Ketchum PR and The University of Southern California have just undertaken research comparing the perception of communication professionals to consumers. The report is called Media, Myths & Realities.

It highlights the gap between communication professionals who still use mass marketing broadcasting techniques and consumers who are looking for smaller communities or groups of like minded individuals. The report recommends the following key actions to be taken:

• Treat audiences as individuals and not 'faceless' masses
• Put word-of-mouth and search engine optimisation on top of the agenda to address
• Do not rely on the corporate web site