Great Britain

Great Britain: Media Relations and Public Relations:

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 the Washington policy arena, as well as the scientific and research communities at large. It turned to Qorvis to design, field and interpret a series of major opinion surveys of those elite audiences. Qorvis defined how the audiences received their news, which sources of information were deemed most credible and trustworthy, and the effect of the Internet and news technologies on these trends. The results documented the seismic shift from traditional print and broadcast sources of information toward 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.