A recent survey by Waggener Edstrom proves that journalists covering technology are becoming increasingly tired of paper and are starting to prefer that information comes their way by e-mail.
But most noteworthy was that journalists placed general info. that's sent to them via e-mail notches above releases that come by e-mail.
That means that much of what you should do as a media relations exec is provide background info., leads to industry sources and expertise and ideas for story topics. Establishing a good rapport with a journalist can't be siphoned down to inundating them with releases.
Using a 10-point scale, Riley Research Associates - which was contracted by WE to conduct the survey that 740 high-tech reporters responded to - found that the most valued information vehicle is e-mail, which claimed an 8.46 rating. Runners-up were telephone - closing in with 8.21 - and personal interviews, which occupied a 7.93 slice. At the low end of the scale were wire services. (Riley & Associates, 503/222-4179)
Editor's Note: Coming in the Fall to Subsribers: The U.S. All Media E-Mail Directory.