September 15, 2010

The Burson-Marsteller Blog

Burson-Marsteller Study: Message Gap Analysis

Posted By Burson-Marsteller

Anyone who has ever listened to several different friends retell the same story knows that stories seem to change depending on who is telling them. In the world of public relations, we experience that same phenomenon almost every day. Organizations send out messages through press releases, websites, media interviews and other channels. Many of these messages are reported by the media while others are discarded and others are changed completely.

Burson-Marsteller’s Message Gap Analysis is a study which explored 158 messages delivered by 16 companies around the world to understand how company messages are conveyed in the media. The study found that a 48% gap between the messages a company communicates and the message conveyed by the media. The study also found that the gap is even bigger between a company’s message and bloggers’ messages (69%).

For a full rundown of the study please see the presentation below.