A survey looking into the perception of various media and communications outlets has found a correlation between value and reputation. The International Media Image Survey, undertaken by BSB Media and The Vision Network polled marketing directors, media managers and others in the communications industry to determine the reputations of individual businesses.

Most media respondents denoted that the three most important criteria when picking an agency were strategic planning, creativity and the people. Previous experience and recommendations are the most preferred methods of determining a pitch list.

Will Nicholson, founding director at The Vision Network, says, “It’s difficult for media owners to gain a real understanding of how they are perceived in the industry. I-MIS provides in-depth insight into this.”

Survey partner, the International Advertising Association’s UK executive director Angus Grieve adds, “The IAA embraces the changing face of the industry and I-MIS provides valuable insight for us.”

The survey then looked into the different attributes media outlets possess and how they stack up when compared with other companies. The various companies were split into three groups: television, print and digital. In the TV category, respondents were most apt to work with BBC World, Euronews and FOX One Stop Media. In the print category, the Financial Times outdistanced all other outlets by at least 5%. Google got the nod in the digital category, with 15% of respondents enjoying working with the digital giant.

When choosing an agency, respondents reflected a desire for strategic creativity and peer recognition.