Media Reputation of the Insurance Industry: An Urgent Call for Strategic Communication Management

Robert G Eccles and Matthias Vollbracht ()
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Robert G Eccles: Media Tenor Deutschland GmbH, Am Kurpark 71, Bonn 53173, Germany.
Matthias Vollbracht: Media Tenor Deutschland GmbH, Am Kurpark 71, Bonn 53173, Germany.

The Geneva Papers on Risk and Insurance - Issues and Practice, 2006, vol. 31, issue 3, 395-408

Abstract: The power of the media has become a parameter for business success in recent years, as media reality – the image of reality that is created by the media – has become a key factor influencing all of a company's stakeholders. These include customers, suppliers, employees, politicians, regulators and the general public. Based on a long-term analysis of German media coverage (1998–2006) and an international comparative analysis of media coverage in the U.K., France, Spain, Italy, Austria, the U.S. and Asia (2004/2005), the following article outlines the changing reputational risk environment regarding the insurance industry. This analysis shows why companies must take a proactive stance on corporate communications. This is confirmed by the experience of Media Tenor, an international media research and consulting institute and Perception Partners Inc., a consulting firm specializing in reputational risk. The Geneva Papers (2006) 31, 395–408. doi:10.1057/palgrave.gpp.2510086

Date: 2006
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