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.
Tip Sheet: Study Gauges Media’s Perception of PR’s Value & Suggests Room for Improvement
You might also be interested in:
- 6 Steps to Help Coordinate a Crisis Response in a Large Corporation
- How to Use Social and Traditional Media to Promote Your White Paper
- Tips and Tricks to Use Facebook's New Live Video Feature to Boost Brand Engagement
- A Job for Communicators: Just 47% of Workers Receive Diversity Training
- 6 Tips to Gain Employee and Stakeholder Buy-In for CSR Success