PR Professionals think press releases are less relevant
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.
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.
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