Despite recent calls by senior journalists for PROs to use these media-rich releases including soundbites, videos and graphs, 85 per cent of the 100-plus journalists surveyed by Rainier PR had not heard of SMNRs.

This survey follows continued debate in the PR industry as to whether the traditional press release can survive in its current form.

Last year, 75 per cent of journalists surveyed by Glide Technologies, including top staffers at The Daily Telegraph and other nationals, said they would prefer to receive releases including attachments such as high-resolution images (PRWeek, 18 July 2007).

'Although our survey does not dismiss SMNRs outright, it is obvious that UK journalists are not quite ready for it just yet,' said Rainier MD Stephen Waddington.