Obama wins over UK media

According to research commissioned by PRmoment, the recent state visit of president Barack Obama has had generated a considerable amount of coverage by online UK sources and on social media sites. US news has been somewhat less interested in the visit. In the UK, coverage was more positive than negative (26 per cent of positive stories compared with 18 per cent of negative stories) while in US media, 20 per cent of reports were good and 20 per cent were bad.

Supplied by Echo Sonar

Looking at the topics covered, many of the UK mentions discussed the moving forward of the visit to the UK due to impending travel issues. Another favourite story was when Obama was reported to have “gaffed” at Buckingham palace, by proposing a toast to the queen just as a brass band played the opening bars to God Save the Queen.

Supplied by Echo Sonar

US news media focused on the “special relationship” between the USA and the UK, while many of the US tech-related blogs are focusing on Obama's logistics and bomb-proof car.

The coverage of Obama on social media sites varied. For example, many on Twitter discussed the Stop the War campaign, whereas others simply reTweeted news sources updates. Many blogs led with the crucial conversations between David Cameron and Obama such as the situation in Afghanistan and Libya.

Discussing how Obama’s profile has changed since his election, Hugh McKinney, head of public affairs at PR firm Ruder Finn UK, says that the president had a few years of bad luck that seriously damaged his reputation: “When he exploded on the US presidential scene three years ago, Obama rode a tidal wave of popular acclaim in the US and Britain, but has since suffered from a series of unlucky coincidences and pursued unpopular policies with mixed results. No overarching theme for his presidency has emerged except controversy. Controversy over healthcare reform, the credit crunch, NASA, problems with GM, Chrysler, etc. As a consequence and following disastrous mid-term elections the Rainbow Alliance began to melt away.”

McKinney concludes that recently Obama’s luck has changed, following the coup of Osama bin Laden's death. He also got great coverage over his quip about searching for the “missing apostrophe” in his name when giving a speech in Dublin. These are helping Obama gain lost ground, and as McKinney says: “The real lesson is – look for something. If you find it great. If you don’t, then, like the hunt for the missing apostrophe, claim you had it all along. I don’t know if Obama will win the next election, but with the luck of the Irish on his side he has a fighting chance.”

Methodology

PRmoment asked Echo Sonar to analyse UK online media coverage of the State visit of US president Barack Obama. The research period was 17 to 24 May 2011 and metrics included daily trends and tonality.