Facts – Public Relations



FACT: Where mothers turn for advice and insight concerning purchases: 72% of mothers trust what they read on a brand/product website; 68% trust what others write on Facebook; 68% trust what they read in news articles (survey conducted by Mom-entum and SheSpeaks; Advertising Age, 6/21/11).

FACT: 74% of all journalists want story ideas pitched to them via e-mail (2010 PR Week/PR Newswire Media Survey, 4/1/10).

FACT: "91% of bloggers and 68% of online reporters 'always' or 'sometimes' use blogs for research; yet only 35% of newspaper and 38% of print magazine journalists suggested the same" (2010 PR Week/PR Newswire Media Survey, 4/1/10).

FACT: 33% of all journalists "always" or "sometimes" use social networks for research (48% of bloggers said this, 31% of newspaper reporters, and 27% of print-magazine reporters) 2010 PR Week/PR Newswire Media Survey, 4/1/10.

FACT: 64% of bloggers "always" or "sometimes" use Twitter for research, yet only 19% of newspaper reporters and 17% of print-magazine reporters said the same (2010 PR Week/PR Newswire Media Survey, 4/1/10).

FACT: 52% of bloggers now view themselves as journalists. "This is a marked increase from 2009 when just one in three had the same opinion. Yet, despite viewing themselves as professional, only 20% derive the majority of their income from their blog work; a 4% increase from 2009" (2010 PR Week/PR Newswire Media Survey, 4/1/10).

FACT: 79% of the Fortune Global 100 companies are using at least one of the most popular social media platforms (Twitter, Facebook, YouTube and corporate blogs) to actively engage with customers, prospects, investors and other stakeholders (Burson-Marsteller study of the top 100 companies of the 2009 Fortune Global 500 companies, 2/23/10).

FACT: “Since 2007 at least 75 registered lobbyists, public relations representatives and corporate officials — people paid by companies and trade groups to manage their public image and promote their financial and political interests — have appeared on MSNBC, Fox News, CNN, CNBC and Fox Business Network with no disclosure of the corporate interests that had paid them. Many have been regulars on more than one of the cable networks, turning in dozens — and in some cases hundreds — of appearances” (four-month study by reporters from The Nation; The Nation, 2/11/10).

FACT: It costs $15,000 for a one-year subscription to the new Dow Jones Media Relations Manager (a database of contact information and professional profiles for more than one million journalists and bloggers); 2010.

FACT: The importance of image: Changes in a company's earnings, sales and other investing fundamentals account for just 30% of explainable moves in stock prices. The other 70% is attributable to marketing and publicity efforts, as well as bad press and negative reviews (University of Michigan study; Seattle Times, 9/27/09).

FACT: Of the thousands of press releases transmitted via PR Newswire between April 1, 2008, and June 30, 2008, a little more than half (55%) were used in news stories. Only 43% of those transmitted via Marketwire were picked up by the media, 38% for Business Wire and 37% for PrimeNewswire (study performed by Diagnostics Plus for PR Newswire, 9/23/08).

FACT: Hiring a full-service public relations firm can easily cost even a small company $30,000 per year (Wall St. Journal, 8/14/07).

FACT: All of the major TV studios spend between $800,000 and $1.5 million to woo TV writers (dinner, entertainment, swag, etc.) every January and July, hoping to get positive press coverage of their upcoming shows. It's much less expensive for TV networks to wine, dine and entertain bloggers than mainstream media writers, and the resulting press coverage is often far more positive (Wall St. Journal, 5/15/07).

FACT: Craig Crossman, a syndicated technology newspaper columnist for McClatchy-Tribune, says he receives about 14,000 unsolicited e-mails every day — most of which are from PR firms and businesses that "want me to write about their product or service" (Seattle Times, 3/19/07).

FACT: PR firms are hiring blog-monitoring services to monitor blogs for mention of their clients. These services typically charge big companies $30,000 to $100,000 a year (Wall St. Journal, 6/23/05).

FACT: A mention on NBC's Today show has an estimated publicity value of $250,000 (Wall St. Journal, 4/05).

FACT: A mention on a local news show has an estimated publicity value of $200 to $2,000 (Wall St. Journal, 4/05).

FACT: When researching a breaking story or a feature, the fist stop for more than 85% of working journalists is the corporate Web site of the companies involved (Ninth annual Middleburg/Ross Survey of Media Professionals, 2002).

FACT: The media ranks "industry leaders" as the most sought-after sources for news/comments; CEOs and corporate spokespeople rank second; industry analysts and academics rank third (Ninth annual Middleburg/Ross Survey of Media Professionals, 2002).

FACT: The media ranks academics, readers and consumers as the most trustworthy sources of news/comments; industry analysts rank second; CEOs, CFOs and spokespeople rank third (Ninth annual Middleburg/Ross Survey of Media Professionals, 2002).

FACT: Red wine sales surged following the nationwide media coverage of a Harvard Medical School study showing that daily doses of red wine may slow the aging process. The story broke in November, 2006. In the 20-week period that followed, sales growth of red wine outpaced the rest of the wine category by 40% (Neilsen Company 2006 Beverage Alcohol Annual Review).

FACT: The Seattle Times receives about 100 letters to the editor per day. The first wave of letters about a subject take the most obvious position. Successive waves break into factions. Letter campaigns are pretty easily spotted, because they make the same point and use the same phrasing (Seattle Times, 4/25/04).


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