21st Century Journalism & Public Relations

21st Century Journalism & Public Relations
Online Public Relations Word Cloud

Journalism and public relations have evolved online in a big way. Never has a digital PR strategy and execution been more important to realizing visibility.

public relations online
The Practice of Media Relations has Change.
Have You Changed With It?

The following infographic was created by BusinessWire to highlight 21st Century Journalism and Public relations. The information contained in this infographic is the results of BusinessWire original research conducted by surveying 300 media professionals from North America .

As you can see the results outlined in the Infographic below, journalism and the role of public relations is evolving with media in the 21st Century.

21st Century Journalism & Public Relations

Journalism and PR Have Gone Online

We agree with the BusinessWire conclusion that “Clearly, the Internet has Changed Journalism and PR has evolved with it

This statements and the results taht follow are not surprising given that the survey skewed heavily (44%) towards bloggers, with participation from traditional media such as magazines (28%), newspapers (16%), radio (2%) and TV (1%) lagging.

Within online, success evaluation criteria include page views (53%) , sharing (42%), unique visits (40%) and comments (24%) demonstrating that the definition of success if also evolving.

Press Releases Still Matter

As highlighted by the statement that

“62% of respondents used a press release within the last 24 hours”

Journalists are always on the lookout for more content. To be successful, public relations professionals need to provide reporters the kind of content they want to successfully obtain coverage online and in traditional media.

Preferred Content Types

What types of content do reporters  prefer to see in press releases that they use to perform their jobs?

  • Breaking news (77%)
  • Supporting facts (70%)
  • Story angels (66%)
  • Quotable sources (52%)
  • Company background (50%
  • Trending topics (49%)
  • Supporting multimedia (29%)

Multimedia Formats Preferred by Reporters

The following multimedia formats are preferred by reporters:

  • Photographs (73%)
  • Graphics (43%)
  • Infographics  – like the one above (32%)
  • Video (27%)

Preferred Research Sources

Where do reporters conduct their research?

  • Company website (92%)
  • Companies online newsroom (77%)
  • Social media (42%)
  • Spokes people (42%)
  • Blogs (34%)
  • Wikipedia (32%)


Like almost every other aspects of our businesses and lives, 21st century journalism and public relations has evolved to become much more focused and reliant on online media.

If you are a business marketing yourself online, your public relations strategy should consider the content types, formats and sources preferred by media professionals covering your market and industry.

If you are an aspiring reporter, then building the skills around online research and distribution have never been more important.

More Information

For More information, checkout the

Practice of Media Relations has Changed; Have You Changed With It?2014 Business Wire Media Survey Results


Want Help Developing and Executing Your Online PR Strategy?

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Rick Noel is an experienced digital marketer enabling businesses and organizations to grow through the Internet, while maximizing marketing ROI (Return On Investment). Rick is the CEO and Co-Founder of eBiz ROI, Inc., a full-service digital marketing agency located in Ballston Lake, NY.

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