PR News/Medialink Media Relations Planning Survey


1. Please select the description that most closely matches your primary responsibilities:
    Public relations 42.7%
    Marketing 18.9%
    Media relations 17.4%
    Corporate communications 16.0%
    Public affairs 4.7%
    No Response 0.3%

2. Do you exclusively focus on earned media activities in your role?
    No 70.3%
    Yes 29.7%

3. On a scale of 1 to 5, with 5 being most important, rank the following types of media in terms of importance to your overall communications efforts.

(If you answered “Yes” to question 2, please continue with this question. If you answered “No” to question 2, please skip to question 5. Question 3&4 are for respondents who focus exclusively on earned media activities)

   a. Print
       5    45.9%
      No Response 29.1%
       4    13.1%
       3    4.9%
       1    4.7%
       2    2.3%

b. Television
      No Response 30.5%
       1   15.1%
       4   14.8%
       3   14.5%
       5   13.1%
       2   11.9%

c. Radio
    No Response 109 31.7%
      3   21.8%
      1   16.3%
      2   16.3%
      4   11.0%
      5   2.9%

d. Web
    No Response 30.8%
     4   26.2% 
     5   24.7%
     3   9.6% 
     2   5.2%
     1   3.5%

4. Please indicate the estimated percentages of your 2008 budget allocated for each type of media.

(If you answered “Yes” to question 2, please continue with this question. If you answered “No” to question 2, please skip to question 5. Question 3&4 are for respondents who focus exclusively on earned media activities)

a. Print
    No Response   39.5% 
    between 26%-50%   22.1%
    between 51% and 75%   20.1%
    less than 25%   10.2%  
    76% to 100%   5.5%
    0%   2.6%

b. Television
    No Response                 40.7%
    less than 25%                22.7%
    0%                                  19.8%
    between 26%-50%        14.0%
    between 51% and 75%    2.9%

c. Radio
    No Response                 40.4%
    less than 25%                28.5%
    0%                                  17.7%
    between 26%-50%        10.8%
    between 51% and 75%   2.3%
    76% to 100%                   0.3%

d. Web
    No Response                   40.1%
    between 26%-50%         21.5%
    less than 25%                 18.9%
    between 51% and 75%  11.9% 
    0%                                     4.1%
    76% to 100%                     3.5% 

5. On a scale of 1 to 5, with 5 being most important, rank the following media placement tools and techniques in terms of importance to your overall communications efforts.

(Only answer this question if you answered “No” to question 2)

a. News releases (includes text-only or video and multimedia)
    5                   45.1%
    4                   27.6%
    3                   12.5%
    No Response 5.5%
    2                    4.9%
    1                    4.4%

b. Media briefings or interviews (across all media: print, TV, radio or Web)
    5                    32.0%
    4                    29.1%
    3                    16.9%
    2                    10.5%
    1                      6.4%
    No Response  5.2%

c. Media buys (advertisements via print, TV, radio or Web ads)
   1                      30.8%
   3                      20.6%
   2                      20.3%
   4                      14.5%
   5                        7.8%
   No Response    5.8%

d. Sponsorships
    2                    25.6%
    1                    24.4%
    3                    22.1%
    4                    12.2%
    5                      8.4%
    No Response  7.3%

e. Trade show marketing
     1                    32.0%
     2                   20.1%
     3                   18.0%
     4                   14.2%
     5                     8.7%
     No Response 7.0%

6. On a scale of 1 to 5, with 5 being most important, rank the following types of media in terms of importance to your overall communications efforts.

(Only answer this question if you answered “No” to question 2)

a. Print
    5                     56.4%
    4                     20.9%
    No Response 11.3%
    3                       6.4%
    1                       3.5%
    2                       1.5%

b. Television
    1                      23.5%
    3                      18.3%
    4                      17.7%
    2                      14.8%
No Response      12.8%
    5                      12.8%

c. Radio 
    1                      25.3%
    3                      23.3%
    2                      22.1%
No Response      12.5%
    4                      11.3%
    5                        5.5%

d. Web
    5                      35.2%
    4                      29.4%
    3                      13.4%
No Response       11.9%
    2                        7.3%
    1                        2.9%

7. Please indicate the estimated percentages of your 2008 budget allocated for each type of media

(Only answer this question if you answered “No” to question 2)

a. Print 
between 26%-50%          30.5% 
between 51% and 75%   23.8% 
No Response                   20.6% 
less than 25%                  14.5% 
76% to 100%                     7.3% 
0%                                      3.2%

b. Television
0%                                      29.1%
less than 25%                    24.7%
No Response                     23.0%
between 26%-50%            18.0%
between 51% and 75%       4.7%
76% to 100%                       0.6%

c. Radio
less than 25%                    33.7%
0%                                     24.7%
No Response                     23.3%
between 26%-50%           16.3%
between 51% and 75%      2.0%

d. Web
between 26%-50%           27.9%
less than 25%                   26.7%
No Response                    20.9%
between 51% and 75%    13.4%
76% to 100%                      6.4%
0%                                       4.7%

For more on this survey http://www.prnewsonline.com/news/11440.html


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