When it comes to news who do you trust?
The March 2008 edition of Tactics, the Public Relations Society of America newspaper, reports that research in 2007 by PR agency, Golin Harris, shows word of mouth and personal experience are the most trusted sources of information for many Americans.
And that mainstream media scores “lower in terms of accuracy, truthfulness and honesty than dedicated on-line media channels".
The article suggests this shift in trust from mass media to personal and on-line experiences means communicators should:
- Look for opportunities to provide direct experiences to audiences.
- Seek to create memorable moments that cause people to talk.
- Reach out to engage 'key influencers' - people willing to share information in their social and other networks.
- Use a variety of communications platforms and experiences rather than just relying on traditional mass media.
Research consistently shows word of mouth is free, credible and fast. That makes it the most powerful marketing channel an organization can use. That's why not for profit groups and others with limited marketing budgets should consider factoring word of mouth into their next marketing or PR plan.