Oriella PR Network survey finds journalists increasingly rely on PR

The Oriella PR Network European Digital Journalism Survey 2009 has found that the digital revolution in the media has created more opportunities for PR professionals.

Brands2Life co-founder: Giles Fraser
Brands2Life co-founder: Giles Fraser

The survey results indicate that journalists have become more dependent on PR content owing to increased content requirements for online. Of the 354 journalists that were polled for the survey, 40 per cent said they were expected to produce more content and almost 29 per cent had less time to research stories in person.

The poll also found that many of the journalists surveyed said that the impact of digital had changed journalism for the better. Nearly 40 per cent of respondents said that the quality of their organisation's journalism was 'better' or 'much better' than before and only 20 per cent felt it had declined.

Brands2Life co-founder Giles Fraser said: 'The recession has accelerated the digital revolution within the media. The role of online media is being found to be increasingly important.'

The survey also found that UK journalists are ahead of the Twitter curve with almost 70 per cent of those polled claiming to use the social networking site professionally.

The Oriella PR Network is an alliance of international communications agencies formed by Brands2Life and the Horn Group.

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