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BizReport : Blogs & Content archives : October 07, 2010

Large "message gap" identified between companies and blogs

Recent analysis of 158 corporate messages, including announcements, product launches, speeches and leadership announcements from 16 companies in the United States, Europe, Latin America and Asia, discovered a "message gap" between the press releases and corporate statements issued and the stories ultimately delivered.

by Helen Leggatt

The study found that a company's message is getting lost in translation to 48% of mainstream media. However, that figure rises substantially when news is sent to bloggers with 69% "distorting" or "diluting" the message.

Surely, this is to be expected? Bloggers are known to be more opinionated and boldly question the underlying intentions behind a news release. Indeed, many are keen on challenging a strategy or statement and often comparisons with a company's competitors are made.

Some degree of message distortion is inevitable, but companies can reduce the extent of it by making powerful content of their own available. The theory is that if bloggers can link directly to relevant, high-quality content they're less likely to put their own spin on things. The information could include comparison charts, links and data to support claims made in the release, and social media links.

"As companies increasingly turn their attention to message impact to measure success, they must begin to understand how their messages are coming across in a range of mainstream and new media channels," said Jennifer Graham Clary, chairwoman of Global Technology Practice at Burson-Marsteller.

"Organizations can then strengthen the integrity and resonance of their messages to ensure their intended message is being presented to stakeholders," she added.

Tags: blogging, PR, public relations

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