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 public relations and marketing consultant, and owns Fletcher Prince ( Follow Mary on Twitter @FletcherPrince.

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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