the relationship among ngos, government, media and ......proprietary research by strategy one and...
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The Relationship Among NGOs, Government, Media
and Corporate Sector
January 2001
Proprietary Research by Strategy One and
Edelman PR Worldwide
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Why We Are Gathered This Morning
• Seattle WTO as wake-up call – networked direct action
• Shell/Brent Spar and Monsanto/GM Foods show failure of old model of persuasion
• Pyramid of authority gives way to circle of cross influence
• Must speak to consumer throughout entire process
• UN Global Compact as declaration of principles, not legally binding code of conduct. Can promote best practices. Need more American corporate involvement
• Edelman has committed to be volunteer PR firm for UN Global Compact
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Tremendous Opportunity In Proper NGO Relationship Management
• Employees – the secret advantage of motivation cross borders
• Customers – assurance they are buying the right product
• Financial community – position as smart company
• Government – seeks reinforcement of regulation positions
• Our experience to date is positive
Chiquita – Rainforest Alliance
Home Depot – Forest Stewardship Council
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• They play offense all the time
• They take their message to the consumer
• They are ingenious at building coalitions
• They always have a clear agenda
• They move at Internet speed
• They speak in the media’s tone
NGOs: Why They are Winning
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Methodology
• Survey of 600 European (UK, Germany, and France) and 200 Australian “Thought Leaders” October 2000
• Survey of 500 U.S. “Thought Leaders” July 2000 and January 2001
• Probe trust, favorability, credibility on five key issues
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Our Research Hypotheses
• Low trust/confidence in government and business gives NGOs credibility – NGOs have halo effect
• NGOs skip elite media and go straight to the consumer through web, popular press, TV
• Business is unsuccessful because they talk science rather than human issues
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There Is Sense of NGO Positive Momentum and High Degree of Awareness of NGOs
• No discernible difference in awareness across continents
• Real feeling of increased influence over the global agenda
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Familiarity With NGOs
16%
53%
31%
6%
26%
13%
22%
69%
65%
0% 20% 40% 60% 80%
Not At All
Familiar
Somewhat
Familiar
Extremely/Very
Familiar
U.S.
Australia
Europe
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Increased Influence
16%
63%
19%
34%
56%
10%
25%
45%
35%
0%
10%
20%
30%
40%
50%
60%
70%
Extremely/Very
Influential
Somewhat
Influential
Not Very Influential
Europe
Australia
U.S.
Approximately 75% of Americans, Europeans and Australians feel
that NGO influence has increased significantly over the past ten
years.
NGO Influence Over Gov’t/Business Today
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What the World Agrees On – NGOs Are Most Credible Source On Environmental, Social Issues
• Government, corporations, media lag behind
• Our explanation – NGOs seen as selfless crusaders with specific expertise
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0%
10%
20%
30%
40%
50%
60%
Environmental Human Rights Health
NGO
Government
Corporation
Media
NGOs Dominate Big Issues in Terms of Trust
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Source Credibility: U.S.
42%46%
26%20%23%
19%
0%
20%
40%
60%
80%
Labor Issues GMO
NGO Media Large Company
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“Trust To Do the Right Thing” – A Real Difference by Continent
Business
Government
NGO
Media
Note that NGOs top-rated in trust except in US
US
44
27
36
20
Australia
38
30
53
18
Europe
32
36
48
23
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“Trust To Do the Right Thing” – A Brand Evaluation Shows Big Gap
Exxon
Greenpeace
Nike
Amnesty International
Microsoft
Note that most trusted brand is NGO except in US
US
30
40
40
36
61
Australia
16
69
30
80
34
Europe
17
65
25
75
44
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Business, NGOs Have Comparable Favorability Except in US and France, Much Ahead of Government and Media
• Biggest disparity between US and France with business rated highly in US and poorly in France. NGO rating as mirror image
• Government and media lag except in Germany
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8%
17%
32%
13%
21%
31%
26%
18%
23%
43%
21%
13%
22%
31%
34%
55%
10%
38%
31%
29%
0% 10% 20% 30% 40% 50% 60%
Media
Government
Business
NGOs
Australia
US
UK
Germany
France
Strong differences in favorability between markets
Favorability
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Why the Large Perception Gap
• US generally more conservative and has benefited from unprecedented boom – business has made us wealthy!
• Major European health issues (“mad cow” disease, Coca-Cola recall, dioxin) have negative impact on credibility of government and business
• Role of FDA and trust in regulatory process versus vacuum in Europe
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Major Difference in US Versus Europe/ Australia on Brand Favorability
• Corporations are ahead in favorability and trust to leading NGOs in US while in Europe/Australia, NGOs are well ahead
• Top NGO brands much less highly ranked in favorability and trust in US
(Greenpeace at 33% in US, 59% in Germany) (Amnesty International at 28% in US, 67% in
Europe) • Controversial companies do much better in favorability
ratings in US than Europe/Australia (Monsanto at 25% in US, 4% in Europe)
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Country Differences On NGO Brands
• UK rates Oxfam and WWF most highly
• Amnesty International and WWF have highest ratings in France
• Germany rates Greenpeace and Amnesty International as top “brands”
• US rates WWF and Sierra Club
• Australia rates Amnesty International, Greenpeace
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25%
28%
28%
33%
37%
40%
42%
45%
66%
0 20 40 60 80
Monsanto
Exxon
Amnesty International
Greenpeace
Sierra Club
World Wildlife Fund
Nike
Ford Motor Company
Microsoft
Favorability: U.S.
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Favorability: UK
6%
13%
29%
29%
33%
55%
57%
65%
66%
50%
24%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Monsanto
Exxon/Esso
Ford Motor
Nike
British Airways
British Telecom
Greenpeace
Amnesty International
Microsoft
World Wildlife Fund
Oxfam
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5%
16%
30%
34%
47%
54%
59%
72%
51%
22%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Monsanto
Exxon/Esso
Ford Motor
Deutsche
Nike
Microsoft
World Wildlife Fund
Lufthansa
Greenpeace
Amnesty International
Favorability: Germany
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3%
10%
19%
34%
37%
54%
60%
73%
45%
17%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Monsanto
Exxon/Esso
Ford Motor
Nike
Microsoft
Air France
Greenpeace
France Telecom
World Wildlife Fund
Amnesty International
Favorability: France
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Favorability: Australia
25%
39%
51%
57%
68%
22%
29%
11%
54%
0% 20% 40% 60% 80%
Exxon/Esso
WTO
Nike
Ford Motor
Microsoft
World Wildlife Fund
Australian Conservation Org
Greenpeace
Amnesty International
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• New Adage: “He who is most confrontational gets the most coverage.”
• International media is looking for a powerful villain; business is playing right into that
• Television drives this debate through effective use of emotion
“owns” the environment for the media
NGOs and Media
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• Explosion of media coverage for major NGOs
• Nearly quadrupled coverage since 1996
99
173195
355
321
478
0
100
200
300
400
500
NGOs Greenpeace Amnesty
1996 2000
NGOs Powered by Media Coverage
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The Situation Could Change Quickly in US
• Bush Administration seen as significantly less responsive to environmental and social agenda
• NGOs have more credibility in US on specific issues (environmental and social)
• Americans tend to be less sympathetic to business in recessions
• Potential “catalytic event”
• But we doubt NGOs will ever have as dominant a position in US as in Europe/Australia
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Closing Thought: NGOs Now Super-Brands
• Globalization provides new markets for ‘dominant’ NGOs
• NGOs now have to market themselves like any other brand
• Business has to change to win – adopt NGO best practices
• Need custom solutions by region/market – cannot have a simplistic global view
• Will cooperation with business lead to subversion of NGO credibility?
• Which of tomorrow’s NGOs should businesses be tracking?
• Will attitudinal gap between US and rest of world be maintained?