Just when you think social media is just useful for brand marketers and advertisers, a survey by Daryl Willcox Publishing reveals that more than three-quarters of UK journalists rate social media as a relevant tool in their field and acknowledges their increasing use of it. The survey also shows that almost all (90%) of the surveyed journalists use social media now more than they did a year ago.
The article also notes that despite the new channels available, the majority of news dissemination by PR professionals are done by via e-mail (98%). Traditional pitches (71%), phone contact (53%), and face-to-face interaction (51%) were still far more used by PR professionals than social media channels. Among the social media channels available, Twitter ranked highest with 29% usage.
Financial Times interactive producer Martin Stabe was quoted saying that “by joining journalists as active participants in their clients’ industries’ online communities, PR professionals can forge stronger relationships with influential members of those networks.” The report also noted that the “PR community needs to respond to the changing work practices of journalists.”
