PRN/PRWeek Survey: 80% of Media List Email as Preferred Pitch Method

PRWeek and PRNewsire today released their annual “2009 PRWeek/PR Newswire Media Survey,” the results of which indicated that the “media profession remains turbulent,” among other findings.
On that note, “20% of media professionals report increased responsibilities outside of their official duties, with 70% of respondents indicating a heavier workload this year than last.”
Additional findings include:

Fifty six percent of print magazine professionals suggested that there is a “slight to heavy” influence of advertising on editorial content.
The number of journalists not participating in social media is now a clear minority, with 23% saying they do not have a social network profile. In 2008, the number was 46%.
only 7% of respondents said they would prefer not to be contacted by PR pros at all

The survey polled 2,174 traditional and non-traditional media, including newspaper and magazine journalists, television, radio and online reporters, and bloggers. Said PRWeek editor-in-chief Keith O’Brien in a statement, “It is very apparent that journalists feel the need to break more stories on a variety of mediums than ever before…There is a great opportunity for PR professionals to utilize these multiplying avenues to increase coverage of their clients. But this also means it’s even more imperative for PR pros to carefully consider the needs and schedules of the reporters and bloggers that they plan to pitch.” Read the full report here.