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International NGO Communicator Award Winner Announced
2012-11-01

The Red Cross and Crescent recognized for positive, balanced, and diverse media image

Lucerne. November 1, 2012. Media Tenor has recognized the Red Cross and Crescent as the top International NGO Communicator in 2012 at Media Tenor´s 13th International Agenda Setting Conference.

The media landscape is changing radically. Not only politicians and companies compete for media awareness, but non-governmental organizations and their causes also depend on sustainable media coverage to an increasing degree. In the competition for public support and charity money, NGOs have to move beyond the awareness threshold of the media to demonstrate their capabilities and present a constructive picture of their goals and plans to the public. Media Tenor has tracked the media coverage of NGOs continuously since 2000, giving an accurate picture of media awareness, tone of coverage and the issues prevalent in the reports.

Media Tenor has based a successful communication strategy for NGOs on the following 8 criteria: volume of coverage, tone of coverage, Share of voice (share of stories based mainly on quotes from the organization), share of interviews and opinion pieces, personalization (share of stories focusing on senior management), tone of coverage of senior executives, share of forward-looking reports and steadiness of coverage over time.

The overall performance in the 8 criteria served the purpose of identifying NGOs that have the best chance to succeed in getting their message across to the public. For the period from July 2011 to June 2012, Media Tenor analyzed 8,723 reports about NGOs in 20 leading international TV media.

The Red Cross and Crescent claimed this year´s award because of consistent performances in the different criteria with strong results in the media awareness the NGO garnered in international TV and the evaluation of its representatives in the media. The Red Cross and Crescent out-performed its competitors on the criteria that judge the image of its representatives.

Greenpeace came in as first runner-up with also consistent performances on the criteria and out performing other NGO in overall ratings of coverage. Human Rights Watch´s ability to garner at least some interviews in the media, which no other NGO managed to do, helped it to achieve 3rd place overall.

For over 19 years Media Tenor´s mission has been to contribute to objective, diverse and newsworthy news by bringing together the diverse parties who both impact and are affected by the news. Media Tenor´s global research projects include analyses of election campaigns, investor relations, public diplomacy, corporate communications and other topics critical to news makers and news audiences. The annual Agenda Setting Conference brings together these diverse constituencies for data-driven workshops, panels, case studies and keynote speeches.

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