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2009
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Safaricom, Kenya Commercial Bank and the East African Breweries have emerged the top three companies, respectively in last year’s media coverage, a survey released on Thursday indicates.
Kenya Power and Lighting Company and Zain respectively complete the list of the first five companies enjoying media publicity, according to a poll released by Synovate, formerly the Steadman Group.
Others that made it to the top 10 respectively are Coca Cola, Telkom Kenya, Kenya Airways, Equity Bank and Unilever.
However in terms of prominence, Zain and Coca-Cola lead with 3.2 while Equity Bank comes third at 3.1 at par with Unilever, KCB and Telkom Kenya.
Safaricom had a record 4,898 articles against KCB’s 2,889 and the brewer’s 2,446 articles in at least six television stations, 10 newspapers and 50 radio stations sampled in the Media Publicity Index.
Safaricom’s publicity reaches over 50 per cent more audiences than its peers.
MPI measures only editorial or news content and not advertising. The overall score has Zain and Coke occupying positions four and five respectively.
Top companies
According to the survey, print provides 50 per cent of the media space for the top companies’ publicity followed by radios’ 33 per cent and TVs’ 17 per cent.
This is despite the fact there are more than 95 radio stations and 17 TV stations in the country.
This analysis, which revealed the media focus on telecommunications, beverage and the banking industry, was done between January 1 and December 31 last year.
Releasing the poll results, Synovate managing director George Waititu said 86 per cent of the total coverage of the corporate institutions was positive while a paltry 3 per cent was negative. Ten per cent was neutral coverage.
Safaricom would have spent about Sh540 million were the publicity received to be paid for while KCB and EABL would have spent Sh255 million and Sh228 million respectively.
“These results would help companies form publicity strategy with factual market data, measure and evaluate, learn and act, identify best practice and benchmark peers as well as define the perception of community investment,” said the research firm’s director of media monitoring division Joe Otin.
The survey measured the institution’s article frequency, advertising value equivalent, clip duration or length, opportunity to see, which means the audience potential, tone of the coverage, media distribution by radio, TV and print as well as the story prominence.
Generally low
According to Mr Otin, corporate publicity for most companies was generally low at the expense of political coverage especially during the first quarter of last year, a time when the country was experiencing post-election violence.
The corporate news bounced back in the second quarter with Safaricom’s leading coverage being influenced by the initial public offering.
2009
By:
NAIROBI, February 5. The Public Relations Society of Kenya (PRSK) is engaging stakeholders in both Public and Private Sector to pursue a standardized measurement system for determining returns on investment in media publicity. The Society is working towards realizing an index for measuring media publicity to quantify returns on investment in media coverage. To achieve this, a Media Publicity Index (MPI) is being developed by the Steadman Group in close consultation with PRSK.
This was disclosed while releasing the 2008 Media Publicity Top Performing Companies during a press conference held at the Steadman Group offices in Nairobi. Speaking at the function, the Chairman of PRSK, Mr. Peter Mutie said; measurement and evaluation of Public Relations’ contribution to the bottom line continues to be one of the hottest topics among PR professionals today.
The measurement of organizational performance has moved away from financial returns only to the triple bottom line; made up of "social, economic and environmental." “A triple bottom line enterprise seeks to benefit many constituencies, not exploit or endanger any group of them, said the PRSK Chairman.” Public Relations play the leading role in delivering two of the triple bottom line results – people and environment, thus becoming a major contributor to organizational sustainability.
In the past, questions have been asked on how to quantify the contribution of media publicity in generating sales or other business outcomes as well as how financial returns can be attributed to the publicity. “With media publicity index, the industry has a clear indicator to demonstrate returns on PR efforts,” said the PRSK Chairman. With the media scrutinizing every story coming to them from PR departments, only those organisations that involve in meaningful social responsibility and progressive society engagement pass the test of getting positive coverage.
The MPI will thus enable PR professionals accurately and consistently report results of the return on investment achieved by public relations activity and improve the quantifiable measurement of public relations effectiveness. As the professional body of PR practitioners and custodians of corporate communication processes, PRSK will continue to encourage use of data-driven decision-making within the PR profession and assist in producing Best Practice guidelines.
Mr. Mutie further stated that Advertising Value Equivalency (AVE) has been used for many years by public relations professionals to demonstrate the business outcomes of their efforts due to its perceived higher level of editorial credibility. Many people are attracted to it because it also puts a cash value on media coverage and, by extension, allow comparative results with advertising. This measurement, however, has generated much debate in the Public Relations industry, with issues raised on its reliability and validity. It is thus important for the industry to constantly review and embrace best practices and the MPI is a step in the right direction.
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