Thursday, July 27, 2006

Marketers Don't Care About New Media

A survey of 600 companies in PR Week reveals that marketers underestimate the influence of new media. The companies were queried between April and June of this year, and rated the ability of a PR firm to help to "understand and develop programs within the new-media environment, such as blogging, podcasts, and wireless technology" as a low priority.

The survey said developing creative programs is important, but apparently just in the old media space. Having a high quality staff -- which is extremely difficult to quantify -- is also a priority when selecting a PR firm.

Denying the importance of managing public opinion in the blogosphere and in podcasts exposes companies to risks and will limit its chance of success in reaching younger to adult consumers. Bad buzz online can turn opinion in a hurry, and companies should awaken to the opportunity of reaching an audience that spends more time online than with old media.

Posted By Jason Dowdell at 03:05 PM
Permanent Link: Marketers Don't Care About New Media | Comments (0)

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