PR Sherpa: But What Have You Done for Journalists Lately?

The results from Bennett & Company's 14th Annual Media Survey will leave you no less conflicted than normal about how and why editors, reporters et al. pick and choose
stories they choose to cover. The survey, released last month, took the pulse of more than 400 print and broadcast reporters whose beats runs the gamut: business, entertainment,
real estate, features, fashion, sports and religion. Bennet tracked opinions from journalists working for some of the top media outlets, including ABC, CBS, NBC, Better Homes
& Gardens, the Los Angeles Times and USAToday. Although the majority of journalists (61%) said do not feel PR firms are getting more credible, 39% do, an 11% increase from
2002. Many miles to go, but it's a start.