In its second annual PR Media Report, high-tech PR agency International Outcomes Communications (GRC) surveyed the attitudes of over 1,000 journalists towards public relations and the challenges of an {industry} in transition. Examine final 12 months’s inaugural report right here.
With the battle for reader consideration stronger than ever and the media panorama itself persevering with its slide towards digital, it’s no shock that greater than three-quarters (78 %) of journalists surveyed say they depend on data from public relations professionals for information.
Nonetheless, it’s evident that each the standard and the accuracy want bettering: Greater than half (56 %) of the respondents say they generally obtain inaccurate data from PR professionals, based on the findings.
“The success of the connection between public relations professionals and journalists rests solely on the accuracy and newsworthiness of the data we offer,” stated Valerie Christopherson, GRC founder and CEO, in a information launch. “Subsequently, it’s necessary to periodically take the temperature of our companions within the media; it lets us know what they want extra of, what they need much less of, and it retains that relationship performing at a wholesome degree.”
“At first look, it seems not a lot has modified 12 months over 12 months, with three quarters of respondents stating their reliance on content material from PR is similar as in 2021. Nonetheless, a more in-depth have a look at the info reveals that demographics are shifting; print is on the decline and broadcast and digital are on the rise,” Christopherson continued. “Journalists are going through extra competitors than ever, know-how is taking part in a larger position, and tasks are shifting. So, it’s incumbent upon us in PR to take heed of those modifications and adapt accordingly, to raised service journalists’ audiences and our shoppers alike.”
Journalists surveyed
Of the 1,015 respondents to the survey, performed in 2022, 46 % maintain decision-making roles as editors, with 58 % possessing greater than 20 years of expertise, which suggests they’ve been witness to large modifications, company mergers, and {industry} upheaval throughout their careers. This 12 months’s report additionally consists of key takeaways and notes on how PR professionals am i able tomprove their relationships with the media along with the standard of content material they supply.
Obtain the complete report right here.
1,015 members of the U.S. media answered questions masking the identical spectrum of industry-relevant subjects as final 12 months, together with what they admire most from public relations professionals.
