Journalists Increasingly Turn to PR, Social Networks: Study – Fifty-eight percent of Canadian reporters perceive their workload as heavier than in 2009

In today’s reality of budget cuts, shrinking newsroom staff, and the growing popularity of social media, journalists may be relying on public relations more than ever before, says a new study. Sponsored by PR Newswire and CNW (Canada Newswire), the online survey asked 2,174 journalists, bloggers, and public relations professionals in the United States and Canada to provide insight into the changing media landscape. While journalists are expected to develop timely and abundant content, PR professionals are finding a more receptive audience for their pitches—and more of these pitches are occurring through social media channels. PR professionals offer journalists story ideas and access to subject matter experts with the end goal of promoting their clients through coverage in the media. While journalists admit a slight increase in frequency of interaction with PR professionals, most report there is little change in the frequency of their use of PR professionals. However, just over one-third of PR professionals in both countries say they are receiving more proactive inquiries from journalists than in the past. Although both U.S. and Canadian PR professionals report pitching to bloggers and going directly to consumers more often than two years ago, U.S. practitioners are doing so at the expense of traditional media, whereas Canadian practitioners report a slight increase in pitching to traditional media outlets as well. The survey also showed that journalists are penning more blogs, and more bloggers are characterizing their work as journalism. About half of journalists use Twitter as part of their research, more so in the United States than in Canada


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