has accelerated because of the pandemic. It underlies the other major concerns keeping corporate communicators awake at night: 68% Avoiding the more controversial or polarising news outlets 36% The way AI and algorithms are driving news distribution 19% The fear that news aggregators will diminish the awareness of news brands What happens when audiences consume a news brand they trust in an environment or platform that they don’t? This is a major challenge for our clients. The benefit of coverage in a trusted news brand may be dissipating as audiences skim quickly through their social media feeds. Audiences are wary of news aggregation Top five news sources for in-depth understanding in % TV news Search engines Newspaper websites and newspapers Other news websites Social networks 33 30 28 14 13 Q: Which of these do you use to get an in-depth understanding of an issue? The diminishing awareness of new brands isn’t a concern held by the industry alone. Worryingly, only 32% of the public are confident that they always notice the source of the news they consume on social media. Only 13% of audiences go to social media to get an in-depth understanding of an issue, echoing the lower level of trust. Google as a news source is an outlier here with a relatively positive score (+40). This may be because audiences feel that search engines have become more important to them as a source of news in the last few years (21% more important; only 5% less), in contrast to social networks where change is more balanced (22% use them more; 18% use them less). The increased reliance on broadcast and news brands, combined with lower trust of social aggregators, may reflect that audiences are more wary of non-curated news distribution. How well are your messages surviving the complex filters of aggregators and platforms? What impact is it having on your reputation? The rise of social platforms anticipated that society would inexorably move from seeking information ‘surfing the internet’ to having information served to them – from ‘pull to push’. However, a potential re-balancing, combined with increased use of search engines, could mark a watershed moment in which trusted media brands could regain some control over their own audiences. Kantar uncovers the fundamental truths that empower our clients to manage their reputations successfully. We use our own consumer insight data from TGI and Worldpanel, as well as clients’ own data sources, to understand the complex interaction of news brands, platforms, trust and awareness. Discover our platform >> We interviewed 6,295 consumers aged 16–64 years (975 aged 16–24) and 737 industry professionals across six European markets. Fieldwork summary available on request. 8 An integrated approach to campaign evaluation We worked with SNCF, the French national rail company, to evaluate how successfully a major campaign had performed across the complex prism of news brands and social media. We analysed news and opinions about SNCF across press, TV and social media, and then surveyed, with the support of GMV conseil, the views of both customers and employees to understand how the campaign discussion impacted opinions. Learn more >> © Kantar, 2021 We enacted a 360° communication and internal mobilisation that has achieved a renewed pride in belonging and a positive impact on SNCF’s image. We were able to evaluate with Kantar, for the first time combining multi-channel media analysis and the opinion of the French public. This convincing integrated approach allowed us to go further in the analysis of our brand ecosystem and is to be continued in the future. Michel Pronost Communication Project Manager, SNCF 9 3 Find the story in the noise: balance tactics and strategy In an always-on world filled with real-time news and opinions, organisations can be in danger of drowning in data. Is data overload actively inhibiting insight? 10 Nearly three in four communications professionals (71%) feel there is too much irrelevant data and not enough insight. Finding the truth in the chatter is all the more difficult. It’s amplified by the biggest challenges to organisations’ communications strategies as highlighted by industry professionals: 52% Diminishing consumer trust of media 50% Shrinking journalist and content teams 40% Society becoming more polarised 36% AI and algorithms driving news distribution Q: Which of the following would you say represent a significant challenge to your communications strategy? What matters most Challenges notwithstanding, the priorities for future strategy are clear. Communications professionals told us what they feel is going to become more or less important in the next few years: Strategy and tactics Communications professionals told us they’re looking for both information to guide short-term tactics (45% feel this will become more important in the next few years) and actionable insights to guide long-term strategy (59%). Technology and human intelligence Some 45% feel that insights from analysts and experts will grow in importance. Artificial intelligence clearly has a role to play too: 52% believe this will become more important in separating the signal from the noise. Organisations need evidence-based, authoritative performance analysis to inform short-term tactics and guide long-term strategic planning. Our award-winning solutions leverage AI technology and human expertise to demonstrate the impact of communications across multiple media channels. Through a detailed understanding of outcomes, we support our clients to deliver better campaigns and more effective strategic planning. Find out more >> We interviewed 6,295 consumers aged 16–64 years (975 aged 16–24) and 737 industry professionals across six European markets. Fieldwork summary available on request. 11 Meeting the needs of stakeholders across the organisation Aviva relies on a spectrum of Kantar’s performance analysis tools: — The Brand & Reputation team use our monthly insight reports to support decision-making to protect and grow reputation. — The Communications team use our custom analysis reports to understand and reflect on campaign performance, whilst the Corporate Responsibility and Public Policy teams use them to guide engagement on emerging topics. Learn more >> Kantar has the ability to generate meaningful insight from thousands of voices. Their support in helping us recognise themes driving positive and negative sentiment is impressive enough, but the fact they do so with human analysis rather than automated intelligence sets them apart from the competition. Kantar is a respected partner that helps us remain responsive in a rapidly evolving world. Andy McLennan Global Reputation & Brand Health Lead, Aviva © Kantar, 2021 12 Data solutions aid decision-making We work with L’Oreal to detect the themes and subjects gaining momentum in the media and validate the relevance of emerging trends to its communications strategy. © Kantar, 2021 The outputs of Kantar’s solution are clear, concise and actionable. The data provided is a valuable aid to decision-making, as it accurately describes our sector and the media’s sense of direction. The KPIs are clear, and the study’s continuity generates a reliable history and necessary perspective to identify the main elements and significant developments. Julien Wintenberger Communication Director, L’Oréal Consumer Products 13 4 Don’t compromise! Quality and speed are crucial Evidence-based decision-making is transforming communications strategies. But decisions are only as good as the data they’re built on. If the data isn’t accurate and robust, then the speed and format become irrelevant. 14 High-quality data is a priority Whilst the need for real-time delivery and for data integration capabilities are both predicted to grow in importance, nearly four in five (78%) practitioners feel high-quality data they can trust is the single biggest factor for corporate communicators’ future content data strategy. One third (33%) identify poor-quality data as a significant obstacle to their future strategy. Importance of data and information (ranked) Likely to become more important - in % High quality data you can trust Realtime data delivery Ability to integrate data to evaluate impact and ROI 78 68 67 Q: Thinking about data and information, over the next few years are the following likely to become more important / less important / stay the same / don't know. Data quality is the single biggest data issue for our industry With automation, short cuts and ‘data disasters’ on the increase, you need to be sure that the data and analysis you rely on is definitive, comprehensive and trustworthy. We don’t take short cuts. Kantar is committed to providing the industry with data you can trust: relevant, concise and accurate monitoring, using the latest technology with human verification and integrity. Our Kantar Reputation platform delivers high-quality content across all media channels to over 200,000 active users in 8,500 organisations Discover our platform >> We interviewed 6,295 consumers aged 16–64 years (975 aged 16–24) and 737 industry professionals across six European markets. Fieldwork summary available on request. 15 The key to anticipating any challenge Bouygues is a diversified services group operating in over 80 countries worldwide. Business activities include construction (Bouygues Construction, Bouygues Immobilier, Colas), media (TF1) and telecoms (Bouygues Telecom). Delivering quality at scale is vital for Bouygues Group’s communications team. © Kantar, 2021 Monitoring requires high standards, precision and strong responsiveness. Kantar’s work quality reflects our own work quality. Even if we receive 99% of the information, the final 1% can make all the difference to an accurate picture of the always-on news agenda. Pierre Auberger Communication Director, Bouygues Group 16 5 Harness the power of data – strategically and safely Transformative opportunities lie in combining data sets to demonstrate both the commercial and brand impact of communications strategies. But the strategic opportunities must be harnessed safely, protecting privacy and honouring increasingly proscriptive legislation. 17 Evidence-based performance analysis Insight enables decision-making in every organisation. For communications strategies, insight isn’t about media coverage mentions – it’s a discovery of understanding, uncovering the fundamental truths that demonstrate the commercial and brand impact of your strategy. We asked communications professionals what’s most likely to guide data use when forming future strategy: 67% integrating data to evaluate impact and ROI 48% understanding how and where PR impacts the sales funnel Beyond vanity metrics Our 7 Pillars of Transformation report revealed an increasing realisation amongst communications teams that vanity metrics, such as OTS and AVE, are not helpful on their own in understanding the contribution of PR to a wider strategy. More advanced mechanisms are available to put these metrics in context and to evaluate the impact and contribution of PR in the mix. In that study, 79% of media leaders wanted to commit more strongly to an outcomesbased approach. Inevitably, that means combining data sets to understand the commercial and brand impact. But how to do it? Privacy concerns Some 21% of industry professionals see consumer privacy concerns as a significant challenge to their strategy. 40% benchmarking against competitor activity Yet a worrying 84% believe the data they have could be working harder to guide their strategy It’s critical for us to rely on more than just instinct – better use of data can equip us to do just that. Mathieu Scaravetti Director of Group Media, Financial & Institutional Communications, Sodexco Organisations can harness much more from their existing data assets. Kantar empowers clients to manage their reputations successfully. Activating and combining your own data alongside reputation monitoring, we can unlock the value of your insights. Our Media Impact Score delivers a robust automated measurement metric for media activities, providing a full spectrum of key performance indicators (KPIs) applied across earned media articles from the press and web in any country. Beyond automation, we work with clients to integrate their own organisation’s data (online analytics, customer data and brand trackers) with earned media data in a privacy-compliant way. This enables clients to develop and track KPIs that are relevant to their situation and market. Find out more >> We interviewed 6,295 consumers aged 16–64 years (975 aged 16–24) and 737 industry professionals across six European markets. Fieldwork summary available on request. 18 A bespoke methodology We co-created an innovative methodology for Vodafone which combines media data, Touchpoints behavioural data and stakeholder NPS segmentation to deliver an end-to-end measurement pathway. Learn more >> © Kantar, 2021 Data has value when it tells you how to improve your strategy. By using a combination of media data, Touchpoints and NPS, we believe we have the best understanding of how media contributes to our reputation. Volker Petendorf Vodafone Group Germany Press Officer and Chief Media Analyst 19 About Media Navigator This report is part of our 2021 Media Navigator series, provocative new thinking that looks at how data can keep you competitive in an increasingly dynamic, connected world. The pandemic has accelerated many changes for media and communications and underlined the importance of leading into change early, particularly investing in digital transformation. We enable our clients to grow, bringing together the most comprehensive and actionable intelligence on media consumption, performance and value. About Kantar Kantar is the world’s leading evidence-based insights and consulting company. We have a complete, unique and rounded understanding of how people think, feel and act; globally and locally in over 90 markets. By combining the deep expertise of our people, our data resources and benchmarks, our innovative analytics and technology, we help our clients understand people and inspire growth. For more information visit www.kantar.com or contact us: Global john.mccarthy@kantar.com francois.nicolon@kantar.com Asia Pacific nick.burfitt@kantar.com Europe, Middle East & Africa gary.brown@kantar.com Latin America suzana.chibante@IBOPEmedia.kantar.com Nordics & Baltics frida.wentzel@kantar.com North America elaine.chen@kantar.com UK & Ireland claire.melly@kantar.com Written and published by Kantar. April 2021 © All rights reserved.
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