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

Author

Listed:
  • Robert G Eccles

    (Media Tenor Deutschland GmbH)

  • Matthias Vollbracht

    (Media Tenor Deutschland GmbH)

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.

Suggested Citation

  • Robert G Eccles & Matthias Vollbracht, 2006. "Media Reputation of the Insurance Industry: An Urgent Call for Strategic Communication Management," The Geneva Papers on Risk and Insurance - Issues and Practice, Palgrave Macmillan;The Geneva Association, vol. 31(3), pages 395-408, July.
    • Handle: RePEc:pal:gpprii:v:31:y:2006:i:3:d:10.1057_palgrave.gpp.2510086
    DOI: 10.1057/palgrave.gpp.2510086
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