Access Bank tops July Media Visibility Index

Access Bank Ghana Limited has emerged the most visible bank in July 2017, a report by the Center for Media Analysis (CMA) has revealed.

Out of 27 banks' brand image analysed in the Ghanaian media, Access Bank Ghana recorded a total of 10 news stories, which generated 413 brand-related issues in 39 medium(s), making the bank the most visible bank in the Ghanaian media.

These were contained in the CMA's Monthly Banking Sector Media Visibility Competitive Index for July 2017.

The CMA's Monthly Banking Sector Media Visibility Competitive Index is a monthly media monitoring tool setup by the centre to track and measure the visibility of companies in the media and also analyse issues attached to company's mentions across the Ghanaian media to help them improve on their strategic communication and brand health in order to leverage competition within their sectors.

The report, which was released on Monday, revealed that from July 1-31, 2017, only 27 banks out of the 37 banks within the Ghanaian banking sector were mentioned in the media, with a total of 111 news stories and generated 4,455 issues.

On medium reach, a total of 45 medium reported banking news in the month of July, with print media recording 45% of the news.

The report further explained that the 2016 Bank of the Year Award Winner, Ecobank Ghana, came second to Access Bank in terms of media visibility in the sector, recording five stories and 37 medium reach.

Speaking in an interview, an analyst at CMA encouraged corporate organisations to adopt strategic communication and content analytic tools to be able to measure their brand health and image in the media.

According to her, being aware of one's brand visibility or health in the media helps companies to manage customer and brand penetration.

She, however, laments that most corporate institutions in the Ghanaian banking sector do not attach importance to effective media relations and strategic communications, which negatively affects their visibility in the media.

Other banks that appeared in the reports include GCB Bank, NIB Bank, UniBank, Zenith Banks, and GN Bank.