The Pew Internet for the American Life Project is out today with an important study about US news consumers that, in my view, is one of their best yet. While the data only covers the US, it could point to some global macro trends. You can download it here.
Key highlights…
So what does this all mean? The implications for PR are significant.
To me at least, it shows that we are well into an age of Media Agnosticism, something I wrote about here. It also reaffirms the Trust Barometer findings, which shows that informed publics need to hear things three to five times and from diverse sources before it is believed.
Here are three considerations for companies:
First, the study underscores that a single media placement – no matter how powerful – is no longer enough to reach the masses when attention spans are so marginalized. Businesses increasingly need to be ubiquitous in all key relevant venues – online and off. The more we can spread the ball around, the better.
Second, companies clearly have an opportunity to tap into the power of social networks to amplify the stories that they do tell. This requires a mix of art (relationships, content, etc.) and science (data). Facebook is now a leading driver to news sites according to Hitwise.
Finally, if consumers are media agnostic, as the study shows, then the door is open for businesses to become media companies themselves by creating or curating their own content. This isn’t easy, but the opportunity is there. And we have vast resources and expertise to do so.
Tags: facebook, linkedin, myspace, news, online news, PEW, PR, social media, social networks, Steve Rubel, technology, Trust Barometer, twitter
