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60% of journalists now depend more on PR

Posted by Danny Whatmough on 29th June 2010

Some fascinating research out this week from PR Moment and Daryl Wilcox Publishing sheds light on the pressures and stress journalists now have to deal with and also how their relationship with PR has changed because of this.

The survey asked a broad spread of journalists to comment on the pressures they now found themselves under, with the vast majority saying the need to produce content for multiple channels has shortened the news cycle. Over 80% said they cannot offer the same level of insight as they would have been able to previously, but on the flipside, nearly 60% said they now depend more on PR support.

This merely confirms what many PRs will tell you based on their own dealings with journalists. It means it is even more important than ever for PR agencies and brands to produce great newsworthy content (targeted at relevant journalists) in a format that is helpful, useful and interesting for journalists.

Danny Whatmough