If you operate in Canada and have decided to move your company's money out of the PR function, you might want to think again.

A new survey from the Canadian Council of Public Relations Firms (CCPRF) found that Canadian shoppers cited media opinions as the number one factor influencing purchase decisions.

The study “delved into the dynamics of influence on Canadians’ shopping habits, examining media influences, ‘circles of trust’, and the impact of social media on our buying process."

It uncovered a complex hierarchy of influence. For instance, Canadians cited Facebook as more influential in buying decisions than Twitter, but less influential than blogs.

But, according to the authors, "traditional media sources—newspapers, TV, radio, and magazines—still outrank all of the above as the go-to source for information.”

The good news (perhaps?): A mere four percent of respondents cited celebrity endorsements as a factor in purchase decisions.