Media Myths & Realities: A Public of One

Short Description

In 2007, for the second year in a row, Ketchum’s Global Media Network and Global Research Network partnered with the University of Southern California’s Annenberg Strategic Public Relations Center on a global survey. Media Myths & Realities: A Public of One evaluated media consumption habits among 1,500 consumers, communications professionals and influencers in the U.S. and 500 consumers and influencers in each of the emerging economies of Brazil, Russia, India and China (BRIC).

Full Story

Among the important implications for public relations, the survey found that communications professionals need to vigorously reassess their communication priorities and focus on speaking to individuals – not just broadcasting to the masses – when getting their messages across to today’s new “public of one.”

Below is more information on the survey, including the news release announcing the results; a presentation summarizing the key findings and implications; a special issue of Ketchum's online magazine, Perspectives, featuring articles and interviews with media and marketing professionals who share insights on the survey data; the questionnaires for each audience; the methodology; and the Ketchum leaders to contact for more information.