The Divide Between Journalists and PR Professionals

by Dan Blank on November 11, 2007

A new survey indicates that many journalists do not think very highly of public relations professionals they deal with:

“According to the findings, almost half of journalists generally believe PR people don’t understand their media or the subjects they cover, bespeaking a greater need for media research before pitching or distributing press materials. Indeed, 45% of journalists generally believe that PR professionals are not sufficiently familiar with their media outlets, and 48.8% generally believe that PR pros do not “understand the subjects I cover.”

“Given these complaints, it is small wonder that 48.8% of journalist respondents generally agree that phone calls from PR professionals waste their time. Nor is it surprising that some 38.9% of journalists report general or strong agreement with the statement that “I cannot easily find information I need on corporate websites.”

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