TLG Thought Leadership Index says radio 'most influential' medium

As UK businesses scramble to keep up with the demands of the internet, new research suggests a far older form of communications remains much more influential.

Most influential form of media: radio
Most influential form of media: radio

A poll of 1,000 opinion leaders found radio had more influence than any other media on corporate reputation. Television came second and print third, while online languished in fourth place.

The Thought Leadership ­Index 2009 was compiled by corporate and public affairs consultancy TLG. Polling company Populus spoke to 1,000 chief executives and other business leaders, permanent secretaries across Whitehall and leaders in media and the public sector.

The research suggests radio owes its primacy to the BBC ­Radio 4 Today programme, which was seen as having far more impact on a company's reputation than any other ­media title. BBC News at Ten and Channel 4 News were also considered highly influential.

Among print titles, the Fin­ancial Times (FT) was seen to have the most impact on a company's reputation, followed by The Times and The Daily Telegraph. Among online media, the BBC website was considered most influential, followed by the online operations of the FT and Bloomburg.

The index is now in its third year. TLG founder Malcolm Gooderham said: ‘This year, for the first time, we have surveyed the influence of different med­ia on brand reputation. Given the prevalence of new media companies being nominated as thought leaders, it may be surprising that the overwhelming winner in the med­ia category is old ­media, and almost 100 years old at that.'

However, Gooderham suggested radio's reach and appeal was enhanced by innovations such as the iPlayer.

The opinion leaders were also asked to rank organisations according to their ‘thought leadership' credentials. They ranked this year's top five thought leaders as ­Apple, Google, Microsoft, Amazon and GSK.

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