Public Relations Trendmonitor: Experience comes first
When identifying the most important media outlets for public relations work, three out of four PR professionals rely on their many years of experience.
When identifying the most important media for press relations, three out of four PR professionals rely on their many years of experience. The circulation and reach indices are also frequently used. More professional tools, on the other hand, are used less frequently. Publishers' media data is only analyzed by one in two, while scientific methods such as Sinus-Millieus are only used by one in ten. Press offices and PR agencies would therefore risk unnecessary wastage that could be avoided by using modern analysis methods. This is shown by the PR Trend Monitor, which was conducted online in February by Dpa subsidiary News Aktuell and Faktenkontor with the participation of 2,800 specialists and managers from press offices and PR agencies. When selecting PR agencies, press offices would primarily check the specialized knowledge and experience of the agencies. Two out of three press officers also look at the list of references. Recommendations from colleagues or industry associations are only taken into consideration by a minority. PR agencies would also rate their performance better than their clients. In terms of soft factors, the agencies scored well across the board. However, the economic benefit and the price-performance ratio were viewed much more critically in terms of the agencies' extraordinary commitment.
The PR Trend Monitor also asked about the actual significance of podcasts for public relations. According to the PR Trend Monitor, podcasting still seems to be a minority topic in the PR industry. A third of those surveyed did not even know that podcasting is the provision of audio and video contributions on the Internet. A further 27 percent thought it was an overrated fashionable topic. 8.6 percent of corporate press offices and 15.4 percent of agencies have already dealt with podcasting. In contrast, 9.8 percent of press offices and 8.8 percent of agencies consider podcasting to be an important innovation, but one that offers few potential applications for PR. For more than a fifth of those surveyed, however, podcasting is an important topic that their own company still has to deal with.
The PR Trend Monitor also asked about the actual significance of podcasts for public relations. According to the PR Trend Monitor, podcasting still seems to be a minority topic in the PR industry. A third of those surveyed did not even know that podcasting is the provision of audio and video contributions on the Internet. A further 27 percent thought it was an overrated fashionable topic. 8.6 percent of corporate press offices and 15.4 percent of agencies have already dealt with podcasting. In contrast, 9.8 percent of press offices and 8.8 percent of agencies consider podcasting to be an important innovation, but one that offers few potential applications for PR. For more than a fifth of those surveyed, however, podcasting is an important topic that their own company still has to deal with.
