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California's Political Elite Relying on Internet More, TV Less.

Study Finds Majority Spend Three Hours or More Per Day Online

SACRAMENTO, Calif., Feb. 16 /PRNewswire/ -- California's political decision-makers and opinion leaders are increasingly turning to online resources for their information, according to a survey released today. The survey, conducted by Perry Communications Group, Mindshare Interactive Campaigns and Rough & Tumble from December 14, 2005 through January 31, 2006, asked a series of questions designed to examine media consumption by California's political class.

"The dissemination of political information is changing rapidly. More people are relying on Internet-based information to shape their voting behavior," stated Barbara O'Connor, PhD., Professor of Communications at California State University, Sacramento.

"Our survey results illustrate the importance of an Internet strategy for any individual or organization wanting to have an impact on our Capitol's leaders," said Kassy Perry, CEO of Perry Communications Group. "If we, as communicators, aren't fully utilizing Web sites, e-mail, blogs and podcasts, we are missing a crucial vehicle to communicate our message to policymakers. In addition, as more legislators, staff and agency officials move online, many constituents who don't have access to the technology will find it even harder to communicate with their elected and appointed representatives."

The Internet Media Survey was conducted on the Rough and Tumble Web site ( ) with responses from 197 people including legislators, lobbyists, government agency workers, public relations firms and the news media. Among the study findings:
 -- Media Habits Changing: Online consumption is on the rise, while
 television usage is declining. Seventy three percent of the
 respondents indicated they are using online media more, while 44
 percent said they are watching less television compared to a year ago.
 -- Online Communications Rule the Day: At work, more than 70 percent of
 the respondents check their e-mail every hour or more. Nearly 65
 percent spend three hours or more each day using the Web.
 -- Morning is Online Reading Time: More than 87 percent of the
 respondents reported they access online publications for work typically
 in the morning.
 -- The New, New Media: More than half the respondents (50.6 percent) read
 blogs. Nearly one in four (24.4 percent) has listened to a podcast.

"These results challenge our assumptions about the power of personal letters and visits," said Larry Eason, Director of Mindshare's Los Angeles office. "Clearly business decision makers are leaning more and more on the speed and convenience of electronic communication."

At the Capitol, there was this reaction: "Internet usage is becoming an increasingly important tool for communications in the State Capitol for legislators, staff, and constituents," noted Assemblyman Roger Niello (R - Fair Oaks).
 The full study is available at .

 Perry Communications Group

Perry Communications Group specializes in public affairs, media relations and coalition building. Since 1996, the firm has created nationally recognized campaigns tackling some of the most pressing issues facing society including Medicare, housing, public health, access to prescription medicines, cancer and mental health. 916-658-0144

Mindshare Interactive Campaigns

Since 1997, Mindshare has worked around the world with many of the leading corporations, associations, foundations and governmental entities to accomplish complex objectives. Mindshare helps organizations leverage the communication opportunities created by technology. Our work has received numerous industry awards and recognitions, including from PRWeek, OMMA Awards, IABC Washington, American Association of Political Consultant's Pollie Awards, the South by Southwest Festival, and the Public Affairs Council. 310-432-6321

Rough & Tumble

Rough & Tumble is a daily snapshot of the public policy issues that surface in 22 California and national newspapers. The focus is on politics, immigration, education, health care, the environment, jobs, the economy and taxes. Rough & Tumble readers generate an average of 20,000 page views per day. Rough & Tumble is published in Sacramento. 916-925-5837

CONTACT: Mike Luery, +1-916-658-0144, or Larry Eason, +1-310-432-6321, both of Perry Communications Group

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Publication:PR Newswire
Date:Feb 16, 2006
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