2011 Online Newsroom Survey

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January 2011 Research Report

Online Newsroom Survey

Copyright © 2011 TEKGROUP

m a r k e t y o u r m e s s a g esm



EMAIL (95.4%)

TEXT (1.4%)

PHONE CALL (1.2%

TWEET (1.7%)

FAX (.3%)

How do you prefer to receive information

from a company/organization?

Important (31.2%) Somewhat Important (12.2%)

Not Important (4.3%)

Very Important (52.3%

How important is it for a company/organization to

have an online newsroom available to the press?

Te na reut o a nationa ure onduted b TEKGROUP Internationa, a eading proider o oninenewroom otware oution or te pubi reation indutr, eem to underore not on te importaneo proiding a robut onine newroom a part o a ompreenie media reation trateg, but inuring teite a te exibiit and untionait journait need to ompete teir work.

Te onine ure - wi peia meaured aeptane, ue, and expetation o working journaittoward orporate/organizationa onine newroom - garnered near 1,500 repone in tree wae rom No. 15 – De 31, 2010.

fINDINGs Of ThE sURvEy INclUDE:

EXEcUTIvE sUMMARy Of REsUlTs

January 2011

Research Report

Online Newsroom Surveym a r k e t y o u r m e s s a g e

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95% o journait tink it omewat important(12%), important (31%), or er important (52%)or a ompan or organization to ae an oninenewroom aaiabe to te pre.

99% o journait a it’ omewat important

(10%), important (33%), or er important (57%)or a ompan to proide ae to new reeaewitin teir onine newroom

98% o journait ureed aid it i omewatimportant (8%), important (24%) or er impor-tant (66%) to nd PR ontat inormation witinan onine newroom.

98% o journait agreed te abiit to earnew arie witin an onine newroom i ome-wat important (11%), important (32%) or erimportant (55%) to teir work.

94% o working journait preer to reeie new,inormation and tor pite rom a ompan iae-mai aert wit pone a (1%) and text me-age (1%) being te eat preerred metod o notiation.

93% o working journait indiate te beieeit i omewat important (13%), important (30%),or er important (50%) or a ompan to proide breaking new and inormation onine.

77% o ure repondent tink it i omewatimportant (32%), important (28%), or er impor-tant (17%) to ae ink to a ompan’ oiamedia ite rom witin te onine newroom.

65% ee te abiit to reeie new ia teir wire-e deie a important to teir work – an inreaeo near 10% rom te 2009 Onine Newroomsure.



for ti etion te reearer ougt to et baeine expetation or onine newroom aeptane and ue.And, not urpriing in toda’ digita media enironment, expetation are undertandab ig.

95% o journait tink it omewat important (12%), important (31%), or er important (52%) or a om-

pan or organization to ae an onine newroom aaiabe to te pre. Moreoer, 28% o working journa-it iit a orporate onine newroom one a week, wit 25% indiating te iit eer da.

Not urpriing, 98% o journait ureed aid it i omewat important (8%), important (24%) or erimportant (66%) to nd PR ontat inormation witin an onine newroom. Wat migt be more teing ite diut wit wi ti impoib impe tak i exeuted in onine newroom aro te web.

ONlINE NEWsROOM EXPEcTATIONs

Visit large company (6%)

online newsrooms only

Visit small-to-medium

sized company (4%)

online newsrooms only

Visit both sized company

online newsrooms (84.9%)

Do not visit company

online newsrooms (5.1%)

Do you visit online newsrooms for small-to-medium sized

companies/organizations, as well as large companies/organizations?


Amot a important a oating PR ontat inorma-tion, 98% o journait agreed te abiit to earnew arie witin an onine newroom i ome-wat important (11%), important (32%) or erimportant (55%) to teir work.

size doe not eem to matter to journait a 85% in-diate te iit onine newroom o bot arge andma organization. And perap oreating a om-ing trend in onine newroom ue b non-journaiteeking orporate inormation and new, near 64%o journait tink an onine newroom oud beaeed b anone, wit 27% aing newroomoud be or media on.

January 2011

Research Report


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for ti etion te reearer were attempting to gauge journait’ expetation or te ditribution o

new and inormation. Te reut point to a trong reiane on e-mai a te preerred metod o new and

pit deier.

94% o working journait preer to reeie new, inormation and tor pite rom a ompan ia e-mai aert wit pone a (1%) and text

meage (1%) being te eat preerred metod o notiation. Reated

to ditribution metod, near 80% o journait a te on want to

get new and inormation tat appie to teir reear or writing.

Journait are united in teir a or breaking new being aaiabe in an onine newroom wit more tan

93% indiating te beiee it i omewat important (13%), important (30%), or er important (50%) or

a ompan to proide ti inormation onine. Journait ao ee te abiit to requet interiew ia a orm

proided witin te onine newroom a omewat important (23%), important (34%) or er important

(30%).

continuing wit te ditribution teme, amot 65% ee te abiit to reeie new ia teir wiree deie

a important to teir work – an inreae o near 10% rom te 2009 Onine Newroom sure. About te

ame perentage rate getting new ia an onine newroom Rss eed a omewat important (35%), impor-

tant (22%), or er important (7%).

DIsTRIBUTION EXPEcTATIONs


Important (20.4%)

Somewhat

Important (33.4%)

Very Important (9%)

How important is it to receive news to a wireless

device from an online newsroom?


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Research Report


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Very Important (56.2%)

Important (26.5%) Somewhat (12%)


How Important is it to access photographs (both high

and low resolution) within an online newsroom?

here te reearer were ooking or journait’ ontent expetation wen te iit a orporate onine

newroom. And, quite rank, te reut were omewat intuitie.

A expeted, amot 99% o journait a it’ omewat important (10%), important (33%), or er impor-

tant (57%) or a ompan to proide ae to new reeae witin teir onine newroom. A bit unexpeted

wa journait’ preerene or new reeae to be organized b tpe o new wit 75% indiating te im-

portane o newroom organization.


cONTENT EXPEcTATIONs


(12%), important (27%), or er important (56%)

to ae ae to potograp – bot web and print

read – witin an onine newroom. Te ao want

ae to produt inormation witin an onine new-

room wit 92% indiating te aaiabiit o u

inormation woud be omewat important (26%),

important (37%) or er important (29%) or teir work.


(27%), important (41%), or er important (26%) to

ae ompan bakground inormation witin an

onine newroom, wit 89% o working journait

aing it’ omewat important (19%), important

(30%), or er important (40%) to ae rii om-

muniation.

Intereting, traditiona journait eem to be ook-

ing or muti-media digita aet in greater number

wen uing te onine newroom wit 63% aing

audio e are omewat important (38%), important

(18%), or er important (7%) to teir writing, and

een more (75%) aing ideo e proide te ame

aue to teir reear work. Tee number rep-

reent an enouraging (7%) improement rom te

2009 tud.

Ti nding i urter upported b te ro-tabua-

tion o repondent identiing temee a Inter-

net new produer (19% o te ure ampe) and

teir rating o te importane o muti-media digita

aet. A u 56% o ti group rate audio and ideo

e aaiabiit in an onine newroom a important

(21%) or er important (35%).

January 2011

Research Report


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Juxtapoed to te muti-media

need o traditiona journait,

amot 77% o ure repondent

tink it i omewat important(32%), important (28%), or er

important (17%) to ae ink

to a ompan’ oia media ite

rom witin te onine newroom.

Ue o orporate bog eem to

be trending upward a we among

ti group wit near 45% o

repondent indiating te oten

(33%) or er oten (11%) iit

te orporate bog wen reear-ing a new tor.

Moreoer, roug 25% o jour-

nait iit a ompan’ fae-

book page wen reearing a

tor – tat’ a 10% inreae rom

te 2009 tud. A imiar inreae

wa noted wit Twitter aeptane

and ue a a oure o new and

inormation wit 40% o journa-

it indiating te woud po-

ib (31%) or denite (9%)

preer to reeie new and inor-

mation ia a time tweet.

sOcIAl MEDIA EXPEcTATIONs


Very Important (16.8%)

Important (27.9%)

Somewhat Important (31.9%)

Not Important (25%)

How important is it to access a page within an online newsroom that

links to all of a company/organization’s social media environment?

No (56.7%)

Don’t know (4.1%)

Yes (8.2%)

Possibly (31%)

Do you want to receive news from a

company/organization’s twitter feed?

January 2011

Research Report


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Te ure ampe wa pre-

dominant print-oriented wit

47% indiating te work in te

newpaper indutr and 29%indiating te work in maga-

zine pubiing. Near 20% o

te ampe indiated te work

onine.

Te arget indutr etor

reported b te ure ampe

were it/metro reporter (8%),

buine reporter (6%), go-

ernment/poiti (6%), teno-og (6%), eatare (5%), and

port (5%).

Gender wa een pit in te

ure ampe between mae

(50.4%) and emae (49.6%).

Te arget age group or te

ure ampe wa 46-55

(28.3%), oowed oe b

te 36-45 group (24.4%). Te

ure ueeded in apturing a

wide range o age group wit

te 26-35 group ompriing 19%

o te ampe, and 56-65 ear-

od apturing 18% o te pie.

surpriing, 63% o te ure

ampe indiated teir genera

Internet experiene and pro-

ien a adaned wit 27%

ooing te “about aerage”

ategor. A u 10% o te

ure ampe rate temee a

tenoog “know-it-a.”

DEMOGRAPhIcs


January 2011

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TEKGROUP Internationa, In. i an award winning Internet otware and erie ompan tat dee-

op onine newroom wit oia media integration, and e-buine otware oution. TEKgroup ient

inude AAA, Aenture, caron hote Wordwide, cIGNA, Detroit lion, ford Motor compan, PRsA,

Prudentia finania, starbuk, vMs, and Wagreen.

About TEKGROUP Internationa, In.


AUTOMOTIvEAAA

Dura Automotie

ford Motor

GKN Drieine

Retone

saeen

vW canada/India

Toota

Jaguar/land Roer

BUsINEssAenture

Adminita

corporate Exeutie Board

fuor

Pa corporation

Paex

Pitne Bowe

vantage hopitait

hEAlTh

Te cidren hopita

cIGNA

cook Media

hIMss

heatNet

Inoa heat

Mar Waington coege

Regene

AGENcIEsAutocom Aoiate

conenu communiation

Deaware Nort

D.s. simon

Newman PR

PcG campbe

Peepe Ink

Ogi

2020 India

fINANcIAlAmeriprie

coneru capita

fGI finane

NexTier Bank

Nortwetern Mutua

smetra finania

vanguard

EDUcATIONDevr Unierit

hAcc

Kent state Unierit

Oxord soo

TRAvElAtanti Reort

forida Ke

Kenned spae center

Rok Reort

vai ReortWeeing Iand

Dine

speiat sport venture

NON-PROfITsAMT

PRsA

New york state Poie

amfAR

AAcE

AcRI

fOOD/BEvERAGEBakin Robbin

Dunkin Donut

starbuk

RETAIlDoar Genera

Kip

lowe’

Mara

TJ Maxx

Wagreen

Digita landing

lIfEsTylEBJcc

Gett image

Birmingam cvB

Mspae

Retaurant.om

sripp Network

Turner

cure

Detroit lion

cBs sport

MilB Nfl

TEchNOlOGyBroade

Datate

Diebod

DRs Tenoogie

MAee

Puget sound

siion lab

sprint

Windtream

lenoo

computer Aoiate

smante India

ADT

January 2011

Research Report


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Documents

2011 Online Newsroom Survey