PR Pros Say Email Still Preferred for Press Releases and
CHICAGO, May 30, 2012 (GLOBE NEWSWIRE) -- More than 80 percent of PR
pros polled in a new survey by Cision and PR News said they use social
media primarily to develop relationships with media and influencers,
build trust and maintain transparency, share current news, or solicit
feedback on products and services.
Only 13 percent said they use social media to proactively pitch story
ideas to journalists and bloggers. Instead, the survey found that email
is still the primary way PR professionals send press releases and story
ideas to the news media. More than 90 percent of the nearly 300
respondents indicated they will distribute the same or a greater number
of news releases via email in the coming year.
The survey also found that more than 85 percent of PR professionals
currently prefer one of the three dominant social media networks as
their preferred means of connecting with the media: Twitter (34.4
percent), Facebook (29.3 percent) and LinkedIn (23.2 percent). Only
13.1 percent named Google+ (4.8 percent), blogs or other social
platforms as their principal vehicle.
"It's no surprise Twitter is emerging as the top choice among PR
professionals for interacting with the media and influencers," said Jay
Krall, Director of Product Strategy for Cision, the leading provider of
PR software, services and tools for the marketing and public relations
industry. "Twitter is immediate, intensely personal and enables
communicators to easily build relationships and engage in real time
with an enormous network of contacts."
The survey also discovered that more than 65 percent of the PR
professionals surveyed carve out dedicated time each week to
identifying influencers in their markets and social networks, with 12.6
percent spending four or more hours, 30.5 percent 2 to 3 hours, and
23.3 percent at least one hour.
Krall said the results document the change under way in the methods
professional communicators use to interact with the media, noting that
the most effective PR pros today "collaborate and converse" with the
media and key market influencers, rather than trying to "pitch" the
media on a particular story. Krall noted this shift toward
relationship-based engagement was behind Cision's decision to launch a
new social community, Seek or Shout, where journalists, professional
communicators, bloggers and other influencers gather to share knowledge
and ideas about stories, news and market trends.
Cision is the leading provider of software, services, and tools to the
public relations and marketing industry. Marketing and PR professionals
use our products to help manage all aspects of their brands -- from
identifying key media and influencers to connecting with audiences;
monitoring traditional and social media; and analyzing outcomes.
Journalists, bloggers, and other influencers use Cision's tools to
research story ideas, track trends, and maintain their public profiles.
Cision is present in Europe, North America and Asia, has partners in
over 125 countries and is quoted on the Nordic Exchange with revenue of
SEK 1.0 billion in 2011. For more information, visit www.cision.com.
For More Information:Andree BeckhamVice President, Marketing & Public
This information was brought to you by Cision http://www.cisionwire.com
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[Image] Cision/PR News Social Media Survey