Digital coverage takes precedence over print - report

We’ve just conducted a study of 300 senior in-house PR professionals and, among other interesting stats, it has uncovered a tipping point in media focus.

New media channels are set to overtake traditional print and broadcast as the priority targets for PR professionals. It was surprising to find that less than half (49 per cent) of respondents cited traditional print media as their main target for PR, and for one third (32 per cent) it was the last choice. Blogs and social networks have taken precedence for these PROs. This was especially true for people-based businesses such as consultants and system integrators, as well as the computer networking sector.

Also, the PR industry’s commercial importance continues to grow but under-resourcing of in-house teams and relatively static corporate salaries threaten its achievements.

Download a copy of the full Rainier PR Tech PR 2008 report (1MB PDF) and let us know what you think of the findings.

Also posted on www.rainierpr.co.uk