Traditional media fail. Trump’s historical campaign!
According to all PR metrics, Trump was meant to fail on the Election Day. Hillary Clinton’s Ideal Article Index was showing a total advantage over Trump’s. Clinton’s IA, which takes into consideration level of media influence and positive nature of the media coverage, is 12K versus Trump’s 2.4K.
The biggest media were writing about Clinton a lot more and in a lot more positive manner too, which assuming quality of media coverage still to possess a huge value would normally mean that she is about to win this PR war.
In October, Trump was ahead of Clinton by the absolute figures – total amount of articles (1,4m versus 1,1m), total amount of citations (306k vs. 247k) and amount of Facebook likes (128.4m over 113,2m), however, he has lost dramatically by the quality parameters (343.1K of negative articles versus only 45.7K and PR Index of -205K vs. +6,1m).
Does it mean that Facebook likes have won?
Here’s top media and writers that generated most likes covering these elections in October:
These elections have shown us, that there is a global shift in paradigm of how the big media gets perceived by the wider audiences. Before, it was traditional media that formed the agenda and had a power to influence millions of people. Having bigger channels and newspapers supporting a person or an event was almost certainly leading to the generally positive attitude towards the subject. As both Brexit and Elections 2016 have shown to us, these days are over now.
People no longer see media as a solid block of information. Instead, they tend to use it very selectively and choose what to share, like and comment in their feeds. It diminishes the value of editorial policies as regardless of what is the bigger picture that they’re trying to build, it is going to be bits of information that are going to be taken out of the context and shared on social media by the audience. Social media users tend to see information posted by their friend as a much more trustworthy, honest, emotional and thus having a bigger value when compared to the publications in media.
It is now social media that forms the agenda and traditional media has no other choice but to react to that – we’ve seen it many times over these elections. This new reality that we’ve ended up in is still yet to get fully comprehended but it is already clear that it is going to change the way PR campaigns are getting analyzed dramatically.
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