PR und Medienarbeit sind nur dann erfolgreich, wenn sie sich glaubwürdiger und anerkannter Medien bedienen. Ketchum, eines der führenden internationalen PR-Netzwerke, analysierte zusammen mit der Universität of Southern California Annenberg das Medienverhalten von Konsumenten und Meinungsbildnern im internationalen Vergleich. Zielsetzung war, Erkenntnisse für den richtigen Media-Mix erfolgreicher internationaler PR zu gewinnen.
Erste herausragende Erkenntnis der Studie: traditionelle Medien genießen in den BRIC-Staaten ein höheres Vertrauen im Vergleich zu den USA. Ketchum befragte gemeinsam mit der Universität of Southern California Annenberg über 300 Konsumenten und 200 Meinungsbildner in den Ländern Brasilien, China, Indien, Russland sowie über 1.000 Konsumenten in den NYU.
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Erste herausragende Erkenntnis der Studie: traditionelle Medien genießen in den BRIC-Staaten ein höheres Vertrauen im Vergleich zu den USA. Ketchum befragte gemeinsam mit der Universität of Southern California Annenberg über 300 Konsumenten und 200 Meinungsbildner in den Ländern Brasilien, China, Indien, Russland sowie über 1.000 Konsumenten in den NYU.
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