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PR Professionals think press releases are less relevant

Rob van den Braak/23/10/2015/Marketing/Advertising, Publishing

PR professionals, and to a lesser extent journalists, think that traditional PR tools such as press releases are less relevant these days. Organisations are contacted less often for fact checking. News is published and shared faster and more often online. Not just by journalists, but also by consumers and professionals in various fields. User generated content such as photos, videos and tweets will be increasingly popular says about 77% of international media professionals.

Dutch journalists think that social media messages are a trustworthy source of information. Last year journalists were reluctant (35%), but now 60% of journalists see social media as their most important source of information. Dutch PR professionals are sceptical. Only 39% sees social media as a trustworthy source, down from 43% last year.

These are the results from the annual Social Media Impact survey (#SMING15) by ING, held amongst an international group of journalists and PR professionals. A total of 1000 media professionals were surveyed in the Netherlands, Germany, the USA and the UK.

Despite their scepticism regarding social media nearly 60% of PR professionals say they would not be able to work without them.
63% of Dutch media professionals says that the rise of social media has been at the cost of traditional media channels.

(bron communicatieonline)

Rob van den Braak

Printer’s devil (1964), phototypesetter, offsetprinter, teacher of graphic techniques, salesmanager, productmanager, trade journalist, founder of BlokBoek e-zine (2011). But above all husband, father, friend and lover of life in southern Spain (since 2010).