Public Relations’ Role in Banking
We’ve looked at the top 10 largest commercial US banks according to Federal Reserve Statistical Release as of September 30th, 2016. We’ve analyzed how many articles have been written about these banks over the last two months and evaluated their PR efforts.
With the top 3 banks the metrics seem quite logical, but then the picture changes. Notice how the numbers for US Bank, PNC Bank and TD Bank drop drastically compared to the top 3 banks. And State Street Bank and Trust Company being in the 10th position has a significantly higher number of articles published than all those banks which were ranked higher, having more ideal articles than most of them as well. In simple terms, the Ideal article means that the story was published in the most popular media outlet, the brand was the main topic of the article and it had a positive sentiment.
So, these stats raise a question, should you assume that if you are a large corporation therefore media would just write about you by default, or should you actually make more efforts to measure your PR success and see what works for your company and what doesn’t?