ICA=CH Model

Make use of Media Tenor's ICA=CH Model

At the 2nd International Agenda Setting Conference 2000 in Bonn, participants in the Agenda Setting theory workshop augmented the traditional Stimulus-Responce Model to create the ICA=CH Model in accordance with the Agenda Setting theory.

ICA=CH model clearly indicates how many reports are needed to realize change. This model takes into consideration value drivers, the behaviours of competitors, and the rating of ALL additional reports appearing in media coverage.

Traditional Stimulus-Response Model

I: The traditional ‘stimulus-response' model is not sufficient for measuring media effects. When predicting how many reports are necessary to realize behavioural change (CH), an organisation must not only take into account the volume of coverage (I) but also the value drivers (VD) that must be communicated, including such concepts as financial soundness, environment, corporate appeal, attitude toward customers, and personnel policy.

C: After clear communication of all the information (I) and value drivers (VD), an organisation needs to keep eye on the communication activities of its competitors (C). Only when the organisation’s message is stronger than those of its competitors behavioural change is achieved.

A: Only by tracking ALL additional information (A) in the media is one able to identify external messages that support, oppose, or are seemingly ambivalent toward the original message (I). Among these additional reports there are often messages that can be leveraged in strategic planning.

CH: Once the information (I) is strong enough and is supported by value drivers (VD) so as not be overwhelmed by competitors’ messages (C) , and a positive media environment (A) is reached, one last, but very important thing has to be ensured: the message must surpass the Awareness Threshold – the level at which it generates sufficient media attention to have a real impact causing a change (CH).

Media Tenor ICA=CH Model