Communications Media in Context: The primacy of word of mouth from Ketchum Public Relations

The Annenberg News highlights the “Mass Media Myths Realities” report by Ketchum:

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.

The Annenberg News continues:

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.

Thoughts?

Nathan Ketsdever New Media, Business Blog, and Ethical Search Engine Marketing Consultant