Indianapolis Presentation (What a Great Town)

December 14, 2006 at 5:30 pm 3 comments

Pretty Open Air TheaterYesterday I was the speaker for the PRSA chapter in Indianapolis (Hoosier Chapter). I had a very quick trip, but maximized every second. I felt completely safe and welcome in Indianapolis the entire time, and there is much to do.

I was at the Hoosier PRSA chapter to present information on how social marketing can interact with public relations and tried to teach three things:

  1. How to Listen
  2. How to Participate
  3. How to Partner and form Symbiotic Relationships.

Here are the slides from my talk:

A highlight of my less than 24 hour stay was my jog around the “Canal Walk” and my visit to the NCAA Hall of Champions and the Eiteljorg American Indian Museum.

Entry filed under: Uncategorized.

Caught Vs Taught The Effect of a Print Ad about Newspaper on the Web

3 Comments Add your own

  • 1. Rachel  |  December 14, 2006 at 7:22 pm

    Thanks for a great presentation – my notes were pretty scribbly so the slides are much appreciated. Glad you enjoyed your stay – we ordered up extra warm December weather just for you – or maybe you’d rather seen snow!

  • 2. Chris Brooks, APR  |  December 15, 2006 at 7:23 pm

    Very much enjoyed your presentation. What follows is an interesting counterpoint, though, fyi. Would like your reaction!
    Traditional Media Far from Dead, Reveals Ketchum/USC Media-Usage Survey; Findings Also Refute Common Communications Myths, Identify New Realities

    NEW YORK, Dec. 12 /PRNewswire/ — A comprehensive survey of media usage
    by consumers and communication professionals challenges several major
    communications myths, including the growing belief that traditional media
    — local newspapers and television news, in particular — are dead. The
    survey by Ketchum and the University of Southern California’s Annenberg
    Strategic Public Relations Center found that consumers still rely heavily
    on their local newspapers and local TV news while, increasingly, also using
    Web logs, or blogs, and other emerging new media to gather the information
    they need to make purchases and explore issues.
    The “Media Myths & Realities, 2006 Media Usage Survey” compares the
    media- usage habits of 1,490 adult Americans and 500 communications
    industry professionals. In general, the survey revealed that significant
    gaps exist between the two groups. While heavy users of all media, industry
    professionals often don’t seem to go beyond their corporate Web sites to
    dispense information even though most consumers don’t visit those sites
    that frequently. The results underscore the need for companies to establish
    a balance in their media mix.
    The strong “traditional media is not dead” finding comes at a time when
    the circulation and viewership numbers for traditional publications and
    television continue to slide and commentators are sounding the death knell
    of newspapers, especially. So what triggers the paradox? The Ketchum/USC
    Annenberg survey looks at media-usage habits and not whether consumers are
    subscribing to publications or viewing TV news less frequently. Many
    consumers undoubtedly are looking at newspaper and TV stations’ and
    networks’ Web sites and considering them to be under the traditional media
    umbrella. What’s clear is that consumers still rely heavily on traditional
    media for the information they need to make purchasing decisions and to
    consider issues.
    According to the survey, nearly three-in-four consumers (73.6 percent)
    rely on their local TV news while nearly 70 percent (68.9 percent) depend
    on their local newspaper, and this heavy reliance cuts across all
    generations. As for new media, just 13.4 percent of the general public use
    blogs while only 4.8 percent use podcasts and 4.5 percent get media via
    their cellphone. However, usage of new media varies significantly by age.
    Other media myths deflated
    The survey, which establishes a benchmark against which trends in media
    usage can be tracked over time, discredits five other common media myths,
    * Blogs dominate. The survey revealed that just 13.4 percent of consumers
    rely on Internet blogs and only give them a 5.2 rating out of 10 for
    credibility, while nearly 69 percent of consumers read their local
    newspaper and give it a 7.2 credibility rating and 73.6 percent rely on
    local TV news and give it a 7.4 rating.
    * Social networking sites are just for kids. Reflecting growing interest
    toward personal relevance, the survey found that online social
    networking sites such as and attract people
    of all ages, not just the young. Overall, 17.1 percent of the survey
    respondents ranked them highest in usage among new media. While adults
    ages 18 to 24 (41.9 percent) and 25 to 34 (30.9 percent) use social
    networks the most, 15.1 percent of adults ages 35 to 44 and nearly 10
    percent of those 45 to 54 also use them.
    * Young adults don’t read the newspaper. More than half of adults 18 to 24
    read local newspapers, the survey shows, with 16.4 percent reading a
    national newspaper or newspapers. Young adults are the most well rounded
    in their media habits, making significant use of all types of new and
    traditional media.
    * Word of mouth cannot be managed. The study proves that word of mouth can
    make or break a communications campaign. Advice from family and friends
    is used by 43.7 percent of consumers when making purchase decisions, and
    nearly one in four follows advice from coworkers. Credibility is high
    for both groups. And while word of mouth can’t be controlled, it can be
    influenced by communicators who understand the informational needs of
    consumers and those who influence them by providing the information
    accurately and creatively.
    * The company Web site is the best way to communicate. Industry
    professionals often rely too heavily on their Web sites to convey
    corporate information while consumers view them as just one of many pit
    stops for such news. For instance, while nearly half of industry
    professionals use their company Web sites most for company
    announcements, only 6.8 percent of consumers look to the Web sites for
    such information. But consumers often use company Web sites to gather
    information before making major purchases, such as a car, consumer
    electronics and stock.

    What the Findings Mean
    “The Ketchum/USC Annenberg study clearly illuminates several critical
    findings, particularly that industry professionals must customize their
    media mix as consumers’ needs vary and they use a multi-channel approach
    for their information,” said Raymond L. Kotcher, senior partner and chief
    executive officer of Ketchum. “The survey also makes plain that traditional
    media live as drivers of consumer attitudes and choices, that new media
    have a definite place in the mix and that the human channel increasingly
    spreads the message through word of mouth.”
    “The study also tells us a lot about influencers — those people who
    are society’s informational editors and who shape consumer attitudes,” said
    Jerry Swerling, founder and director of the USC Annenberg Strategic Public
    Relations Center. “Influencers devour all media all the time, including
    word of mouth, and they adopt new media earlier than others. They typically
    use media at higher levels than the average consumer. As a result,
    companies must master how to participate in this cycle of influence, and
    new media channels may well provide the answer.”
    Consumers’ Multi-Source Approach
    The study demonstrates that consumers use a multi-source approach when
    seeking guidance about various purchases. For example, when considering the
    purchase of a new car, 35 percent of consumers — the highest percentage —
    rely on advice from family and friends, but when thinking about purchasing
    stock, 26 percent look to business news Web sites and 20.8 percent visit
    company Web sites. When choosing a brand name prescription, the top choices
    are major TV news, at 14.3 percent, and manufacturers’ Web sites, at 11.7
    Takeaways for Communicators
    The survey identified what appears to be a disconnect between
    consumers’ lack of reliance on corporate Web sites for information and
    industry professionals’ strong use of them to convey corporate information
    compared to other channels.
    “The survey shows clearly that the best approach for corporate
    communicators involves employing a real marketing-mix mentality and using a
    variety of media channels when communicating with consumers and those who
    influence them,” says Nicholas Scibetta, Ketchum senior vice president and
    global director of the agency’s Communications and Media Strategy Network.
    “This captures the intersection of traditional and new media and of the
    human element that of word-of-mouth communications provides. Consumers and
    influencers increasingly are navigating to that intersection for the
    information they need.”
    “What communicators must do, however, is understand which medium works
    best with which audience. And that’s why employing a media mix is so
    important today,” Scibetta added.
    Media Usage Results Vary by City
    The survey includes localized results for several major cities,
    including New York, the District of Columbia, Atlanta, Chicago, Los Angeles
    and San Francisco. Media usage varies substantially among them. While
    residents of all the cities rely heavily on local newspapers, the
    percentages that rely on local TV news vary from 58.6 percent in Los
    Angeles to 81 percent in Pittsburgh. As for social networking sites, only
    7.2 percent of Atlantans use them compared to nearly one-in-four New
    Yorkers (23.4 percent).
    As for word of mouth, residents of Chicago especially rely on such
    communication from family, friends and co-workers, while word of mouth is
    less relied upon in Los Angeles and San Francisco. And only 19.4 percent of
    New Yorkers look to company Web sites for information, compared to 34.7
    percent of D.C. residents.
    Survey Facts
    The survey was conducted between Sept. 6-20 and among the 1,490 adult
    respondents, at least 100 came from each of the seven cities where there
    was a particular focus.
    University of Southern California Annenberg Strategic Public Relations
    The USC Annenberg Strategic Public Relations Center (SPRC) plays a
    major role in the continuing evolution, professionalization and expansion
    of the public relations discipline. A unit of the USC Annenberg School for
    Communication’s Public Relations Studies Program, the Center’s mission is
    to advance the study, practice and value of public relations by conducting
    applied research in partnership with leading industry groups.
    An innovator in communication since 1923, Ketchum delivers seamless
    service around the globe through its 23 offices and 48 affiliates in North
    America, Europe, Asia Pacific and Latin America. With its five global
    practices, Brand Marketing, Corporate Communication, Healthcare, Food and
    Nutrition, and Technology, Ketchum offers clients a unique breadth and
    depth of marketing and corporate communications expertise. A leading global
    public relations firm and the PRWeek 2002 Agency of the Year, Ketchum is a
    unit of Omnicom Group Inc. (NYSE: OMC;
    Additional information on Ketchum, its award-winning work, and past press
    releases can be found at

    SOURCE Ketchum


    Related links:

  • 3. aaronlong  |  December 15, 2006 at 7:48 pm

    Great article. I believe that the research data linked here:

    Backs up the survey by indicating that all forms of “advertising spending” will show growth over the next few years. It is just that internet advertising will have a higher growth rate percentage than most.

    For example the interenet is expected to experience a jump from 12.5 Billion to 31 Billion from 2005 -2010. However 31 is still behind the 86 Billion that all TV advertising is supposed to reach in 2010.

    So Internet is not the only answer. It is just an area of large opportunity.

    Also, I mention in my talk that it is essential to partner with other forms of media. The “regifting” site wouldn’t have recieved the traffic without the AP picking up the press release.

    Another example of mixing media successfully is JPG magazine. It is very interesting in that it combines user based content with traditional magazine subscriptions and advertising.

    Here is a link to my comments on JPG:

    Thanks for the comment.


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December 2006



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