Survey: Safaricom, KCB get most media coverage


Published on 05/02/2009

By Macharia Kamau

Telecommunications companies, beverage firms and banks received the most media coverage last year, a new Steadman survey has revealed.

Mobile phone operator Safaricom was ranked the highest company with 113 points while its rivals Zain and Telkom were ranked fourth and seventh with 67.9 and 42.5 points respectively.The Media Publicity Index (MPI), released yesterday, showed that Safaricom is ahead of competition as its publicity campaigns reached over 50 per cent more audiences than any other company ranked top ten in the MPI.

Kenya Commercial Bank and East African Breweries took the second and third positions in the debut Index, which was undertaken by Steadman Group in partnership with the Public relations society of Kenya a period of four years to develop.Safaricom had a total of 4,898 articles on print and broadcast media, almost twice as much as KCB’s 2,889.

“MPI is a single figure that indicates the size, quality and extent of a company’s publicity over time. It measures editorial or news content and goes further than the advertising value equivalent (AVE) that has been used in the past to quantify a company’s publicity,” said Mr Joe Otin the Director of Steadman’s Media Monitoring Division.

Otin said MPI is a more inclusive tool as other than the AVE, it also factors in editorial content in media, where the article’s frequency and length, tone of coverage, media reach and the prominence the story is given by the media are considered.

Coca Cola and Equity Bank took the fifth and sixth positions while Kenya Power and Lighting Company, Kenya Airways and Unilever closed the list of the top ten companies covered by the media last year.

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