{"id":1686,"date":"2008-02-11T11:30:57","date_gmt":"2008-02-11T06:00:57","guid":{"rendered":"https:\/\/publicityhound.com\/blog\/index.php\/pr-types-dont-understand-how-consumers-use-media\/"},"modified":"2025-06-08T19:16:34","modified_gmt":"2025-06-08T19:16:34","slug":"pr-types-dont-understand-how-consumers-use-media","status":"publish","type":"post","link":"https:\/\/purelysupp.com\/publicity\/marketing\/pr-types-dont-understand-how-consumers-use-media\/","title":{"rendered":"PR types don&#8217;t understand how consumers use media"},"content":{"rendered":"<p>When consumers want to buy a flat-screen TV, take a vacation to a place where they&#8217;ve never been, or see a movie at the local theater, who do they turn to for advice?<\/p>\n<p>Their friends, family and experts.<\/p>\n<p>Yet only one in four\u00a0communications professionals have a word-of-mouth program in place. An article in the February issue of <a href=\"http:\/\/www.prsa.org\/Intelligence\/Tactics\/Issues\" target=\"_blank\" rel=\"noopener\">PR Tactics<\/a> includes results from a survey called Myths &amp; Realities, conducted by <a href=\"http:\/\/www.ketchum.com\/\" target=\"_blank\" rel=\"noopener\">Ketchum<\/a> and USC&#8217;s <a href=\"http:\/\/annenberg.usc.edu\/CentersandPrograms\/ResearchCenters\/SPRC.aspx\" target=\"_blank\" rel=\"noopener\">Annenberg Strategic Public Relations Center<\/a>.<\/p>\n<p>It says that despite\u00a0strong evidence that friends, family and experts play a key role in influencing decisions, only 24 percent of communicators have a word-of-mouth program in place.<\/p>\n<p>Those programs might include:<\/p>\n<ul>\n<li>\n<div>A company blog.<\/div>\n<\/li>\n<\/ul>\n<ul>\n<li>\n<div>Posting comments at other blogs that discuss a company&#8217;s product, service, cause, issue or interest. (See <a href=\"https:\/\/www.publicityhound.com\/\" target=\"_blank\" rel=\"noopener\">&#8220;Let bloggers create publicity for you.&#8221;<\/a>)\u00a0<\/div>\n<\/li>\n<\/ul>\n<ul>\n<li>\n<div>Content sharing sites like <a href=\"http:\/\/www.squidoo.com\" target=\"_blank\" rel=\"noopener\">Squidoo<\/a> and <a href=\"http:\/\/hubpages.com\/\" target=\"_blank\" rel=\"noopener\">HubPages<\/a>.<\/div>\n<\/li>\n<\/ul>\n<ul>\n<li>\n<div>Social networking sites like <a href=\"https:\/\/myspace.com\/\" target=\"_blank\" rel=\"noopener\">MySpace<\/a> and <a href=\"http:\/\/www.Facebook.com\" target=\"_blank\" rel=\"noopener\">Facebook<\/a>.<\/div>\n<\/li>\n<\/ul>\n<ul>\n<li>\n<div>Something as simple as a &#8220;tell a friend&#8221; box at your website.<\/div>\n<\/li>\n<\/ul>\n<ul>\n<li>\n<div>A contest in which consumers create a clever video of how they use your product or video, upload it to <a href=\"http:\/\/www.YouTube.com\" target=\"_blank\" rel=\"noopener\">YouTube<\/a> and compete for prizes.<\/div>\n<\/li>\n<\/ul>\n<ul>\n<li>\n<div>Encouraging customers to write a product review and post it at your website<\/div>\n<\/li>\n<\/ul>\n<p>There are dozens more ideas. Let&#8217;s hear yours.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When consumers want to buy a flat-screen TV, take a vacation to a place where they&#8217;ve never been, or see a movie at the local theater, who do they turn to for advice? Their friends, family and experts. Yet only one in four\u00a0communications professionals have a word-of-mouth program in place. An article in the February\u2026&nbsp;<a href=\"https:\/\/purelysupp.com\/publicity\/marketing\/pr-types-dont-understand-how-consumers-use-media\/\" class=\"rmlink\">Read More<\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","iawp_total_views":2,"wds_primary_category":1,"footnotes":""},"categories":[1],"tags":[2],"class_list":{"0":"post-1686","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-marketing","7":"tag-blogging","8":"entry"},"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":"Joan Stewart","author_link":"https:\/\/purelysupp.com\/publicity\/author\/jstewart\/"},"_links":{"self":[{"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/posts\/1686","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/comments?post=1686"}],"version-history":[{"count":1,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/posts\/1686\/revisions"}],"predecessor-version":[{"id":41635,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/posts\/1686\/revisions\/41635"}],"wp:attachment":[{"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/media?parent=1686"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/categories?post=1686"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/tags?post=1686"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}