Study Show Journalists Doubt the Ability of Alternative Energy to Reduce Fossil Fuel Use

Brodeur Partners and Marketwire Study Show Journalists Doubt the Ability of Alternative Energy to Reduce Fossil Fuel Use; 23% Favor Biofuels, 16% Favor Wind, and Over 75% Are Divided Among Energy Sources

Boston, MA—A recent survey of reporters covering energy, agriculture, and the environment suggests that journalists are skeptical about whether the United States can significantly decrease its dependence on fossil fuel.

Despite McCain and Obama's constant affirmations for an energy independent future, journalists appear to lack faith in our country's ability to follow through with clean energy solutions.

They are divided, however, on what renewable and sustainable fuel source is best suited to reduce this dependence.

Reporters are equally split among four different approaches: biofuels, solar, wind, and natural gas.

According to the study, academic institutions and government bodies are the most trusted sources of information on cutting-edge clean energy technologies.

Over 90% of journalists view these as credible news sources.

These are some of the highlights of a new survey of journalists covering energy, agriculture, and the environment by Brodeur Partners, a unit of Omnicom Group (NYSE: OMC), and Marketwire.

The findings of this survey were presented at Brodeur's Clean Technology Practice event in Boston on October 28th.

The survey is part of an ongoing research project by Brodeur in conjunction with Marketwire to dissect and understand the impact that social media and blogs are having on traditional news delivery.

The Brodeur study consisted of one online survey taken between September 16 and October 14, 2008.

Email invitations were issued to a random sample of reporters in North America covering energy, agriculture, and environment.

Approximately 2,500 email invitations were issued per "beat" with a total of 118 completed questionnaires.

"The results track with earlier surveys we have done," said Jerry Johnson, executive vice president of Strategic Planning at Brodeur Partners.

"Like their colleagues, reporters covering new energy and the environment spend a considerable amount of time online, both in tracking favorite blogs as well as contributing to their own blog entries."

Brodeur's survey shows that this pool of beat journalists is fairly active in the blogosphere.

• Approximately three-quarters (71%) of reporters have a list of blogs that they check on a regular basis.

• Two out of every three (66.4%) reporters said they spend over an hour per day reading blogs.

• Almost nine in ten (89.9%) reporters said they read blogs at least two to three times a week.

• One in six (14.3%) reporters have their own blogs and nearly one in five (18.5%) has their own social networking page.

• About half (46.2%) of reporters say they are "lurkers" -- reading blogs but rarely commenting.

Energy, agriculture and environmental reporters had compatible views about which sources of information are most credible.

• Nearly all (95.8%) journalists said they believe academic institutions are credible sources of information.

Almost two in three (62.2%) said they are very credible.

• Nine out of ten (91.6%) reporters trust information from government bodies.

• Lobbying organizations and special interest blogs are the least trusted sources of valid news, as over 70% of journalists said they were not credible.

There is a significant difference in familiarity with online news sites and blogs.

Journalists have their favorites.

• Of those listed, reporters are much more familiar with Treehugger and Grist.

Nearly one in three (31.9%) reporters says they are familiar with Grist, while one in four (24.3%) reporters is familiar with Treehugger.

Overall, reporters were divided when asked to choose the best strategy for easing US dependence on fossil fuel within the next 10 years.

There is no consensus around one renewable energy source.

Of the approaches given, journalists were split among four: biofuels, solar, wind, natural gas.

• Almost one out of every four (22.9%) journalists sees biofuels as the most promising energy solution. Solar power is supported by roughly the same number of reporters (21.2%).

• One in six (16.1%) reporters says that natural gas is the most suitable energy strategy, while another 16.1% believes wind power has the most potential to ease US dependence on fossil fuel.

• One in five (20.3%) reporters believes the best strategy was not one of the six listed.

• Over three quarters of journalists are divided equally among biofuels, solar, wind, and natural gas.

The real question lies in whether or not these strategies will be implemented correctly to achieve a substantial reduction in fossil fuel use.

• Two out of three (63%) journalists are not confident that the US will significantly reduce its dependence on fossil fuels over the next ten years.

"These survey results are extremely timely, since energy is one of the key political and economic issues of our upcoming election," said Jessica Strange, executive director of media relations, Marketwire.

"We've seen a growing number of companies issue news releases about alternative forms of energy, so knowing how journalists think is particularly valuable as our clients prepare their environmental messages."

For more information, call 202-775-2664.

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