Of 749 PR respondents to a survey by Cision UK and Canterbury Christ Church University, 49 per cent said they preferred pitching stories to journalists over the phone.
In comparison the Social Journalism Study 2015, also carried out by the same institutions, found just 23 per cent of journalists (466 respondents) wanted to be phoned by PRs.
"This gap in the way PRs prefer to contact journalists and the way journalists like to be approached needs to be addressed if PR professionals want to maintain positive working relationships with the media," it was noted in the Social PR Study.
Despite 75 per cent of PRs using Facebook, Twitter and LinkedIn on a daily basis, they are not using it to its full potential, the research found, with up to 40 per cent of PRs not responding to queries over social media.
The report continued: "While PRs use social media mostly for promoting and reposting content, the study found that there remain a high number of PR professionals who are not responding to comments, posts and discussions from media and consumers.
"This seriously questions whether PR professionals are implementing the idea of a conversation to its full potential or just using it as a vehicle to promote their existing work."