According to a survey by most PR people prefer printed media coverage rather than online and this despite the fact that research identifies online as being the preferred medium.
The survey by Parker Wayne and Kent found that
More than half (52.9 per cent) of PR professionals believe that offline.
media coverage is more valuable than online media coverage.
- Nearly two-thirds (63.8 per cent) of PR professionals believe their
stakeholders refer to print coverage more than online, television or
- More than half (52.9 per cent) of PR professionals believe their
stakeholders are more influenced by print coverage than television,
online or radio.
- More than one in 10 (11.7 per cent) PR professionals believe offline
coverage is becoming less relevant to PR campaigns
Brand Republic asks therefore
Does it mean PR people should be selling online more to their clients to get across the influence of the medium in relation to print? Or does it mean that clients have a lot of catching up to do?