How to Keep Corporate Messages From Getting Lost in Translation

A new Burson-Marsteller study says there’s something big missing between the messages companies send and what the media delivers about them. A look at 158 corporate messages from 16 companies from the Financial Times Global 100 across the U.S., Europe, Latin America and Asia Pacific yielded a 48 percent “gap,” with a higher percentage of miss (69 percent) between corporate message and bloggers, who are more likely to weigh in. The study showed all four regions experiencing missed messaging, with an emphasis on Latin America and Asia Pacific.