MEDIA MYTHS & REALITIES

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Methodology

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	A Note from David Rockland, Partner and Managing Director, Global Research, Consulting and Interactive Communications, Ketchum View Bio
	and Eryn Taylor, Senior Project Manager, Ketchum Global Research Network View Bio
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Since we launched the benchmark Media Myths & Realities study in 2006, our research methodology has been consistent.

In 2006 and 2007, Ketchum partnered with the University of Southern California’s Annenberg Strategic Public Relations Center to examine media use in the U.S. and other countries. In 2008, Bournemouth University’s Media School joined our partnership, and we extended the survey to the U.K. for the first time. This study covers media usage in the U.S., the U.K. and Brazil.

The survey compares the media usage habits of 1,000 adult Americans (including 200 influential citizens, or “influencers”–the 10 to 15 percent of the population who initiate changes in their community or society through a variety of activities) and 500 communications industry professionals.

The communications professionals surveyed all have five or more years of experience in the communications or marketing fields and were responsible for what their company communicates to external audiences in terms of company news, products and services, stock information, corporate earnings or other announcements. Of the communications professionals, 14 percent of respondents worked for companies with 10,000 or more employees, 9 percent worked for companies with 5,000 to 9,999 employees, 20 percent for companies employing 1,000 to 4,999 people, 18 percent for companies with 500 to 999 employees, and 38 percent for companies with 100 to 499 employees.

In the U.K. and Brazil, 300 consumers and 200 influencers were surveyed in each country for a total of 500 consumers. The definition of an influencer was consistent for these countries, allowing for cultural and political differences within each country.

The survey did not include communications professionals in these countries. The survey was conducted through online distribution between Sept. 30 and Oct. 18, 2008.

Questions about the Media Myths & Realities methodology may be directed to David or Eryn at david.rockland@ketchum.com or eryn.taylor@ketchum.com. More information about the survey may be found at www.ketchum.com/2008mediasurvey.