Country image italy 2012 2015 03

Stereotypes frame perception of Italy

Italy‘s international media image, 1/2012-3/2015

Old question marks frame the perception of Italy while Renzi plays a minor role in international TV news

International TV news and business media show little confidence for Italy’s economy

Shanghai’s 2010 EXPO stands out as successful example – Milano deserves a better ramping up

Basis:

1,535,568 reports about protagonists in international TV news, 14,579 with reference to Italy

Inter-coder reliability: 86% in Q4/2014

Media Tenor International AG

Roland Schatz

[email protected]

+41 43 255 1925

2

Once Hidden Champions talk, negative frames loose impact

Rome, April 23 2015. The competition for tourists and foreign direct investment is increasing. Only few

countries so far have understood the positive effects of professional place branding for business, academia

and its perception as thought leader creating stronger negotiation impact. Italy has enough globally accepted

icons to overcome the longterm negative media frame by implementing Agenda Setting standards.

During the past 20 years Italy is less framed by its government, but by a stereotype-driven news focus

abroad: With a base of 100-150 stories on corruption, inefficient justice etc. it becomes obvious that Italy

needs on top at least 300 reports on winning stories to change the perception. The message to the corporate

community around the world remains clear by reading WSJ, FT or any other business media: Investing in Italy

is driven by risk. All signs of slow improvement fall on an unprepared ground of distrust within the

community of business elite media around the world. BUT: once these journalists have to report on Pirelli,

Fiat, Intesa or ENI the picture turns the opposite. With all structural problems the Italian corporate sector

manages to do what corporate leaders have to do all around the world: fighting problems.

Society, culture, sports and special events such as EXPO prove become another resilient value to start

working on overcoming the stereotype-driven news selection. The reform process initiated by the Renzi team

so far is presented in the global media with skepticism. More than one third of all stories addressing Italy are

neither concrete nor informative: every country or institutions who ends with a media image of being framed

by “in general” has lost the race for positive reputation before it starts.

A joint initiative including national thought leaders from academia, culture, the corporate sector and

tourism should be able to help outbalance the negative frame and gain global interest in Champions made in

Italy.

110 Media Tenor Analysts categorized all 1,535,568 reports about protagonists in international TV news, 14,579 with reference to Italy

from 4/2014 to 3/2015 as well as 42,667 reports about companies in international business media, 290 with reference to Italy in Q1

2015 and all 53,385 quoted analyst statements in 10 international business papers, 2,166 referring to Italy.

• Inter-coder reliability: 86% in Q4/2014

3

Italy in international TV news, 4/2014-3/2015

Salience in the news / tone of coverage of main protagonists

The competition for tourists and foreign direct investment is increasing. Only few countries

so far have understood the positive effects of professional place branding for business,

academia and its perception as thought leader creating stronger negotiation impact.

Basis: 150,057 news stories in 20 international TV news shows, 61,041 in foreign news

Italy is working hard to stay on the global media agenda

0% 5% 10%

Ukraine

U.S.

France

Iraq

U.K.

Brazil

Syria

Palestine

Russia

China

Greece

Germany

Nigeria

Australia

Italy

Share of all stories in foreign news

0% 20% 40% 60% 80% 100%

Ukraine

U.S.

France

Iraq

U.K.

Brazil

Syria

Palestine

Russia

China

Greece

Germany

Nigeria

Australia

Italy

negative

no clear tone

positive

Tone of coverage of main protagonists

4


Volume and tone of coverage: Number of reports about protagonists

Italy is less framed by its government, but by a stereotype-driven news focus abroad: With a

base of 100-150 stories on corruption, inefficient justice etc. it becomes obvious that Italy

needs on top at least 300 reports on winning stories to change the perception.

Basis: 1,535,568 reports about protagonists in international TV news, 14,579 with reference to Italy

Old question marks frame the perception of Italy

0

200

400

600

800

1.000

1.200

1.400

J 12 M 12 M 12 J 12 S 12 N 12 J 13 M 13 M 13 J 13 S 13 N 13 J 14 M 14 M 14 J 14 S 14 N 14 J 15 M 15

positive no clear tone negative

Costa

Concordia

Elections

Lampedus

tragedy

5


Salience in the news / tone of coverage: Comparison of media markets

South African media give an example how this is possible: as they are more interested in

sports they give events around soccer, Formula 1 and cycling more visibility. Similar results

are positive around topics from academia, business, culture and tourism.

Media in South Africa and the US cover improvements

0% 1% 2% 3%

Switzerland

Austria

Spain

Germany

France

South Africa

U.K.

China

U.S.

Vietnam

Canada

Share of Italy from all reports in foreign news

0% 20% 40% 60% 80% 100%

South Africa

U.S.

Spain

Germany

Austria

China

U.K.

Switzerland

France

Vietnam

Canada

negative

no clear tone

positive

Tone of coverage of protagonists w. reference to Italy

Basis: 271,431 reports about protagonists in foreign news in international TV news, 3,695 with reference to Italy

6

0% 20% 40% 60% 80% 100%

Domestic policy

Party politics

Foreign policy

Economy

Business

Environment/energy

Social policy

Society/religion

NGOs/institutions

Crime/security

Accidents

Sports

other topics

negative

no clear tone

positive

Society, culture, sports and special events such as EXPO prove become a resilient value to

start working on overcoming the stereotype-driven news selection. The reform process

initiated by the Renzi team so far is presented in the global media with skepticism.


Culture and other traditions perceived as core value

Share of all reports about protagonists Tone of coverage of protagonists

Politics 25%

Economy 16%

Society/ culture

11%

Crime/ accidents

22%

Sports 12%

other topics 14%


Topic structure / tone of coverage of protagonists – comparison of topic areas

7


Volume and tone of coverage of most often mentioned protagonists

More than one third of all stories addressing Italy are neither concrete nor informative:

every country or institutions who ends with a media image of being framed by “in general”

has lost the race for positive reputation before it starts.


Athletes, navy and rescue services perceived strongly

Number of reports

0% 20% 40% 60% 80% 100%

Italy in general

Italian economy

Accident victims

Refugees

Cities

Athletes

Provinces

Matteo Renzi

Costa Crociere

Illegal immigrants

Government

Pope Francis

Silvio Berlusconi

Navy

Courts

Emergency services

Giorgio Napolitano

Society

Mafia

Francesco Schettino

negative

no clear tone

positive

Tone of coverage of protagonists

0 100 200 300 400

Italy in general

Italian economy

Accident victims

Refugees

Cities

Athletes

Provinces

Matteo Renzi

Costa Crociere

Illegal immigrants

Government

Pope Francis

Silvio Berlusconi

Navy

Courts

Emergency services

Giorgio Napolitano

Society

Mafia

Francesco Schettino

8

Newsmakers in international TV news, 4/2014-3/2015

Foreign news in international TV vs. RAI Uno

Perception change needs leaders and credible faces: Pope Francis has managed to overcome

the negative climate by combining strong content with an understanding of what media

need. Renzi is one year in power – but without letting the world know.

Basis: 271,488 reports about protagonists in foreign news in 19 international TV news shows, 7,232 reports in RAI Uno

Renzi without global foot print – in contrast to Francis

0 200 400 600 800 1000 1200 1400

RenziBerlusconi

Pope FrancisGrillo

NapolitanoAlfanoSalvini

PadoanObama, Michelle

MatarellaBoschiMerkelRomani

TotiPutin

DraghiCamussoHollandeBrunetta

Grasso

negative no clear tone positive

0 500 1000 1500 2000 2500 3000

ObamaPutin

MerkelPoroshenko

HollandeKerry

NetanjahuCameron

Pope FrancisSteinmeier

JunckerTsipras

ErdoganLavrovAssad

Al-MalikiXi Jinping

Ban Ki-moonYatsenyukVaroufakis

… Renzi


RAI Uno International TV

9

While Pope Francis understood that it needs at least once per quarter an event and topic of

global interest, Renzi didn’t manage to keep the European good will. Reputation

Management is to 80% nothing more than meeting (self-defined) expectations.

Basis: 1,833 reports about Pope Francis, 252 about Matteo Renzi in 19 international TV news shows

Both started as unknowns – but 2 different approaches

0

50

100

150

200

250

300

350

400

450

Pope Francis Matteo Renzi

Matteo Renzo and Pope Francis in international TV news, 1/2013-3/2015

Volume and tone of coverage

-100%

-80%

-60%

-40%

-20%

0%

20%

40%

60%

Pope Francis Matteo Renzi

Tone of coverage Visibility

10

Renzi managed to convince the media abroad in a similar way as at home once they cover

his foreign politics in general and his new approach towards Brussels. Other milestones have

been covered negatively. RAI Uno is further more questioning his personality.

Basis: 163 reports about Matteo Renzi in 19 international TV news shows, 1,173 reports in RAI Uno

Renzi convincing on EU and foreign affairs so far

0 50 100 150 200 250 300 350

Party politics

Domestic policy

Labor market

Personality

Economic policy

Foreign policy

EU

Justice

Education

Budget

Domestic security

International conflicts

Tax policy

Accidents

Competitiveness


0 5 10 15 20 25 30 35

EU

Domestic policy

Party politics

Economic policy

Accidents

Elections

Labor market

Budget

Foreign policy


International economy

Personality

Society

Minorities

Military

Sports

Taxes

Competitiveness



Matteo Renzo in international TV news, 4/2014-3/2015

Topic structure in foreign news in international TV vs. RAI Uno

11

Aside of a short irritation around his remarks on educating children Pope Francis remains

one of the few global voices being treated with deep respect by all media. His transparent

approach to values and walking his talk became a best practice case for perception change.

Basis: 705 reports about Pope Francis in 19 international TV news shows, 376 reports in RAI Uno

Pope Francis remains a global icon

0 50 100 150 200 250

Religion

Personality


Domestic security

Foreign policy

Women/families/LGBT

Social policy

Sports

Labor market

Justice

Accidents

War

Minorities

EU

Diseases


0 50 100 150 200 250 300

Religion

Foreign policy

Domestic security

Personality


Image/scandals

Values

Leadership

Women/families/LGBT

Accidents

War

Social policy

Sports

Minorities

Society



Pope Francis in international TV news, 4/2014-3/2015

Topic structure in foreign news in international TV vs. RAI Uno

12

Italy in international business media, 1-3/2015

Coverage of the economy: Topic structure / media comparison

The message to the corporate community around the world remains clear: Investing in Italy

is driven by risk. All signs of slow improvement fall on an unprepared ground of distrust

within the community of business elite media around the world.

Basis: 3,581 reports about the economy in international business media, 78 with reference to Italy

Business media present Italy ahead of EXPO as a lost case

0% 20% 40% 60% 80% 100%

Les Echos

Handelsblatt

FT

Wall Street Journal US


0 10 20 30 40 50 60

State of the economy

Budget

Labor market

Competitiveness

EURO

Markets

International economy

Economic policy


13

But once these journalists have to report on Pirelli, Fiat, Intesa or ENI the picture turns the

opposite. With all structural problems the Italian corporate sector manages to do what

corporate leaders have to do all around the world: fighting problems.

Once concrete, negativism fades in the same media

0 10 20 30

Pirelli

MPS

Unicredit

CNCC

Fiat

Intesa

Telecom Italia

Costa Crociere

ENI

Ferrero

Gucci Group

Finmeccanica

Mediobanca

Rosneft

UBS

Threadneedle

Cassa Depositi e Prestiti

Intesa Sanpaolo Assicura

Aviva

UBI Banca Group

Banca Carige

Number of reports

0% 20% 40% 60% 80% 100%

Pirelli

MPS

Unicredit

CNCC

Fiat

Intesa

Telecom Italia

Costa Crociere

ENI

Ferrero

Gucci Group

Finmeccanica

Mediobanca

Rosneft

UBS

Threadneedle

Cassa Depositi e Prestiti

Intesa Sanpaolo Assicura

Aviva

UBI Banca Group

Banca Carige

negativ

ohneeindeutigeWertungpositiv

Tone of coverage of companies

Italy in international business media, 1-3/2015

Business coverage: Volume and tone of reports about companies

Basis: 42,667 reports about companies in international business media, 290 with reference to Italy

14

Italy in international business media, 1/2012-3/2015

Analyst quotes: Timelines and financial assets addressed in analyst quotes

The trend is obvious: experts from Goldman Sachs, UBS, Deutsche Bank etc. once quoted in

the business elite media on how Italy is developing the message is clear: the country is seen

as region of hope, key problems adressed and reforms on their way.

Finance experts see progress for Renzi and corporate Italy

0

100

200

300

400

500

600

700

800


0 100 200 300 400 500 600

EconomyFiat

BanksTelecom Italia

MPSGenerali Ass

Stock marketSaipem

EnelIntesa SanpaoloLuxottica Group

UnicreditMediaset

Sovereign bondsFinmeccanica

Retail industryENO

Snam Rete GasMediobanca

Banco Popolare


4/2014-3/2015

Basis: 305,839 quoted analyst statements in 10 international business papers, 4,584 referring to Italy

15

Italy in international business media, 4/2014-3/2015

Analyst quotes: Topic structure and media comparison

Interest in the value of Italian assets has been rather limited in international business

papers. Interestingly, German Handelsblatt quoted relatively more positive analyst

statements than Italian Il Sole.

Basis: 53,385 quoted analyst statements in 10 international business papers, 2,166 referring to Italy

German Handelsblatt takes up positive analyst quotes

0 500 1000 1500 2000

Il sole 24 ore

Handelsblatt

Les Echos

Financial Times


Barron's


0 100 200 300 400 500 600

Rating

Business Strategy/M&A

Business results/Finances

Economy/Business Cycle

Share Prices

Trend

Expectations beaten

Labour Market/Policy

Policy

Management

Stocks/Stock Exchange

Inflation/Price Indicators

Monetary policy

Consumer Intentions

Energy prices

Rumours/Sentiments

Governmental Regulations

Client/Customer…

Bond Yields


16

After 2010 Italy‘s RAI Uno became nearly as negative on the domestic economy than TV news from

other countries. But after the appointment of Matteo Renzi to the office of Prime Minister, Italian

news turned positive again – contrary to the view from abroad.

Basis: 168,443 reports about the state of the economy in 20 international TV news shows

Only Italian TV sees the country in an upswing

Italy‘s economy in international TV news

Tone of coverage of the Italian economy: Comparison of domestic and international TV, 2007-2014

-100%

-80%

-60%

-40%

-20%

0%

20%

40%

60%

80%

100%

2007 2008 2009 2010 2011 2012 2013 2014

Domestic TV International TV

17

0%

10%

20%

30%

40%

50%

60%

negative positive

International awareness is not a given even for such big events as an EXPO. While Zaragoza

2008 did not figure prominently in international TV news and Yeosu did not achieve any

coverage, Shanghai achieved a significant positive media presence for China.

Basis: 1,171,353 news stories in 19 international TV news shows (*: no domestic coverage for Shanghai and Yeosu / Milano until April 14,2015

Positive potential needs to be activated

0

10

20

30

40

50

60

70

80

90

Domestic TV International TV

EXPOs in international TV news 2008-2015

Visibility and tone of coverage

Tone of coverage Visibility

18

EXPO Milano 2015 in international TV news, 12/2013-4/2015

Volume and tone of coverage: Timeline – media – top issues

The Milano EXPO has already overcome a severe phase of critical coverage with corruption

charges in 2014, that have even been noted in Swiss TV news. Over the last months

reporting has turned positive in domestic RAI news.

Basis: 143 reports about EXPO Milano 2015 in 19 international TV news shows

Corruption charges already affect image in foreign news

0 10 20 30 40 50

Exhibition

Scandals

Corruption

Court cases

Investigations

PR/Image

Culture

Security

Music


0

5

10

15

20

25

30

35

40


0% 50% 100%

RAI Uno

SRF

TF1

19 19

International TV news:

BBC 1 Ten o' Clock News, BBC 2 Newsnight, RAI 1 TGI (Italien), CBC The National, SF Tagesschau, TVE 1 Telediario-2

(Spanien), NBC Nightly News (USA), CBS Evening News (USA), FOX: Special Report w/ Bret Baier (USA), SABC 2

Afrikaans News (Südafrika), SABC 3 News @ 18h30 (Südafrika), E-TV News (Südafrika), SABC Zulu/Xhosa News

(Südafrika), SABC Sotho News (Südafrika), CCTV 1, VTV1

Analyst quotes:

Barron's, Expansión, Financial Mail, Financial Times, Forbes, Handelsblatt, Les Echos, Mint, The Economist,


Business papers:

Financial Times, Handelsblatt, Les Echos, Wall Street Journal

Media Set

20

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Country image italy 2012 2015 03