Ghanaian Banks Score High In Positive Media Sentiments Rating

A monthly media research conducted by the Centre for Media Research (CMA) has revealed that Ghanaian banks enjoy 79% positive image portrayal in the Ghanaian media.

The research which took into account three major media platforms (print, online and radio) from 1st-24th January concluded that the banking sector projected 79% positive image portrayal in the media. In the report, just 10% of media sentiments about banks in the country were deemed negative while 11% was neutral.

The scope of the analysis spanned across 113 media outlets spread across Ghana and encompassed 20 banks namely: ADB, Stanbic, HFC, Access Bank, Barclays, Ecobank, First Atlantic bank, Unibank, Sahel Sahara Bank, GCB, GTB, NIB, Bank of Baroda, Capital Bank, Data Bank, First Atlantic Bank, GN Bank, The Royal Bank, Societe Generale Bank, Standard Chartered Bank, UT Bank, GTB and GCB.

Corporate media sentiment refers to how well or otherwise banks are portrayed in the media. The media represents an incredible publicity tool and banks desirous of lofty heights on the corporate ladder can’t afford not to take advantage of the many opportunities it presents. How the media therefore projects a particular bank must be a chief source of concern to bank heads and stakeholders in the corporate world.

The competitive nature of the corporate world means that gaining positive and consistent coverage in the media can have tremendous impact on the marketability of products and services. With this in mind, CMA believes that corporate institutions must strive to be positively visible in the media as it represents the conduit through which it can relate with its most valuable asset-the client/target audience. Also, a positive media perception rating has the potential of kick-starting and sustaining investor relations for ambitious corporate institutions.

The Centre for Media Analysis (CMA) is a Ghanaian research firm committed to aggregating, compiling and interpreting data garnered from traditional and digital media content providers, through scientific means. The resultant analysis is packaged and presented to clients in a timely fashion to help corporate entities strategically structure their communication for better leverage and acceptance of their products and services by target audiences and potential investors.