Solidifying brand reputation for a leading news organisation
Driving regional leadership of the South China Morning Post via brand communications.
Challenge
The media sector faces intense competition as numerous titles vie for audience attention, each striving to stand out and become the preferred news source. Breaking through the noise is difficult, with readers overwhelmed by choices and platforms battling for engagement. News outlets must continuously innovate as passive consumption shifts toward active audience demand for trusted, distinctive reporting.
Approach
Developed a PR programme to bring media attention to SCMP’s flagship events and enhance brand visibility. Created a monthly analysis programme to track and benchmark SCMP’s citations by top-tier outlets, demonstrating SCMP’s growing influence among internal and external stakeholders. Implemented real-time news monitoring to safeguard reputation, while identifying emerging opportunities, and provided insights on crisis communication approach.
Outcomes
- Achieved an average of +10 media attendance at each of SCMP’s flagship events which resulted in on-message, positive coverage in top-tier outlets, elevating the brand’s authority and expanding its audience reach.
- Delivered real-time crisis monitoring which mitigated reputational risks while enabling swift, data-driven responses to any issues.
- Successfully reinforced SCMP’s position as a trusted news source.
