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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).
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 a presentation summarizing the key findings and implications, the questionnaires for each audience, the methodology, the announcement of results, and the Ketchum leaders to contact for more information.
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