Introduction

Overview by Ketchum CEO Ray Kotcher

Key Findings

Top conclusions about media use in the U.S., the U.K. and Brazil

What’s Happening to Media in a Web 2.0 World?

Ketchum media directors Nicholas Scibetta and Richard Griffiths discuss major media trends in the U.S. and U.K.

Search Matters

Ketchum new media strategist Gur Tsabar explains the importance of harnessing one of the Web's most powerful tools

In-Person or Online, Word-of-Mouth Is Critical

Two experts share insights on word-of-mouth online and offline

Viewpoints

Communications pros from the U.S., the U.K. and Brazil examine the maturing of the Web, readership of newspapers, and the rise of blogs

Roundtable

Six industry leaders break down the study's most important implications

Street Smarts

Media use in the U.S. and Brazil is compared from 2006 to 2008

Methodology

How the survey was conducted

MEDIA MYTHS & REALITIES

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	View Past Issues Food 2020: The Future of Food, Nutrition & Wellness 2008 Issue 5 Getting Your Message to Your Audience 2008 Issue 4 How the Public Perceives Corporations and CEOs 2008 Issue 3 The Women's Issue 2008 Issue 2 Media Myths & Realities 2007 2008 Issue 1 Next Stages 2007 Issue 4 Word of Mouth 2007 Issue 3 Engaging Employees 2007 Issue 2 Assessing the Top Crises of 2006 2007 Issue 1 Media Myths & Realities 2006 2006 Issue 7 2006: A Watershed Election 2006 Issue 6 China and Public Relations 2006 Issue 5 The Talent Issue 2006 Issue 4 Preparing For A Pandemic 2006 Issue 3 To Blog Or Not To Blog 2006 Issue 2 Looking Ahead in Media Communications 2006 Issue 1 Building Brand Believers Through Communication 2005 Issue 1 Unlocking Corporate Communications 2004 Issue 2 Lessons Learned... 2004 Issue 1 The Changing Face of Marketing 2003 Issue 2 The First 100 Days of 2003 2003 Issue 1 Focusing on Innovation 2002 Issue 2 Inaugural Issue 2002 Issue 1

In-Person or Online, Word-of-Mouth Is Critical

Authenticity yields credibility. This year’s survey again showed that a recommendation from an unbiased friend or relative carries more weight than any product claim and even some “objective” news sources. So what’s a brand to do to spark credible word-of-mouth?

Dave Kissel is a partner with word-of-mouth marketing agency Zócalo Group, which helps companies create sustainable word-of-mouth programs. Charlene Li is a former analyst for Forrester Research and is co-author of Groundswell, a best-selling book about how businesses must communicate in a world transformed by social media. Fast Company recently named her one of the “12 most creative minds of 2008.” Here, Kissel and Li share their insights on word-of-mouth in both online and offline worlds.

	Shaping the 90 Percent By Dave Kissel, Partner, Zócalo Group View Bio
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	Steering Word-of-Mouth Online By Charlene Li, Co-Author, Groundswell View Bio

MEDIA MYTHS & REALITIES

In-Person or Online, Word-of-Mouth Is Critical

Perspectives Staff