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 yr’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 info from public relations professionals for information.
Nonetheless, it’s evident that each the standard and the accuracy want enhancing: Greater than half (56 %) of the respondents say they often obtain inaccurate info from PR professionals, in accordance with the findings.
“The success of the connection between public relations professionals and journalists rests solely on the accuracy and newsworthiness of the knowledge we offer,” mentioned Valerie Christopherson, GRC founder and CEO, in a information launch. “Due to this fact, it’s vital 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 stage.”
“At first look, it seems not a lot has modified yr over yr, with three quarters of respondents stating their reliance on content material from PR is identical as in 2021. Nonetheless, a more in-depth take 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 dealing with extra competitors than ever, expertise is enjoying a better position, and obligations 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 purchasers 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 huge modifications, company mergers, and {industry} upheaval throughout their careers. This yr’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 overlaying the identical spectrum of industry-relevant matters as final yr, together with what they respect most from public relations professionals.
