2. INTRODUCTION
There are many ways in which an organisation’s strength
of reputation with Government can be manifested.
The request to join a policy commission, the invitation to
Number 10, the placing of a Government photo opportunity
on your site. But, while many of these are either below
the radar or only endorse by allusion, for many the gold
standard remains a Minister choosing to highlight your
organisation in one of their o cial speeches.
Citing you in their speech is the most clear manifestation of a Minister linking
their reputation with yours and wanting to see the celebration of your e orts
rub o on them. It’s the Government saying that they believe you are key to
future of UK plc and you should be proud of that fact.
So which organisations have been most successful in achieving ministerial
recognition in the first year of Conservative-Liberal Democrat rule?
One year on from the formation of the Coalition Government, MHP
Communications has conducted an analysis of the organisations that have
been most frequently cited by ministers in their o cial speeches since taking
o ce. We have examined whether economic pressures and the di erent
priorities of the Conservative and Liberal Democrat partners in the Coalition
have led to any new trends in this most high powered form of name dropping.
There are some results you may expect, and some others that will no doubt
surprise you. But one year into the new era in British politics, this report
shows some signs of those organisations that are most on the mind of the
powers at the heart of Government.
I hope you find it interesting.
Sacha Deshmukh
CEO, MHP Communications
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3. CONTENT
Methodology…………………………………………………………………………………………………………4
Results………..………………………………………………………………………………………………………….5
Trends ..………………………………………………………………………………………………………………….7
Top mentions by sector.…………………………………………………………………………………….10
Media, Sport and Leisure………………………………………………………………………………………….11
Technology and Telecoms.……………………………………………………………………………………….12
Transport……………………………………………………………………………………………………………………..13
Financial Services and Investment..……………………………………………………………………….14
Charities and Social Organisations…………………………………………………………………………15
Education……………………………………………………………………………………………….....………………..16
Engineering and Industrials……………………………………………………………………………………..17
Consumer Goods and Retail……………………………………………………………………………………17
Energy, Utilities and Natural Resources…………………………………………………………….….18
Health……………………………………………………………………………………………………………………….….19
Professional Services and Outsourcing…………………………………………………………………20
Property and Construction………………………………………………………………………………………20
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4. METHODOLOGY
This piece of research looks at which organisations ministers reference
most in their ministerial set piece speeches – whether they are companies,
trade associations, QUANGOs, local authorities, charities or educational
establishments. The research analyses departmental speeches made
between May 2010 and April 2011.
Sources: All ministerial speeches published on departmental websites
between May 2010 and April 2011 (this does not include speeches in
Parliament or speeches where the text is not released).
Method of analysis: Quantitative. The research quantifies how many
references there were of organisations including; companies, trade
associations, QUANGOs, local authorities, hospitals, charities and
educational establishments.
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5. RESULTS
Technology and telecoms companies - such as BT, Facebook, Google and
Apple – dominate the top ten most frequently mentioned private sector
organisations in departmental speeches. BT attracted the largest single
number of references in ministerial speeches, with 19 separate references to
the company in the past year.
20
18
16
14
12
10
8
6
4
2
0
Virgin
Deutsche Bank
Tata
University of Abertay
GlaxoSmithKline
University of Cambridge
BP
Standard Chartered
Sainsbury's
Siemens
British Film Institute
Barclays
BBC
HSBC
BT
Rolls Royce
Google
Apple
Relate
Vodafone
Airbus
John Lewis / Waitrose
Facebook
University of Oxford
Imperial College London
Tesco
BAE Systems
Twitter
Jaguar Land-Rover
Lloyds Bank
NESTA
Network Rail
Marks and Spencer
Intel
Boeing
IBM
JCB
Arts Council
Nissan
University College London
Crossrail
Toyota
Open University
Sky
CBI
An important trend to note is that the vast majority of the mentions in
ministerial speeches are either positive or simply factual. Ministers very
rarely use set piece speeches to criticise organisations, but instead use
speeches to showcase successful businesses, and see name drops as a vital
way of endorsing government schemes or projects.
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6. For example, the vast majority of mentions of BT – the most frequently
mentioned organisation in the research – were very positive. Ministers praised
the company for investment in broadband and spotting opportunities to
grow their market abroad, and also made a number of positive comments
about the company’s CSR credentials.
BT’s apprenticeship programme and flexible working policies were singled
out as best practice examples by ministers looking to encourage other
businesses to do more in these areas. The only negative association for BT
was by Culture Minister Ed Vaizey MP during a speech on e-privacy, when he
mentioned concerns in 2009 that a company was working with BT to track
behaviour on the internet in order to target advertising more effectively.
The most highly referenced public sector organisation was the BBC. Despite
controversy in the media about the Government’s view of the BBC, in set
piece speeches the references are exceedingly positive. Ministers from a
number of departments praised the quality of BBC’s programming, the
organisation’s role in promoting the British film industry, and highlighted
the strategic importance of the BBC World Service as part of the UK’s
foreign policy.
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7. TRENDS
Of course many companies will not want to be mentioned by ministers,
and therefore drawing the conclusion that organisations that are mentioned
most frequently are rated most highly by ministers would be rather crude.
However, the results do highlight some interesting trends for organisations
that do seek public recognition by ministers for their work.
1) Major UK investors and global brands continue to dominate
It is clear from this research that ministers continue to use speeches as
a way of highlighting successful businesses in the UK. Companies that
are traditionally regarded as ‘British’ brands, but that have a growing
global presence – such as BT and Tesco – tend to get singled out most
regularly. However non-British global brands that have invested in the UK
and are responsible for employment are also regularly cited. Japanese car
manufacturer Nissan, in particular, has seen a number of positive mentions
from transport and business ministers for its decision to manufacture
the Nissan Leaf in Sunderland. Highlighting these global brands helps to
reinforce the image of the UK as a leading centre for global business at a
time when inward investment is crucial.
2) Manufacturing and technology based businesses are viewed as key
areas of growth by ministers
Looking at the types of businesses that ministers are mentioning, it is clear
that ministers see manufacturing and technology as key areas of growth
for the economy. Industrial and manufacturing companies such as BAE
Systems and Rolls Royce are often highlighted for their contribution to UK
plc and their innovative approaches to research and development.
Technology is cited as a growth area for the economy, and the creation of
a ‘Tech City’ in East London – which has been delivered with the support of
companies including Google, Facebook, Cisco and Intel – has led to positive
mentions for the companies involved.
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8. 3) Media, sport and leisure related organisations are mentioned most
frequently, followed closely by technology and telecoms companies
Organisations that operate in the media, sport and leisure sectors have
attracted the greatest number of mentions. However, unlike most other
sectors, the ministerial mentions are largely in relation to the work of public
sector or Lottery funded bodies. The BBC, Arts Council, NESTA and British
Film Institute, as well as the various sports governing bodies, attract far
more mentions than the businesses operating in this area.
When looking purely at mentions of businesses, technology and telecoms
companies are undoubtedly the most frequently mentioned overall.
Microsoft, Google, Apple and Intel are mentioned regularly, as are telecoms
companies such as BT, Vodafone and Virgin.
4) Social networking sites are constantly name dropped
A new trend in ministerial speeches is regular name dropping of social media
businesses and sites – predominately Facebook and Twitter. Foreign Office
ministers have highlighted the role that these sites have played in toppling
authoritarian governments and opening up the media, and ministers across
departments have highlighted how public services need to keep up with the
changing ways in which we communicate. However, in addition to talking
about the businesses themselves and what they do, these company names
are also used as by-words to allude to the views of the younger members of
society. The ‘Facebook generation’ is the new political demographic that all
parties are trying to win over.
5) The most overtly positive mentions often relate to corporate
responsibility and investment in skills
For companies that do not fall under the manufacturing, technology or
telecoms sectors, it appears that the best way to get a positive mention by
ministers is to invest in (and talk about) your CSR credentials. Companies
with a strong track record in training staff, ‘greening’ their supply chains or
developing transformative (and often highly branded) CSR programmes,
such as Marks and Spencer’s ‘Plan A’, have received some of the most
overtly positive mentions of the past year.
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9. In fact, many big companies are only referenced because of their
sustainability credentials, and not due to their wider contribution to UK plc.
Aviva, Unilever, Nike, Nintendo, British Gas, GE, McDonalds and Rio Tinto are
all only mentioned in terms of their CSR programmes.
Companies that have invested in green technologies or research – particularly
in the areas of transport and energy – are also regularly praised, and this is
an area where many SMEs and start ups are referenced by ministers. Liberal
Democrat Transport Minister Norman Baker MP is particularly keen on name
dropping, with car firms investing in hybrid and electric technology - such
as Nissan and Toyota - amongst his favourites.
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10. TOP MENTIONS BY SECTOR
When broken down by sector, organisations operating in the media, sport
and leisure arena attached the largest overall number of mentions. A large
proportion of these mentions related to public sector or Lottery funded
bodies such as the BBC, Arts Council or British Film Institute, unlike many
other sectors where companies tend to attract the largest number of
references (presumably so that ministers can show that they are in touch
with the needs of business in a particular sector).
Private sector companies are mentioned most frequently when they are
involved in the technology and telecoms, transport, financial services and
energy and utilities sectors. Large retailers with well known consumer facing
brands - such as Tesco, Marks and Spencer, John Lewis and Sainsbury’s – are
also mentioned frequently.
18 12 12
18 Media, Sport and Leisure
20 150
25 Technology and Telecoms
26 Transport
Financial Services and Investment
32
Charities and Social Organisations
Education
59
Engineering and Industrials
140 Consumer Goods and Retail
Energy, Utilities and Natural Resources
70 Health
Trade or Professional Associations
Local Authorities
Other Public Sector
74
95 Professional Services and Outsourcing
Property and Construction
77 Other
92
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11. Media, Sport and Leisure
With 150 individual references, organisations in the media, sport and leisure
sector have attracted the greatest number of mentions. However, unlike
most other sectors, the ministerial mentions are largely in relation to the
work of public sector or Lottery funded bodies. Over a tenth of mentions
in this sector also relate to the BBC, with most other organisations only
attracting two or three mentions each.
BBC 17
NESTA 6
Arts Council 5
British Film Institute 5
Sky 4
British Museum 3
Channel 4 3
ITV 3
Royal Opera House 3
Tate Gallery 3
Channel M 2
England and Wales Cricket Board 2
English National Opera 2
Film London 2
Football Association 2
Lawn Tennis Association 2
London Organising Committee for the Olympic Games (LOCOG) 2
Olympic Park Legacy Company 2
Pinewood Studios 2
Rugby Football League 2
Rugby Football Union 2
The Guardian 2
Victoria and Albert Museum 2
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12. Technology and Telecoms
The Government has invested heavily in initiatives designed to boost
the technology sector, and the high number of mentions for businesses
operating in this area shows how important the Government believes this
sector will be for economic growth.
The big players in the market – such as BT, Facebook, Google and Apple –
get the most mentions in this sector but it is not only the big brands that
are getting singled out by ministers. Surrey Satellite Technology Ltd was
referred to as the world’s leading maker of small satellites by BIS ministers,
and the growth of software company the Autonomy Corporation has been
hailed as an example of the potential in the market by Prime Minister David
Cameron.
BT 19
Facebook 13
Google 11
Apple 10
Virgin/Virgin Media 8
IBM 7
Twitter 6
Vodafone 6
Intel 4
Astrium 3
Mircrosoft 3
Automony Corporation 2
Cable & Wireless 2
Cisco 2
Hewlett Packard 2
Infosys 2
Safari Telecom 2
Skype 2
Surrey Satellite Technology 2
Youtube 2
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13. Transport
Rolls-Royce achieves more than double the number of mentions of its
nearest competitors, and this is only partly down to the fact that the
company is involved in both the production of cars and aeroplane engines.
Rolls-Royce’s apprenticeship and graduate programmes have also attracted
the attention of ministers, and the company is also regularly cited as an
example of British engineering excellence.
In rail, the Government’s flagship programme, Crossrail, is mentioned
frequently as an example of the Government’s commitment to investment in
UK infrastructure. Network Rail is also mentioned frequently. The mentions
largely relate to improvements in punctuality and reliability, and actual or
potential changes to the organisation’s funding and governance.
Rolls Royce 13
Airbus 6
Jaguar Land-Rover 6
Network Rail 6
Nissan 5
Boeing 4
Crossrail 4
Toyota 4
Deutsche Bahn 3
London Underground 3
AA 2
China Eastern Airlines 2
Eurostar 2
Lotus 2
Smith Electric Vehicles 2
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14. Financial Services and Investment
Despite the perception most high street banks are constantly being
barracked by ministers, in fact many large banks have been cited as best
practice examples of corporate social responsibility. HSBC in particular has
been successful in getting ministerial endorsement for its Climate Change
Fund, staff volunteering projects and the work it has done with NGOs and
other businesses on sustainable forestry. The company’s global reach and
success in Asia has also led to a number of mentions.
HSBC 11
Barclays 9
Standard Chartered 8
Lloyds Bank 6
Deutsche Bank 4
BNP Paribas 3
Co-operative 3
JP Morgan 3
Santander 3
It is worth noting, however, that many of the names mentioned above did
benefit from double-counting, having been mentioned in two strikingly
similar speeches by Treasury ministers Mark Hoban MP and Lord Sassoon:
“Geography might suggest that Britain is an island, but in terms
of financial services we are inseparably connected to all nations –
including India. If you walk down a high street in the UK you can
as easily walk into your local branch of a foreign owned bank as
you can to walk into Lloyds or RBS. In the City, Deutsche Bank,
BNP Paribas and JP Morgan jostle for business alongside Barclays
Capital, Rothschilds, Standard Chartered and HSBC.”
Lord Sassoon, Commercial Secretary to the Treasury, 7 September 2010
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15. “Whilst geography might tell us that Britain is an island, in terms of
financial services we are inseparably joined to world markets, not least
to European markets. The UK has extensive experience of the benefits
that opening up domestic markets to competition can bring. If you
walk down a high street in Britain you are as likely to walk into your
local branch of Santander as you are to walk into Lloyd’s or Barclays. In
the City, Deutsche Bank and BNP Paribas jostle for business alongside
Barclays Capital, Citi, Nomura, JP Morgan and HSBC.”
Mark Hoban MP, Financial Secretary to the Treasury, 2 June 2010
Charities and Social Organisations
The Government’s commitment to the concept of the ‘Big Society’ has
meant that charities and social enterprises have attracted large numbers
of mentions in ministerial speeches in the past year, although interestingly
the vast majority of charities only get mentioned on one occasion. The
exception is Relate, the national charity that offers family, relationship and
sexual counselling services, although admittedly seven out of eight of the
mentions all occurred in one speech. In December 2010 the Prime Minister,
David Cameron MP, gave a speech on families and relationships to an event
hosted by relate in Leeds, during which he praised the work the charity has
done with children and families.
Relate 8
Royal British Legion 3
RSPB 3
Whizzkids 2
Fairtrade 2
X Prize Foundation 2
Help for Heroes 2
First Step Trust 2
Bill & Melinda Gates Foundation 2
Marie Curie Cancer Care 2
Clinton Foundation 2
15
16. Education
Universities dominate the mentions by organisations operating in the
education sector, and unsurprisingly Oxbridge and Russell Group universities
attract the most attention. Although most mentions are positive, Oxford
and Cambridge did attract some criticism from the Prime Minister for the
number of students they admit from Eton and Westminster schools, and the
low numbers of entrants from ethnic minorities.
Many of the mentions relate to research and development being undertaken
by the various universities. The University of Abertay’s centre of excellence
for the video games industry has attracted significant attention from
ministers in BIS, DCMS and the Scotland Office.
University of Oxford 9
Imperial College London 7
University College London 4
University of Abertay 4
University of Cambridge 4
Open University 4
Student Loans Company 3
John Hopkins Bloomberg School of Public Health 2
Skillset 2
University of Leicester 2
University of Manchester 2
University of Sheffield 2
Birkbeck College 2
De Montford University 2
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17. Engineering and Industrials
Engineering companies involved in defence continue to attract significant
interest from ministers, particularly in relation to research and development
of new equipment. Despite controversy a few years ago over the purchase
of Jaguar Land Rover by Indian steel company Tata, and the almost
immediate request for a government loan, Tata is now regularly cited as a
positive business example.
Business Secretary Vince Cable MP, Chancellor George Osborne MP and
Welsh Secretary Cheryl Gillan MP have all spoken about recent visits to
Tata plants in ministerial speeches, and have welcomed the fact that the
company is now the largest manufacturing employer in the UK.
Tata 8
BAE Systems 6
JCB 5
Hindustan Aeronautics Ltd 3
Mott McDonald 3
Consumer Goods and Retail
In the battle of the supermarkets, Tesco’s international expansion in recent
years has meant that it is a preferred ministerial case study for the potential
for British business around the world. When it comes to positive CSR
mentions however, Sainsbury’s and Marks and Spencer undoubtedly win the
battle. Interestingly all of the mentions of John Lewis have been made by
Health Secretary Andrew Lansley MP as an example of the productivity and
morale benefits associated with employee ownership.
17
18. Tesco 6
John Lewis / Waitrose 5
Marks & Spencer 5
Sainsbury’s 5
Diageo 3
eBay 3
Unilever 3
Morrisons 2
Procter and Gamble 2
Energy, Utilities and Natural Resources
Despite the controversy over the company’s role in the Gulf oil spill in
2010, ministers have still found opportunities to highlight the investment
successes of BP, particularly in the Middle East and Asia. Surprisingly
energy companies are rarely mentioned in ministerial set piece speeches,
despite the fact that energy issues are a recurring topic. EDF Energy is the
only one of the major energy utilities that is acknowledged more than once,
with mentions covering the company’s plans for investment in new nuclear
and its CSR programmes.
BP 4
Shell 3
EDF Energy 3
Siemens 2
Ofgem 2
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19. Health
Health represents a significant section of the economy and touches upon
a number of Whitehall departments, including Business, Innovation and
Skills, Education, the Treasury and of course Health. Most mentions tend
to focus on charities (see the Charities and Social Organisations section),
representatives or hospitals. For the latter, the NHS reforms will make
such profile increasingly important as they seek to compete for attention
and business, although in the case of Mid Staffs, the hospital may be keen
to receive rather less attention. References to commercial suppliers of
healthcare or healthy products are relatively sparse and –predictably – are
dominated by pharmaceutical companies with large UK operations (who
therefore employ significant numbers of people and are major investors in
the economy).
GlaxoSmithKline 5
Astra Zeneca 3
Mid Staffs / Stafford Hospitals 3
Pfizer 2
NHS Confederation 2
Queen Elizabeth II Hospital 2
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20. Professional Services and Outsourcing
Despite the public service reform agenda and the increased focus on
outsourcing, professional services and outsourcing companies only attracted
a small number of ministerial mentions last year. Only two companies –
McKinsey and Co and Wipro – managed more than one mention. Both of
Wipro’s mentions were made during trips to India by Business Secretary
Vince Cable MP and Prime Minister David Cameron MP, whereas McKinsey
and Co’s investment in technology start ups and the ‘Tech City’ in East
London attracted some attention from ministers.
Property and Construction
Although many of the big players in property and construction – such as
Balfour Beatty, Laing O’Rourke and Taylor Woodrow – were mentioned in
ministerial speeches last year, only one was mentioned more than once;
Carillion. Interestingly most of the mentions of property and construction
companies related to investment in areas such as the Middle East, rather
than topical mentions on issues such as skills, infrastructure or investment
in the housing sector.
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21. For more information on the research behind this report, or
to discuss any of the findings, please contact Fiona Holroyde,
Managing Director Public Affairs, MHP Communications.
Fiona.Holroyde@mhpc.com
0203 128 8100
www.mhpc.com
