• Use of Media Channels
  Nicholas Scibetta
• Media Preferences
  Gur Tsabar
• Consumers in Emerging Markets
  Wallace Baldo
• Personal Experience in Decision Making
  Paul Rand
• The Way Professionals Communicate
  Susan Brophy

The Way Professionals Communicate Is Out of Sync With the Way Consumers Use Media

In the U.S., consumer skepticism of media outlets—particularly online media sites—continues to rise as the number of “news” sources grows. It’s getting increasingly difficult to discern credible sources from those with hidden agendas or unprofessional reporting. So, it’s interesting to note that when it comes to fact finding on particular issues, consumers are still more likely to trust an unknown third-party source than a company’s own Web site.

In fact, the general public ranks company Web sites sixth and seventh among places they turn for corporate news and crisis response, respectively. That’s well behind local and national newspapers and television news in terms of trusted sources. In fact, communicators put television news in eighth place for effectiveness, while consumers listed TV news as among their top choices when seeking company responses to issues and crises.

The implications for communicators are tremendous, especially since the majority of them still believe their own company Web sites present the best way to communicate with the public. Yes, the corporate Web site is one of the few places a company can fully control its message and ensure accuracy of information—but it’s that control that fuels consumer skepticism.

That doesn’t mean communicators should disregard the role of the corporate Web site—it’s still an essential communications tool for general company information and shareholder communication. But when it comes to the credible delivery of critical company messages, communicators must employ a strategic plan that specifically targets those media channels and outlets most highly revered by a company’s target audience.

Another area where communicators appear to be out of sync with consumers is news Web sites. The survey revealed that consumers turn to traditional newspapers or television news before they visit the Web sites of newspapers or TV news stations. This data suggests that getting information out through such Web sites may not be as effective as communicators believe it to be.

Simply put: Unless communicators understand where consumers are turning for information and target their efforts accordingly, their messages may never reach the intended audience.