Monday's quick reads: Dubai's debt, media training, and tabloid journalism

1.) Will big businesses save the earth? (The New York Times) -- Author Jared Diamond says there is a widespread view, particularly among environmentalists and liberals, that big businesses are environmentally destructive, greedy, evil and driven by short-term profits. He knows — because he used to share that view. But today he says that he has more nuanced feelings due to his recent work alongside many business executives.

2.) How to prepare spokespeople for interviews (PRSA) -- While media training is a great way to prepare spokespeople for the spotlight, you know that the pressure of being interviewed on camera in front of your peers can be overwhelming — so overwhelming that you may forget some of the key messages.

3.) Dubai's ruler turns on media, says press exaggerated debt crisis (Wall Street Journal) -- Dubai's ruler turned on the media Tuesday blaming the press for international concerns over his sheikdom's ability to deal with its debts after stock markets in the Gulf plummeted for a second day. "The exaggeration of the media won't affect our perseverance," said Sheik Mohammed bin Rashid Al Maktoum in an emailed statement, adding that "media did not seek the truth and confused matters without knowledge."

4.) Are there lessons for journalism in the tabloids? (Poynter) -- One writer says that while it's easy to dismiss the tabloid brand of journalism as a lot of headlines and no important news, the Enquirer has left an indelible mark on American mass media culture.

Television is king...for now

Few things are as ineffective as a scatter shot communications plan. Fortunately, a new report breaks down where consumers get their news and can help you figure out whether your communications strategy is reaching your desired audience.

Americans rely on television for their news more than any other source, according to a new report from the Pew Research Center for People and the Press. However, online sources of news continue to surge in popularity with younger, well-educated, and affluent audiences. Newspapers continue to drop significantly as a direct source for daily news. To read the full report, click here.

The Pew report also breaks down consumers into the following groups based on their preferred sources of news.

Integrators: Those who get their news from both tradional (newspapers, network news) and non-traditional news outlets (web-based). Integrators are generally middle-aged, affluent, and make up 23% of the public.

Net-newsers: Those who predominantly get their news online. Net-newsers are well-educated, relatively young, and make up 13% of the population.

Traditionalists: Those who rely heavily on traditional media for news. Traditionalists are generally older, less affluent, and make up 46% of the population.

Disengaged: Those who generally do not get news on a typical day.

So, does your communications strategy reach your desired audience? If you depend on Traditionalists but are focusing on new media, probably not. If you depend on Integrators, you need a holistic approach that encompases print, electronic, and online sources of news. An effective organization always matches its communications plan to its audience.