Alec Mattinson, prweek.com
A new analysis of surveys and reports from leading financial and professional services firms has found just one quarter were picked up by key media sources.
A TLG-led audit of 269 research reports produced by the UK’s top lawyers, accountants, banks and insurers found that 73 per cent failed to generate coverage in the UK’s most influential media.
The Financial Times covered 15 per cent of the surveys and reports published by the top names in the UK that trade on ‘knowledge capital’, while the BBC reported fewer than ten per cent.
Overall, there were 500 pages of analysis a week generated by firms, bombarding media sources with more than 1,000 graphs and charts a month.
Malcolm Gooderham, founder of TLG, commented: ‘We know these firms have great knowledge, but feel this is not reflected in the impact they make. Firms will benefit from being less cautious and bolder about what they think and remembering to take a big-picture view that stretches beyond their own sector.’
He advised firms to bear in mind an ‘MOT’ test for their reports: methodology (being sufficiently transparent about the research process); opinion (clarity and conviction in analysis and conclusions); and timing (resonating with a wider news agenda and fitting around editorial deadlines).
The agency has launched TLGLab, a business think-tank to influence political thinking and policies on key areas affecting UK corporates.
This week, the think-tank will release The Growth Factory, a report authored by Tory MP Damian Collins and backed by a group of Conservative MPs and firms including Cisco, Ernst & Young and Airbus.
The report calls for a rebalancing of the economy with a ‘modern industrial strategy’, focusing on potential growth areas including sectors such as aviation, automotive and creative and digital industries.