A new survey claims that most PR people professionals still favour offline media coverage over digital despite recent consumer research identifying online as the more influential medium.
More than half, or 53%, see it as more valuable, but the real story is that it's their clients who are still deeply attached to print. Apparently nearly two-thirds or 64% of PRs believe their stakeholders prefer print coverage more than online, television or radio and more than half or 53% believe their stakeholders are more influenced by print coverage than television, online or radio.
I like that "believe" when it comes to their clients. I mean don't they ask? Apparently not according to the Parker, Wayne & Kent survey. It seems to be all about the permanence of print. The fact you can hold it in your hand and turn the page (maybe they never heard to the printer?).
If you ask journalists about the decline of print you might get one answer, but PRs are firmly of the opinion that offline coverage is still highly relevant with only 11.7% seeing it becoming less relevant to PR campaigns.
Parker, Wayne & Kent's results seem to conflict with a recent report by PR company Fleishman-Hillard which said that online is eight times as influential as traditional print media and twice as influential as TV.
I find the results of the survey really surprising. I mean I know I would, but the numbers in this survey are very highly slanted towards offline.
Does it mean PR people should be selling online more to their clients to get across the influence of the medium in relation to print? Or does it mean that clients have a lot of catching up to do?
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Gordon Macmillan
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