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.