In its second annual PR Media Report, high-tech PR firm Global Results Communications (GRC) surveyed the attitudes of over 1,000 journalists toward public relations and the challenges of an industry in transition. Read about last year’s inaugural report here.
With the battle for reader attention stronger than ever and the media landscape itself continuing its slide toward digital, it’s no surprise that more than three-quarters (78 percent) of journalists surveyed say they rely on information from public relations professionals for news.
However, it’s evident that both the quality and the accuracy need improving: More than half (56 percent) of the respondents say they sometimes receive inaccurate information from PR professionals, according to the findings.
“The success of the relationship between public relations professionals and journalists rests exclusively on the accuracy and newsworthiness of the information we provide,” said Valerie Christopherson, GRC founder and CEO, in a news release. “Therefore, it’s important to periodically take the temperature of our partners in the media; it lets us know what they need more of, what they want less of, and it keeps that relationship functioning at a healthy level.”
“At first glance, it appears not much has changed year over year, with three quarters of respondents stating their reliance on content from PR is the same as in 2021. However, a closer look at the data reveals that demographics are shifting; print is on the decline and broadcast and digital are on the rise,” Christopherson continued. “Journalists are facing more competition than ever, technology is playing a greater role, and responsibilities are shifting. So, it is incumbent upon us in PR to take heed of these changes and adapt accordingly, to better service journalists’ audiences and our clients alike.”
Of the 1,015 respondents to the survey, conducted in 2022, 46 percent hold decision-making roles as editors, with 58 percent possessing more than 20 years of experience, which suggests they’ve been witness to massive changes, corporate mergers, and industry upheaval during their careers. This year’s report also includes key takeaways and notes on how PR professionals can improve their relationships with the media in addition to the quality of content they provide.
1,015 members of the U.S. media answered questions covering the same spectrum of industry-relevant topics as last year, including what they appreciate most from public relations professionals.