Changing Patterns of Influence Through Social Media Explored in New Research Report -- Study Conducted by Society for New Communications Research, Sponsored by Institute for Public Relations and Wieck Media

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Social media case studies and strategies from the American Red Cross, Blendtec, The Coca-Cola Company, Emerson Process Management, the Mayo Clinic, MARC Research, Quicken Loans, and the Seattle Union Gospel Mission highlight the full research report released this week by the Society for New Communications Research (http://sncr.org). "New Media, New Influencers and Implications for Public Relations" also features detailed findings from a survey of communications and marketing professionals focused on changing patterns of influence resulting from social media and other new communications technologies.

New Media, New Influencers and Implications for Public Relations

Social media case studies and strategies from the American Red Cross, Blendtec, The Coca-Cola Company, Emerson Process Management, the Mayo Clinic, MARC Research, Quicken Loans, and the Seattle Union Gospel Mission highlight the full research report released this week by the Society for New Communications Research (http://sncr.org). "New Media, New Influencers and Implications for Public Relations" also features detailed findings from a survey of communications and marketing professionals focused on changing patterns of influence resulting from social media and other new communications technologies.

The report, which was funded by the Institute for Public Relations (http://www.instituteforpr.org) and Wieck Media (http://www.wieck.com), is available as a free .pdf download from the SNCR's website at http://sncr.org/2008/08/06/research-publications/. Hard copies are also available for purchase through the Society's e-store at http://www.lulu.com/sncr.

The study was led by a team of five SNCR Research Fellows: Paul Gillin, media expert and author of The New Influencers; Joseph Carrabis, chief research officer and founder of NextStage Evolution, LLC and NextStage Global LTD; John Cass, online community manager, Forrester Research; Greg Peverill Conti, vice president, Weber Shandwick Public Relations and Richard Nacht, founder and CEO, Blogging Systems Group and Career Connection Network.

"New influencers are beginning to tear at the fabric of traditional marketing and communications, giving rise to a new approach characterized by conversation and community," said Gillin. "PR and marketing communications professionals are responding with a mixture of excitement, fear, and fascination. They're alarmed at the prospect of ceding control of their messages to a community of unknowns. Yet at the same time they're excited about this new opportunity to speak directly with their constituents."    

"This study represents one of the first in-depth investigations into changing patterns of influence and their impact on public relations and corporate communications," commented Jen McClure, SNCR's executive director. "We wanted to learn what criteria communications professionals use to define new influencers; how social media is being used to communicate with these influencers; and how to measure the effects of such efforts. The ultimate goal of the study is to offer a set of recommendations to the PR profession. These are embodied within the excellent case studies collected by our research fellows."

About the Institute for Public Relations:
The Institute for Public Relations is an independent nonprofit dedicated to the science beneath the art of public relations™, bridging the academy and the profession, supporting PR research and mainstreaming this knowledge into practice through PR education. For more information, visit http://www.instituteforpr.org.

About Wieck Media:
Wieck Media is the official online technology partner of the Institute for Public Relations. Launched in 1991 by a group of United Press International veterans, the company was founded to facilitate the distribution of news, images and video to print, broadcast and web news outlets around the world. Key clients include The New York Times, Kyodo International, Toyota, GM, Honda, DaimlerChrysler, Ford, Michelin, Verizon, Australian Customs Service, Los Angeles World Airports, American Airlines, Southwest Airlines, Haymarket Publishing in London and The Arthur W. Page Society. For more information, visit http://www.wieck.com.

About the Society for New Communications Research:
The Society for New Communications Research is a global nonprofit think tank dedicated to the advanced study of the latest developments in new media and communications, and their effect on traditional media and business models, communications, culture and society. SNCR is dedicated to creating a bridge between the academic and theoretical pursuit of these topics and the pragmatic implementation of new media and communications tools and methodologies. The Society's Fellows include a leading group of futurists, scholars, business leaders, professional communicators, members of the media, and technologists from around the globe - all collaborating together on research initiatives, educational offerings, and the establishment of best practices. For more information, visit http://www.sncr.org or call +1 (650) 331-0083.

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