What's the best way to reach your audience? With all the hype about new media, it's easy to lose perspective of the role traditional media continue to play.
Public relations firm Ketchum recently partnered with the University of Southern California's Annenberg Strategic Public Relations Center to examine how organizations are communicating and what consumers are actually paying attention to. Here are six myths the study explores:
- Traditional media are dead.
- Only blogs are relevant.
- Social networking sites are just for kids.
- Young adults don't read newspapers.
- Word of mouth cannot be managed.
- The company Web site is the best way to communicate.
Also included in the study are eight trends in media usage. To listen to Jerry Swerling, Director of the USC Annenberg Strategic Public Relations Center discuss the survey with Julia Hood, Editor-in-Chief of PRWeek, click here. To request more information about the survey, contact David Rockland, Ketchum's global director of research.
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