Out in the market, there's always dissonance. The important questions are these: how much, where, and precisely why?

Fullrun analyses media coverage -- and then compares the results of this analysis with "official" messaging and business reality.

Negative media coverage -- and customer sentiment -- can flow from several different root causes:

Historical perceptions.

Poor existing communication.

Weak understanding of the market.

Ideological beliefs that suppress pragmatism.

Dominant mindshare owned elsewhere.

. . . and that's just for starters.

In our view, analyzing media perceptions only makes sense if you've done the groundwork on corporate reality and official positioning.

Without this preparation, we believe that there's a significant risk of mis-interpreting media coverage.


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