The Brookings Institution wins International NGO Reputation Award

EMBARGOED UNTIL 6PM, OCTOBER 23.

Berlin. October 23, 2013. The Brookings Instituion was honoured tonight at a ceremony at the German parliament during Media Tenor's 14^th International Agenda Setting Conference for achieving a positive image in international media by garnering consistent visibility and voice on leading issues, which promotes public trust in their operations and expertise.

In a world in which the growing number of emergencies caused by conflict and natural disasters are matched by increasingly fierce competition for funds amongst other agencies and interests, the media plays an important role in drawing attention to crises, generating sustainable political interest, and raising funds from public and private sources. Thus, the media is a critical tool through which NGOs build trust, communicate to selective stakeholders, and stimulate public interest in sustaining their work, regardless of which issues their targeting.

Media Tenor has based a successful communication strategy for NGOs on the following ten criteria: Basic visibility, no excess negativity and ongoing presence; coverage on management and operations; coverage on services and innovation; coverage on public relations and image; coverage on social activities; share of voice; visibility of research; coverage of materiality; diversity of coverage in global media markets; and coverage of sustainability.

The overall performance in the ten criteria served the purpose of identifying NGO’s ability to increase their impact via opinion-leading media. For the period from July 1, 2012 to June 30, 2013, MEDIA TENOR analyzed 1,236 reports about NGOs on 13 leading International TV media and in three business print media.

Human Rights Watch came in as first runner-up with consistent performance in garnering an ongoing media presence above its peers and accomplishing the largest global reach in a variety of media markets. Winning by a narrow margin as second runner-up was the U.S.-based, National Rifle Association (NRA) for successfully generating media coverage and increasing its share of voice to stakeholders during domestic policy debates which threatened their interests.

For over 20 years Media Tenor's mission has been to contribute to objective, diverse and newsworthy news by bringing together the diverse parties who both impact and are affected by the news. Media Tenor's global research projects include analyses of election campaigns, investor relations, public diplomacy, corporate communications and other topics critical to news makers and news audiences.