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Oxford and FU Berlin Win University Reputation Award
2012-11-01

Visibility and diversity key for a positive media image

Lucerne. November 1, 2012. Oxford and FU Berlin, from the UK and Germany respectively received, the University Reputation Award at the 13th International Agenda Setting Conference. The award honors those universities that achieve an outstanding presence in international TV news programs based on volume of coverage, the tone of the reporting, and the richness of the issues addressed.

For the period from July 2011 to June 2012 Media Tenor´s analysts examined 134,813 news stories in the main evening news from the US, Europe (UK, Germany, France, Italy, Spain, Switzerland), and Africa. Out of all universities and research institutes that were covered in the news, 17 qualified for the final round of the award. 2,675 reports were examined for key elements of a comprehensive media image.

The ten examined categories were: volume of coverage, visibility in international outlets, diversity of topics, tone of coverage, presence of expertise quoted in the media, share of voice, share of forward-looking reports, share of key topics such as R&D, science, technology, and innovation, the volume of coverage of products such as teaching, and the volume of coverage related to public appearance (e.g. conferences).

Oxford University won the award again after being the sole winner in 2011. Oxford was especially strong with regard to overall visibility and the presence of its research and teaching. Freie Universität achieved the highest share of voice based on the successful placement of its experts and researchers.

Columbia University and the London School of Economics shared second place based on a balanced performance in all categories, achieving a significant presence outside their domestic media markets. Frankfurt School of Finance & Management took the third place.

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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