Thursday, May 01, 2008
Digital coverage takes precedence over print - report
We’ve just conducted a study of 300 senior in-house PR professionals and, among other interesting stats, it has uncovered a tipping point in media focus.
New media channels are set to overtake traditional print and broadcast as the priority targets for PR professionals. It was surprising to find that less than half (49 per cent) of respondents cited traditional print media as their main target for PR, and for one third (32 per cent) it was the last choice. Blogs and social networks have taken precedence for these PROs. This was especially true for people-based businesses such as consultants and system integrators, as well as the computer networking sector.
Also, the PR industry’s commercial importance continues to grow but under-resourcing of in-house teams and relatively static corporate salaries threaten its achievements.
Download a copy of the full Rainier PR Tech PR 2008 report (1MB PDF) and let us know what you think of the findings.
We’ve just conducted a study of 300 senior in-house PR professionals and, among other interesting stats, it has uncovered a tipping point in media focus.New media channels are set to overtake traditional print and broadcast as the priority targets for PR professionals. It was surprising to find that less than half (49 per cent) of respondents cited traditional print media as their main target for PR, and for one third (32 per cent) it was the last choice. Blogs and social networks have taken precedence for these PROs. This was especially true for people-based businesses such as consultants and system integrators, as well as the computer networking sector.
Also, the PR industry’s commercial importance continues to grow but under-resourcing of in-house teams and relatively static corporate salaries threaten its achievements.
Download a copy of the full Rainier PR Tech PR 2008 report (1MB PDF) and let us know what you think of the findings.
Labels: media, PR, social media
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Comments:
Doesn't surprise me. Anyone who doesn't recognise the importance of SEO frankly shouldn't be in a prominent marketing role
# posted by 
: 2:19 PM
: 2:19 PM
I think the results reflect the way priorities are changing for PR's, but I don't think online has precedence over traditional media amongst senior management.
If you offered most CEOs a straight choice between a good hit in the FT or on a prominent blog, at this stage of the game I think most would still go for the print copy.
If you offered most CEOs a straight choice between a good hit in the FT or on a prominent blog, at this stage of the game I think most would still go for the print copy.
# posted by : 3:47 PM
: 3:47 PM
Yeah, but Jason, that's not comparing like with like. You might as well say 'if you offered CEOs a choice between the Leicester Mercury and BBC News Online then most would still go for the online version'.
It's about audiences with offline ones are (broadly) declining while online ones are (broadly) rising.
It's about audiences with offline ones are (broadly) declining while online ones are (broadly) rising.
Wadds - nice work - required reading for anyone involved in tech PR ;-)
Good to see that lack of creativity and failure to understand business needs remain as the prime reasons for changing agency - as they have been since the dawn of time.
Good to see that lack of creativity and failure to understand business needs remain as the prime reasons for changing agency - as they have been since the dawn of time.
As far as I can see (which isn't very far, because I'm not in tech PR and my PR role is pretty traditional) we're still in a very transitional phase.
For PROs to fully engage with Social Media/Social Places we must first embed ourselves totally within that community. So this will involve even deeper specialisation in an area; tech PR could deviate into audio tech PR, or 15-30s audio tech PR (I'm not sure if this already happens...).
We're seeing the evolution of PR, it is no longer acceptable for a PRO to ignore SEO and it's more increasingly common for PR to be a customer service representative (one on one comms with customers or stakeholders).
I might have missed the target with this one...
For PROs to fully engage with Social Media/Social Places we must first embed ourselves totally within that community. So this will involve even deeper specialisation in an area; tech PR could deviate into audio tech PR, or 15-30s audio tech PR (I'm not sure if this already happens...).
We're seeing the evolution of PR, it is no longer acceptable for a PRO to ignore SEO and it's more increasingly common for PR to be a customer service representative (one on one comms with customers or stakeholders).
I might have missed the target with this one...
Was this survey perhaps conducted online? The "methodology" section of your report does not make this clear.
What was the response rate?
What was the response rate?
@dmchodge no it was conducted as one-on-one telephone interviews with UK tech purchasers of tech PR services
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