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Kantar 2021 Communications Strategy Summary

Core Content

This report by Kantar explores the evolving landscape of corporate communications, focusing on how digital channels, audience behavior, and trust in media sources are reshaping the industry. It highlights the importance of data-driven insights and strategic alignment with audience perceptions to build effective communications strategies.

Main Points

1. Audience Behavior vs. Industry Perception

• Audience Reality:

  • TV news remains the most trusted and frequently used news source.
  • Newspaper websites and newspapers are also important.
  • Social networks and search engines are growing in importance, but not as much as industry professionals believe.
  • Radio news is the least trusted.

• Industry Perception:

  • Social networks and social influencers are seen as major growing channels.
  • Podcasts are also overestimated in importance.
  • Newspapers and news magazines are considered declining in importance, though the public does not share this view.

• Key Insight:

  • There is a significant gap between what communications professionals believe and what the public actually does.
  • Younger audiences (16-24) are more aligned with industry assumptions, but even they do not fully reflect the growing influence of social influencers and podcasts.

2. Trust in News Sources

• Trust Matters:

  • Trust in traditional news brands (e.g., BBC, ZDF, RTE) is still strong.
  • Trust in social media and news aggregators is significantly lower.
  • Only 13% of the public use social media for in-depth understanding of issues, indicating a preference for curated content.

• Implication:

  • Communications teams must ensure that messages from trusted news brands are not lost in the noise of social platforms.
  • The shift from "pull" to "push" information delivery via social media is creating challenges for reputation management.

3. Digital Communication Challenges

• Digital Dominance:

  • 91% of communications professionals believe digital channels have become more important due to the pandemic.
  • Concerns include:
    • Avoiding polarizing or controversial news outlets.
    • The influence of AI and algorithms on news distribution.
    • The potential decline in awareness of news brands due to aggregators.

• Public Awareness:

  • Only 5% of the public feel they are less likely to use social media for news.
  • 21% feel social media is more important than before, showing a balanced view.

4. Data-Driven Strategy

• Need for High-Quality Data:

  • 78% of communications professionals consider high-quality data the most important factor for future content strategy.
  • Poor-quality data is seen as a significant obstacle by 33% of practitioners.

• Strategic Use of Data:

  • Communications teams need both short-term tactics and long-term insights.
  • 45% believe analyst and expert insights will become more important.
  • 52% think AI will help in separating signal from noise.

• Integrated Approach:

  • Combining internal data (e.g., customer data, brand tracking) with earned media data is essential.
  • Kantar’s Media Impact Score provides a robust automated measurement metric across media channels.

5. Privacy and Ethical Considerations

• Privacy Concerns:
  • 21% of communications professionals see privacy as a major challenge.
  • Organizations must use data in a privacy-compliant manner while leveraging it for strategic advantage.

Key Recommendations

• Avoid Perception Gaps: Communications strategies should align with actual audience behavior, not just assumptions.
• Leverage Data: Use high-quality, evidence-based insights to guide both short-term tactics and long-term strategies.
• Balance Technology and Human Expertise: AI and automation can support, but not replace, human analysis in understanding audience sentiment.
• Focus on Trust: Build strategies that reinforce trust in traditional media while adapting to digital trends.
• Integrate Data Sources: Combine internal and external data to create a comprehensive view of audience impact and brand performance.

Case Studies

Brewdog

• Brewdog’s reputation improved significantly during the pandemic due to its responsible actions (e.g., producing hand sanitizer).
• Earned media correlated with brand searches, showing a direct consumer response.
• The campaign highlighted the importance of aligning communications with audience sentiment and values.

SNCF

• A 360° communication strategy led to renewed pride in belonging and a positive brand image.
• Kantar’s integrated approach combined multi-channel media analysis with public opinion data for effective evaluation.

L’ORÉAL

• Used Kantar’s data solutions to detect emerging media themes and validate their relevance to communications strategy.
• Emphasized the need for advanced data mechanisms to evaluate PR impact beyond traditional metrics.

Conclusion

Kantar’s report underscores the importance of evidence-based insights in navigating the complexities of modern communications. It highlights the need for organizations to move beyond intuition and vanity metrics, and instead, use high-quality, integrated data to understand and influence audience perception effectively.