Ketchum, joined by the University of Southern California’s Annenberg Strategic Public Relations Center, undertook a comprehensive survey of 1,490 American adults and 500 corporate communicators to determine the first group’s media usage and how corporate communicators use the media to reach their various constituencies. For two weeks in September, survey respondents let us in on their media preferences and how credible they find today’s growing array of media. What emerged, frankly, is one of the most interesting set of media findings we have seen.

We believe the survey’s major findings and implications will help companies and organizations better communicate with their customers and constituents. It will help them determine the media mix they use for their communications programs. And, undoubtedly, it will give a glimpse into this brave new communication world of ours.

This issue of Perspectives focuses on the study. Among other things, it explores six media myths that the study debunks. And a panel of communicators looks at media realities derived from the respondents. If there’s one clear takeaway from this endeavor, it’s this: The world of communications continues to evolve in new and different ways.