In the latest update to the Pew Internet & American Life Project surveys show that there are disparities in how several segments take up news. Older consumers are still with newspapers and those less than 35 are consuming news online. However there is a new class of what the survey calls ‘integrators’ who use both online and traditional news sources such as television and newspaper. According to the survey they are more educated and wealthy.

Marketers must now realize that internet is a major component of an integrated campaign and seek ways to embed that into the client’s campaign.

Add in public relations and the opportunity to gain earned media in diverse ways and you can build a real landslide of information about the client directed to their consumers.

The key is understanding the consumer’s behaviors and then building an integrated mix including PR that reaches them.