Despite all the advantages of recent technologies, PR practitioners must realize that faxing and emailing aren't likely to replace traditional PR tactics anytime soon.
In fact, a recent survey conducted by a PR and marketing company in Orlando shows that journalists from all walks of life are still generally happier to get their news in the conventional way: by mail.
That finding was part of the "7th Annual Media Survey." According to the study conducted by Bennett & Co. Marketing, 73 percent of editors and reporters at 690 media outlets (including print, TV and radio) said they prefer to receive information by mail. Faxes came in second, claiming a 47 percent share.
In fact, during the seven years the study has been conducted, mail has consistently remained in the 70 or 80 percentile category.
Here's a rundown on how the various categories have ranked in recent years:
- Mail - 1994, 71 percent; 1995, 80 percent; and 1997, 73 percent.
- Faxes - 1994, 30 percent; 1995, 40 percent; and 1997, 47 percent.
- Email - 1997, 15 percent (the only year email was included).
- Phone - 1994, 2 percent; 1995, 11 percent; and 1997, 11 percent.
- Press release wires - 1997, 5 percent (the only year press release wires were included).
- Internet - 1995, 5 percent; and 1997, 3 percent (the only two years the Internet was included).
Personal visits - 1994, 1 percent; 1995, 7 percent; and 1997, 2 percent.
It's important to note here, however, that these findings don't mean email and other new technologies shouldn't be used by PR professionals.
What they mean is that PR execs and account reps should make them part of a fullscales media relations module.
What PR practitioners are going to have decide is what avenue is most effective for getting news to editors, reporters, producers and radio newshounds. (Bennett & Co., 407/4256040)