Newspaper reviews are yesterday's news for three in 10 PR heads

A significant minority of PR agency chiefs and in-house comms directors say the traditional daily newspaper review is no longer necessary, according to a PRCA survey.

Social media: changing media relations?
Social media: changing media relations?

The survey of the PRCA’s Leaders Panel of agency CEOs and in-house comms directors found that 71 per cent expected their staff to review newspapers daily, but 29 per cent said this was no longer necessary in the digital age.

But when it comes to selling in stories to journalists, respondents thought Twitter was far from the best channel of communication.

The phone remains the most popular method, supported by 62 per cent, followed by email, supported by 31 per cent.

Just two per cent of PR leaders stated that someone in their agency/team had been blocked by a journalist for ‘spamming’ over email or social media.

More than half (59 per cent) of PR leaders stated that their agency/in-house team promoted best practice guidelines to its practitioners on standards of conduct when contacting journalists.

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