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SOMO in the media 2009-2010

Rechten: Alle rechten voorbehouden

SOMO in the media 2009-2010

Rechten: Alle rechten voorbehouden

Samenvatting

Since the establishment of the Centre for Research on Multinational Corporations (SOMO) in 1973 many factors have changed. Communication, mobility and accessibility being a part of an on-going technological progress have created new challenges and opportunities.
In order to facilitate new strategies and adapt to them, an analysis was carried out in the field of the media-attention that SOMO has generated over the past two years. This was to assess if the mediaattention has helped SOMO in attaining its strategies: Knowledge building, Cooperation, Capacity building, Lobby/policy influencing. Furthermore, whether it has led to feasible results that correspond to the objectives, and whether the media-attention has contributed to effectively reaching the desired target groups. In addition, this report answers the questions that correlate to SOMO's media-attention, the findings are accompanied by charts followed by recommendations and conclusion that are based upon the findings.
The overall results have been very promising in numbers and observed achievements. In September 2010 there was significant amount of media-attention generated by successful cooperation with the Volkskrant. Media-attention performance in 2009 was quantitatively less than
in 2010. The main highlight in 2009 that generated a number of media entries was the book "Het onzichtbare label". A correlation between press releases and media-attention follow up could not be established. The outcomes showed that the ratio of press releases to media-attention in 2010 was nowhere near that of 2009, yet the media-attention results proved the opposite. The issue of
manually processing data to Pluriform could also have influenced the validity of results.
Nevertheless, there are some minor points for improvement that should not be considered as shortcomings, but rather as a productive part of an evaluation process. First of all, an actual media policy should be created that can cover directives regarding the social media approach. Secondly, as a step from media policy, social media should be maintained accordingly. Furthermore, for effective monitoring of media-attention, it should be decided which are the right maintenance tools (e.g. Pluriform).
With rapid changes in the media landscape the opportunities have never been greater and stakes have never been higher for those aiming to reach their goals. Thus adapting to those changes is crucial for everyone involved in any kind of public or private activity. Therefore this analysis report, tries to distinguish means from ends and shape a retrospect of SOMO's media-attention.

Toon meer
OrganisatieDe Haagse Hogeschool
AfdelingESC Europese Studies / European Studies
Jaar2011
TypeBachelor
TaalEngels

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