1. What areas of Web 2.0 are you looking to actively use for your organization or your clients?
Blogs 77.2%
Online video 71.7%
Social media 70.3%
Podcast/vodcasts 58.4%
Webcasts 54.5%
Twitter 44.1%
Video blogs 24.3%
Internet media tours 23.8%
No response/other 3.4%
2. Are you using these tools internally or externally?
Both 52.0%
Externally 42.6%
Internally 4.0%
No response 1.5%
3. How important is it to reach Web influencers as part of your earned media strategy?
Important 39.6%
Somewhat important 30.2%
Extremely important 27.2%
Not important at all 3.0%
4. Which of the following are important to your earned media strategy?
Newspaper Web sites 76.7%
Web media (MSN, Yahoo News, ?About.com, WebMD, etc.) 75.7%
Magazine Web sites 66.8%
TV station Web sites 47.5%
Radio station Web sites 36.1%
None of the above 1.9%
5. What ways do you think online video can be most effective as a communications tool?
Direct to consumer ?communications 60.9%
B2B 20.3%
As an internal/training tool 17.8%
No response 1.0%
6. Are you looking to create the ability to utilize Web 2.0 in-house, or partner with an outside resource?
In-house 53.0%
Work with a consultant to set it up, ?and give me the tools to then ?do it in-house 24.8%
Outside resource 21.8%
No response 0.5%
7. Which of the following did you utilize more this past year than in 2007?
Social media 55.4%
Blogs 52.5%
Online video 48.5%
Podcasts/vodcasts 28.2%
Twitter 26.7%
Webcasts 19.3%
Video blogs 9.4%
Internet media tours 4.5%
No response/other 3.1%
8. Which of the following will you be including in your 2009 communications plans?
Blogs 74.3%
Online video 72.3%
Social media 71.3%
Webcasts 51.5%
Podcasts/vodcasts 49.5%
Twitter 45.0%
Video blogs 28.7%
Internet media tours 21.8%
No response/other 2.5%
9. What will be your most important need for video in 2009?
Online video 27.7%
Viral campaign 21.8%
Corporate communications 13.4%
Targeted placement 7.4%
Earned Web media 6.9%
Webcasts 5.4%
Video blogs 4.5%
Internal communications 3.5%
Earned broadcast media 2.5%
No response/other 6.9%
Source: PR News/DS Simon. Based on 202 responses.
For more on this survey, see the January 5, 2009 issue of PR News.