The Brinkwire blog

Oriella PR Network reveals surprising journalistic insights

Posted on 16. Sep, 2009 by Andrew in PR

The alliance of communication agencies known as the Oriella PR Network has published its European Digital Journalism Survey for 2009 to show that journalists are relying more on PR efforts.

The full survey is available from Oriella’s dedicated European Digital Journalism Survey site.

Headline stats include that over 50% of journalists said that the economic climate and shift to online resulted in a loss of more than 10% of advertising income.

Nearly 10% of journalists said none of their online content was new; it was all a repetition of offline content where as just over 16% of journalists said all of their online content was new.

Nearly 70% of journalists used Twitter in the UK, twice as many than in Sweden (29%), France (27.2%), Germany (25%) and six times more than Spain (12%).

Around 40% of journalists said that due to the internet and social media that exclusives have become more important, 40% also said they were expected to produce more content but only 35% said that they liked to use blogs to source stories.

Journalists who noted they now had to compete with their readers (via user generated content) amounted to 6.53% of the responses which exactly matched the amount who said the internet has had no impact on their role.

The PR agencies which compose the Oriella PR Network are; Brands2Life (UK), LVT Benelux PR (Belgium and The Netherlands), Ballou PR (France), Clipping-TU (France), Fink & Fuchs Public Relations (Germany), PR-COM (Germany), TT&A (Italy), Canela PR (Spain) and Westmark Information (Sweden).

Tags: journalism, pr agency