A new survey by the Oriella PR Network, an alliance of 15 PR agencies around the world, reveals a number of interesting data points regarding how digital media has changed the nature of news-gathering.
The survey, completed in May and June 2010, included 750 journalists in 15 countries. Over fifty per cent of the journalists surveyed believe their titles will shift to online-only.
But despite the rapidly changing landscape and talk of the death of the press release, “traditional” tactics such as an emailed press release are still effective. 75% of respondents said that an emailed press release is useful to receive from PR professionals, assuming the content is “high quality and well targeted.”