Awareness Threshold

Break Through the AwarenessThreshold

In order to reach a target audience, a minimum number of reports (expressed in number of statements/information units) must be established and maintained on a continuous basis. If the volume of this reporting is below the AwarenessThreshold, media relations activity is of little value, since it isn’t generally seen.

Maintaining communication above the AwarenessThreshold enables organizations to reduce the impact of crises and leverage critical events such as product releases, IPOs, and the presentation of financial results. Crises are often the result of misconceptions about an organization. Communication that is consistent and transparent builds credibility that can halt crises before they cause real damage. In order to do this efficiently, Media Tenor’s ability to define AwarenessThresholds – taking into account all entities vying for public attention – is unique. The AwarenessThreshold can not be established merely by analysing all reports about a certain industry or a given entity such as the FT 100. It can only be established by analysing ALL reports: 100 percent of media coverage*.

Media Tenor has developed the Media Awareness Index (MAX) to help organizations to manage external communications, both strategically and tactically. The Media Awareness Index reflects whether or not an organization has been able to break through the AwarenessThreshold and thereby communicate the intended message to its audience.

Management Benchmarking

When building a company image, board members play an integral role. It is imperactive to identify what position a CEO holds in comparison to other CEO's in order to position him/her strategically.