TVNewser AgencySpy TVSpy LostRemote FishbowlNY FishbowlDC SocialTimes AllFacebook 10,000 Words GalleyCat UnBeige MediaJobsDaily

Survey: 75% of Journalists Find ‘Targeted’ Press Releases Useful

oriella - press release -content.bmp

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.”


In regards to mobile, more publications offer a mobile version in the U.S. (38%) than in any other country. Germany, Spain and Italy came in at approximately 30% and the U.K. came in at 26%.

oriella mobile.bmp

And, despite the financial challenges at many publications, 49% of journalists surveyed said they enjoy their jobs “just the same” over the past two years, and 24% said they “enjoy it more.”

That’s not to say that journalists aren’t concerned about the future of the profession. 43% said editorial quality will erode due to lack of resources, and 41% said online media is still “far from profitable business models.”

[Disclosure: This PRNewser previously worked for Oriella PR Network agency Horn Group.]

Mediabistro Course

Presentation Writing: Design and Delivery

Presentation Writing: Design and DeliveryLearn how to use storytelling techniques and visual content to create and deliver successful pitches and presentations! Starting August 6, Amanda Pacitti, the manager of learning at Time Inc., will teach you the best practices for presentations, from using software like Prezi and Powerpoint, to writing your script, and using images, audio, and video to drive your points. Register now!