The way communications professionals disseminate information is out of sync with the way consumers use media, according to a recent survey.

Global public relations firm Ketchum and the University of Southern California Annenberg Strategic Public Relations Center conducted the survey last year. Entitled "Media: Myths and Realities 2007", the survey looked at the gaps in media use between communicators and the public in the US and developing markets China, Brazil, Russia and India.

It compared the media habits of 1,229 adult Americans and 500 communications industry professionals. In the developing markets, the survey covered 300 consumers and 200 media professionals in China, Brazil, Russia and India.

In China, family and friends followed by communications workers are the top sources for advice when consumers make decisions ranging from consumer electronics purchases to planning a vacation.

The survey found 48 percent of respondents depend on family and friends when they make consumer decisions, while 47 percent turn to the media.

Despite the evidence that social groups play a key role in influencing decisions, only 24 percent of communications professionals surveyed had a word-of-mouth program in place.

Respondents also differed on company website use, with 68 percent of communications professionals saying their company websites are the most effective way to share corporate news or issue a crisis response. But in China, only 24 percent of the public said they would turn to a company website for news or a crisis response.

The survey also found a shift in the digital age. With increasing media choice, fragmentation and personal empowerment, the term "mass market" is becoming outdated, the survey said. As a result, it's imperative that communicators see their audience as distinct groups of individuals, it said.

"The gap between how consumers prefer to receive information from companies and how it is delivered shows that communications professionals need to reassess their priorities to meet consumer needs in today's multimedia world," Chris Liu, partner and executive vice-president of Ketchum, Greater China, said.

"The survey results also show that today, more than ever, every individual can filter out the media outlets that are not personally relevant or meaningful in the search for information.

"Communicators must focus on speaking to individuals, not just broadcasting to the masses, when getting their messages across to the public incorporating both traditional and new media platforms."

Consumers in developing countries are tech savvy, access more mobile media and deem media outlets to be more credible than their US counterparts, the survey found.

Use of new media, such as videocasts and blogs, in emerging markets is growing rapidly, especially in China. For instance, in China, 41 percent of those surveyed use blogs, compared to 19 percent in the US, 43 percent in Brazil, 32 percent in Russia and 30 percent in India. Overall media consumption in the four emerging markets is higher than in the US.

The survey also found that use of personalized media is on the rise through the evolution of digital devices and the Internet. Search engines have become a highly influential gateway for consumers and are the top choice of all media channels used in China, with over 60 percent of Chinese consumers using them to look for information, solutions and trusted resources.

The survey found that the trend toward more personalized media, including blogs, podcasts and RSS feeds, is stronger in the developing countries than in the US.

It also offered some insight for communications professionals.

Rather than rely on the reputation of a media outlet to carry messages, it said, communicators should relate to the public by creating content that is relevant, authentic and engaging and motivate consumers to share information with like-minded people.

Communications professionals can help provide context, rather than merely content, to give consumers the knowledge they need to help them make informed decisions, the survey said.

Word-of-mouth and search engine optimization strategies should be put in place or communications professionals could miss out on potential audience reach and sales, it said.

While most consumers surveyed said they turn to family and friends for advice when making decisions, search engines topped the list of all media channels in terms of overall use in emerging markets.

Media professionals should avoid fads, but ensure they're on top of the latest research so they do not become reliant on a sole communication technique, the survey found.

For example, 13 percent of the 18-24 age group use podcasts, but for other ages that figure was in the single digits.

The survey also found that corporate websites should not be the primary means of communication with stakeholders. While websites give corporate communicators a high degree of control over content, the survey found consumers often turn elsewhere for information.

(China Daily 03/21/2008 page15)