HIGH-TECH HEYDAY: Firms to Focus on Technology Staffers
High-tech PR is expected to be a cash cow for PR firms in the next five years, according to a new survey.
The study, based on responses from 62 Pinnacle Worldwide members, reveals that nearly all believe the highest client demand in the near future will be for high-tech PR and related communications.
Pinnacle is a network of international firms and the survey was conducted by Virtusio Public Relations in Manila, Philippines.
The study shows that a majority of PR specialists expect higher revenues because of the increasing need for techno-slanted communications and the healthy economy.
But the survey also shows that meeting these growth opportunities will require that staff and technology capabilities are up to par. Two-thirds of the respondents said that recruiting and maintaining qualified employees will be their highest business priority. (Schenkein/Sherman, 303/292-6655)
PR MUSIC FOR YOUR EARS: Radio Stations Using Press Releases
If your PR efforts are aimed at radio stations, chances are your attempts aren't falling on deaf ears. News Generation, Inc., Bethesda, Md., reports that 84 percent of U.S. radio stations use information from sources other than their networks.
That's based on a study of randomly sampled news, news-talk and all-talk radio stations.
In fact, nearly one-third of the stations surveyed (representing the top-50 media markets) use outside information once or twice a week.
Other findings:
- Nearly 75 percent prefer faxes;
- About 50 percent want to be called for follow-up reasons and only when "absolutely necessary";
- A good time to reach radio journalists is between 9 a.m. and 11 a.m. or after 1 p.m. local time;
- More than 90 percent will conduct telephone interviews; and
- Of those who accept audio news releases, most prefer sound bites over scripted material.
(newsgeneration.com; News Generation, 301/961-4898)
CUSTOMER RELATIONS: Buyers Window Shopping Online
A study by marketing research firm Greenfield Online, Inc. shows that online shopping is cutting into brick and mortar retailing.
The study concludes that 39 percent of those with Internet access report they now go to the store or mall less often.
Juxtaposing brick and mortar shopping versus virtual shopping:
- 63 percent of shoppers still go to their local bookstores, but 64 percent are spending an equal amount of time browsing for availability and researching prices online; and
- 49 percent of consumers rely on the Net to buy software, while 42 percent go to the mall.
(http://www.greenfieldonline.com)