Only 27 per cent of the journalists interviewed by the polling organisation in November last year said that press relations was one of the most important factors that helped them to decide about a company.
Thirty-three per cent said that communications and information provided were important factors, a 14 per cent drop on the previous year.
Ninety-one per cent of financial and business reporters interviewed said that financial performance was an important factor, while 82 per cent said management.
Eleven per cent more journalists than in 2002 said that corporate strategy was one of the most important things they considered when thinking about companies.
The number of journalists that said the quality of a company’s products and services were important in influencing their judgement also increased by 11 per cent.