Survey reveals important findings about journalists and PR


Key Findings from the 2009 PR Newsweek/PR Newswire Media Survey

Work Environment and Career Stability

  • 62% of newspaper journalists anticipate “declines in print circulation and increased focus on the web” over the next three years.
  • 42% of print reporters expect to see “reductions in staff” as compared to 26% expressing the same concern last year.
  • 50% of media professionals are now considering a career outside of journalism.

Hours and Responsibilities

  • 70% of respondents have a heavier workload this year than last.
  • The primary cause of the increased workload is the need to contribute to online reporting.
  • 68% are now tasked with writing for online news sections, compared to 38% in 2008.
  • 28% of media respondents are blogging for their traditional publication, a 6% increase from 2008.

Relationship between Editorial and Advertising

  • 56% of print magazine professionals suggested that there is a “slight to heavy” influence of advertising on editorial content while 43% of TV professionals indicated a similar pressure.

Blogs and Reporting

  • More reporters maintain a blog presence as compared to last year (43% versus 36%),
  • 61% of media professionals rarely or never use blogs for research. This compares to 55% from 2008.
  • About 50% of bloggers surveyed worked for traditional media companies in the past.
  • 37% of bloggers believe themselves to be journalists in their present occupation.

Reporters and the use of Social Media

  • Reporters’ use of social media sites, such as Facebook and LinkedIn, increased significantly from 2008 to 2009.
    • Of those surveyed, 58% are on Facebook and 51% have a LinkedIn profile, compared with 29% and 32% last year.
  • 22% of journalists are also on Twitter.
  • The number of journalists not participating in social media is now a clear minority, with 23% saying they do not have a social network profile. In 2008, the number was 46%.

Pitching and Journalists

  • 80% of journalists say they prefer PR professionals to pitch them by email.
  • Most reporters say that pitches rarely lead to a story because most pitches are unrelated to the media professional’s area of interest.
  • Despite the low success rate, only 7% of respondents said they would prefer not to be contacted by PR pros at all.
  • 31% of media professionals have been pitched via a social network, such as Facebook or Twitter.

About Mary Fletcher Jones

Mary Fletcher Jones is a mom, teacher, and blogger. She is also the creator of "Living Well With Autism," an online resource for caregivers of children, teens, and adults with autism and related special needs.

Posted on April 10, 2009, in Public Relations Tips. Bookmark the permalink. 1 Comment.

  1. Looks like a good promotional campaign. Has a promising usage for even small companies like ours. Thanks for posting the figures.


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