Study: Australian brands failing to communicate key messages

A Burson-Marsteller study has found that there is a large gap between what Australian organisations want to communicate, and the messages are actually coming through in the media.

The study also found that Australian firms are worse in this regard than their foreign counterparts.

Ironically, the research breaks after NAB won the PR grand prix at Cannes yesterday.

There is a 48% message “gap” between the company and media messages of foreign firms, much lower than the disconnect for Australian companies – which was 74%.