The British Embassy in Washington, as part of its campaign to promote U.S. investment in its technology and research and development expertise, needed to better understand how to communicate effectively—and through which media—with American opinion leaders in both the Washington policy arena as well as the scientific and research communities at large in the United States. It turned to Qorvis to design, field, and interpret a series of major opinion surveys of those elite audiences. Qorvis defined how the audiences got their news, which sources of information were deemed most credible and trustworthy, and the impact of the internet and news technologies on these trends. The results documented the seismic shift from traditional print and broadcast sources of information towards non-traditional media, yet also demonstrated the continued faith of these audiences in respected scientific journals. As a result, the British Embassy was able to target its outreach campaign through a combination of traditional and non-traditional media.