Der Einfluss der Medien auf Unternehmensentscheidungen

Subjects who are portrayed in the media monitor the coverage extensively and attentively–and are influenced thereby. Does media coverage have an effect on companies’ decisions? Which decision areas are influenced by media coverage? How do PR professionals evaluate the media coverage on “their” corporation? How do they react over criticism in their media coverage? These are the core questions of a study based on a survey of PR managers of Germany’s largest companies. The results show that PR managers perceive an influence of media coverage on corporate decisions (in part marginal, in part substantial). Not only already published media reports, but also expected future media reactions seem to influence companies as (potential) protagonists. PR professionals attribute partly far-reaching consequences to companies’ decisions which were influenced by media coverage.