As Financial Media Consumption Rises, U.S. Investors Want More Positive News of Business Recovery Plans
Survey Finds 60% of Respondents Want COVID-19 News to Have a More Positive Focus
46% Consuming More Financial News Since Start of Pandemic, 26% Consuming Less
NEW YORK, NY, May 5, 2020 – U.S. investors are consuming more financial news and are eager for more positive, forward-looking news related to COVID-19, and particularly want to learn about how businesses are planning to recover from the economic disruption of the pandemic. Those are among the key findings in a new survey conducted by the financial public relations firm Dukas Linden Public Relations (DLPR) in conjunction with YouGov.
The majority of survey respondents (56%) agreed or strongly agreed that they want to see and read more stories about businesses’ plans to recover from the pandemic, while just 13% disagreed. The demand for coverage about businesses’ recovery plans was measurably higher among investors (62%) than non-investors (49%).
In their quest for more information about the direction of the economy and business outlook, 46% said they are reading or watching more financial news now than they were before COVID-19, while 26% said they are consuming less.
Looking for Signs of Progress
Among all respondents, most (60%) said they wanted COVID-19 news to have a more positive focus, such as stories about how businesses are coping with lockdowns, or how communities are flattening the curve of the disease, with only 10% disagreeing.
The preference for more uplifting news is reflected in click-rates on digital media, with 34% of respondents more likely to click on a positive headline than a negative one. Only 7% say they would be more likely to click on a negative headline.
Overall, news consumers also want a break from the constant coverage of the pandemic; 48% said they strongly agree or somewhat agree with the statement that they want to see or read more non-COVID-19 related news, while 21% disagree.
Wanted: Stories of Business Recovery Plans
“As more states begin to relax stay-at-home restrictions and businesses across the U.S. weigh their options, investors are clearly hungry for actionable insights on the direction of the economy, financial markets and specific industry sectors,” said Richard Dukas, CEO of DLPR. “These investors are increasingly turning to financial news sources for information to guide their investment decisions.”
“Our advice to business leaders is that now is the time to begin communicating their companies’ post-COVID-19 strategic plans, so that investors, customers, employees, supply chain partners and other critical audiences know what to expect,” Mr. Dukas added.
DLPR found that most media coverage to-date has focused on aspects of the COVID-19 crisis other than business recovery — an understandable phenomenon given that state-by-state lockdowns are only now being eased. An analysis* of the front-page stories of selected national and financial news outlets revealed that coverage was most frequently centered on government policy (26.7% of the articles), medical-related issues (13.3%), or the impact on and responses of individuals (23.3%). The tone of the news stories was negative 50% of the time and positive in 27.4% of the stories analyzed.
The DLPR survey, covering 1,443 U.S. adults, including those who are and are not invested in stocks, bonds and other financial instruments, was conducted online on DLPR’s behalf by YouGov plc between April 28th and April 29th 2020.
*Subjective news analysis based on print edition front page news stories from the Wall Street Journal and New York Times during the time period of April 27th to May 1st, 2020.
About Dukas Linden Public Relations
Dukas Linden Public Relations (DLPR), founded in 2002, is a communications partner for leaders in finance, asset management, professional services, fintech and B2B technology. The firm is known for creating compelling narratives that expand its clients’ share of voice, enhance their brand value and—most important—engage key audiences in a global marketplace. The firm’s portfolio of integrated services includes: strategic messaging; broadcast, print and digital/social media; content creation; media and presentation coaching; crisis communications and reputation management, internal communications, and investor communications.
DLPR holds the #1 spot on the “PR Power List Financial Honor Roll of 2019” compiled by the (New York) Observer, is ranked #7 on O’Dwyer’s list of top financial PR firms, and is a contender for PRovoke’s “2020 Best Financial PR Agency of the Year.” The firm is a member of the Global Communications Alliance (GCA), a network of 16 independent communications agencies in 14 countries.