PR Biz Update
As published in Bulldog Reporter’s Daily ‘Dog, March 8, 2007
New survey results indicate that journalists almost unanimously rely on well-organized, up-to-date company online newsrooms to get their reporting done—illustrating why it is so important for corporate communicators to utilize online public relations, and to focus initially on an online newsroom, according to the 2007 Online Newsroom Survey, conducted by TEKgroup International.
The annual survey proves that the online newsroom is the preferred method of interaction by journalists. Almost 100% of journalists surveyed stated that their chosen method of receiving information from a company is via an email alert generated by an online newsroom.
Other key findings of the survey:
94% of respondents agree that companies will possess online newsroom in the future
90% said online newsrooms are important or very Important for accessing press releases
73% said online newsrooms are important or very Important for accessing breaking news
71% said online newsrooms are important or very Important for obtaining information on brands
90% said online newsrooms are important or very Important for accessing PR contacts
"Some PR professionals feel that posting a series of PDF files on a site is sufficient, or they spend a lot of time creating blogs," added Steve Momorella, partner and co-founder for TEKgroup, developers of online newsrooms. "However, we find that 92% of journalists surveyed want to be able to search archives, and over 66% of them want to search text only. Alternatively, over 60% of journalists rarely research company blogs."
TEKgroup has conducted the survey since 2004. The research is used to provide new and updated features within the TEKmedia Online Newsroom. Almost 7,000 journalists were polled in 2007 with nearly a 2 percent reply. The survey is available at http://www.tekgroup.com/article_download.cfm?article_id=154.