The way communicators dispense information is out of sync with the way consumers use media, according to Media, Myths & Realities, a comprehensive survey of media usage among consumers and communications professionals conducted by global public relations firm Ketchum and the USC Annenberg Strategic Public Relations Center.

Advice from family and friends is the No. 1 source consumers turn to when making a variety of decisions — from purchasing consumer electronics to planning a vacation — and advice from an expert rates highest when making medical decisions and purchases based on a product's environmental impact. Despite the strong evidence that friends, family and experts play a key role in influencing decisions, only 24 percent of communicators report having a word-of-mouth program in place. 

In its second year, the Media Myths & Realities survey examines the use of more than 40 media channels, ranging from newspapers to social networking sites. This year's survey was expanded to include the fast-growing BRIC countries — Brazil, Russia, India and China.

"This year's survey deflated a major myth that the 2006 survey didn't explore: the notion that emerging markets are less media-savvy than the U.S.," said director of PR Studies Jerry Swerling (pictured, left), who is founder and director of the USC Annenberg Strategic Public Relations Center. "Consumers in the BRIC countries are tech-savvy, they are accessing more mobile media and they deem media outlets to be more credible than do their U.S. counterparts. As more corporations operate globally, communicators must be aware of these differences."

The theme "public of one" emerged from this year's findings to represent the way communicators should view today's consumer audience. With digital media giving rise to increasing media choice, fragmentation and personal empowerment, the term "mass market" is being outmoded. As a result, it is imperative that communicators view their audience as distinct groupings of individuals.

"This year's findings magnify the point of last year's benchmark survey, which showed that communications professionals need to vigorously reassess their communication priorities to meet consumers' needs in this multimedia channel world," said Nicholas Scibetta, Ketchum senior vice president and global director, Global Media Network. "The survey results also show that today, more than ever, each consumer can search out the specific information he or she is seeking while tuning out the media sources that aren't personally relevant or meaningful," Scibetta added. "Communicators must focus on speaking to individuals, not just broadcasting to the masses, when getting their messages across to this new 'public of one.'"

The USC Annenberg Strategic Public Relations Center (SPRC) plays a major role in the continuing evolution, professionalization and expansion of the public relations discipline. A unit of the USC Annenberg School for Communication and Journalism's Public Relations Studies Program, the Center's mission is to advance the study, practice and value of public relations by conducting applied research in partnership with leading industry groups.

More