According to a survey by London PR firm Parker Wayne & Kent, 53% of PR people find print coverage more valuable than online.
With just 105 respondents the results are not representative of the PR community as a whole, and if they are, clients should be frightened.
In a look at the results, Gordon Macmillan points out that 64% of PRs “believe” their stakeholders prefer print coverage, and ponders if they have bothered to ask them. Good point. The diminishing value of what I call “locked content” can be explained pretty easily, and changes to both NYTimes.com and WSJ.com in recent history show the big media players get it.
If you can’t share it, comment on it, add to it, or socialize it, then you have no word of mouth. Or dare I use the dreaded: buzz!
The PDF of the results tables can be found here.