PRWeek's 2008 Media Survey: State of Transition

Just in case you missed it, there was a terrific survey published by PRWeek/PR Newswire at the end of March. While it is based on US journos, it highlighted the growing numbers of journalists now involved in blogging, and the constant need for new, fresh information to write about.

The report states:

Journalists across all mediums report that they are taking on more work. When asked what has affected their jobs the most over the past few years, 38.2% say they are expected to contribute more to their title's online version. Those extra inches of type, however, result in more opportunities for both journalists and PR pros because stories that don't make the newspaper or magazine can find a home on the Web, explains Dave Armon, COO of PR Newswire.

"[The survey shows] that reporters [are] obviously writing a lot more for online, as well as for the traditional outlets. For a PR person, it [is] very encouraging; the possible hole [for reporters] to fill is much larger now," he says. "So story ideas that don't make it into the [print] publication have a home not only on the online site, but possibly also on the reporter's own blog. And that just makes for a much more vibrant 24-hour news environment for anyone in media relations."

While it is unclear if this trend has hit Australian shores to the same extent, comments made by Walkley Award winning Journo Eric Beecher in our discussions with him earlier in the year, would indicate a similar 'online' wave heading our way.

This media survey also sites a very clear example of the shortening of the news cycle and the increasing demands on journalists which Eric touched on:

Seven years ago, Scott Hensley was a successful newspaper reporter. Working the healthcare beat for The Wall Street Journal, he focused on creating detailed reports for the print edition.

Today, Hensley is the editor of the Journal's Health Blog, a career move he says he couldn't have foreseen just a few years ago.

"I've become a blogger, and I didn't even know what that was a few years ago," he says. "The thing that has changed my life the most is blogging. I start at 7am every day, and it's a rare day when I'm out of [the office] before 5pm. We're a news-driven blog. We post eight to 10 times a day. We try to have three up by 9am; a half-dozen by noon.

"When I was writing for print," he adds, "I wasn't even thinking about what a possible story would be most days by 10am."

Seems with increasing demands on journalists, building and maintaining healthy, productive and newsworthy relationships with them will become more vital than ever.

For more insights, check out the full article here.

Also, let us know if you see an Australian equivalent of this type of survey.

Tracking the media, monitoring the message