The poll, which asked PRWeek readers: "What are the best PR tools to win the next general election?" received 194 responses, of which 129 chose 'integrated media'.
The next most popular choice was 'social media' with 40 responses, while only 25 people chose 'traditional media.'
The poll was conducted after our news analysis looked at whether this will be the first integrated general election campaign.
While the previous election was dubbed the first 'social media' election, our analysis argued that with a combination of traditional media such as TV debates in conjunction with social media, this may be the first truly integrated election in UK political history.