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Confidence In News Reported By Media Sources Among Federal Decision-Makers Should Be Considered By Federal Marketers, According to Annual Market Connections Study
Date:11/8/2018

How much confidence federal government decision-makers and influencers have in the news reported among different media sources could impact how they view advertising and earned media in those sources, according to the 2018 Federal Media and Marketing Study (FMMS). Market Connections, Inc. will release results of the tenth annual study of the media habits of the federal workforce this morning, November 8, 8:30-11:30 a.m. at Valo Park Conference Center in McLean, Va.

The 2018 survey finds that federal workers are wary of the news reported in some of the more mainstream, national media sources. Conversely, eight out of ten show a fair amount or great deal of confidence in federal and congressional sources Defense News, Government Executive, Federal Times, Army Times and Navy Times.

“While federal marketers need to be cognizant of co-mingling their brand with specific media sources, it’s important to balance the confidence level with audience reach,” said Aaron Heffron, President of Market Connections, Inc. “Federally focused media outlets continue to be a trusted source of news and information, albeit with some limitations based on their reach and market focus. With all the noise about ‘fake news’ in this highly politicized environment, federal contractors may want to consider the halo effect of the earned and paid media placed with different sources.”

Study cofounder Sara Leiman, VP media director of TMP Government, asserts, “However, in addition to audience reach and confidence level, federal marketers need to pay attention to their target audiences. Confidence levels vary by agency type, location, product category or political party affiliation. While overall numbers may be helpful, it’s important for marketers to look deeper, especially if they are focusing on agency-based marketing.”

The survey represents the views of nearly 3,000 federal workers in a variety of positions. Market Connections aggregates the data and makes it available to federal marketers online. Clients use the data to assess changes in media consumption and identify preferences for print, television, radio, mobile, social media and Internet-based news media. Demographic, job function, and purchasing data allows for tactical media targeting and placements.

Other highlights from the study include:

  • Nearly two-thirds of respondents feel that national media’s coverage will be somewhat to a lot more biased in the future;
  • Recommendations from peers and colleagues continues to be the top trusted source of information according to half of respondents, with an uptick for all sources aligned with professional associations including websites, white papers, case studies and webinars in 2018 from 2017;
  • Across the board, social media usage has increased among federal decision makers, the largest percentage increase being Instagram up from 26 percent in 2017 to 40 percent in 2018, followed by Twitter with 39 percent in 2018 up from 30 percent in 2017,

Heffron and Leiman will present the findings before a panel of federal and marketing executives who will discuss how they are reaching across multiple channels with more frequency to reach their target audiences.

EVENT PANELISTS INCLUDE:

  • Katie Hanusik, executive vice president, SpeakerBox Communications;
  • Ashtan Moore, co-founder and partner, Model B;
  • Julie Murphy, partner and senior vice president, public relations, Sage Communications.

The study results summary will be available online after the event. The online dashboard that provides access to study data from 2016, 2017, and 2018 is available for purchase through Market Connections. More information is available at http://www.marketconnectionsinc.com/fmms2018study.

About Market Connections
Market Connections delivers actionable intelligence and insights that enable improved business performance and positioning for leading businesses, government agencies and trade associations. The custom market research firm is a sought-after authority on preferences, perceptions and trends among government executives and the contractors who serve them, offering deep domain expertise in information technology and telecommunications; healthcare; and education. Market Connections also provides the tools for organizations to expand thought-leadership in their respective markets and is known for its annual Federal Media and Marketing Study, the only comprehensive survey of the media habits of federal decision-makers, as well as the Government Contractor Study and the Federal Content Marketing Review. For more information, please visit: http://www.marketconnectionsinc.com.

Read the full story at https://www.prweb.com/releases/confidence_in_news_reported_by_media_sources_among_federal_decision_makers_should_be_considered_by_federal_marketers_according_to_annual_market_connections_study/prweb15900480.htm.


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