Tip Sheet: Study Gauges Media’s Perception of PR’s Value & Suggests Room for Improvement


By Larry Parnell A newly released national study of 12,000 editors and reporters holds some surprises and reaffirms conventional wisdom on the relationship between public relations professionals and the news media. It also challenges us as PR professionals to "listen to the customer" to improve our results. The study, conducted by Cision in conjunction with The George Washington University Masters in Strategic Public Relations program, received 745 responses to a series of questions covering preferred sources and principal contacts for story ideas and how journalists prefer to be approached by PR people. The respondents represented all major media, including newsmagazines, newspapers, Internet-based and the broadcast media (for more on the study's findings, see "Charting the Industry" on page 2). The results lead to strong agreement on a number of key issues.

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