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Transcript of 2011 Online Newsroom Survey
8/6/2019 2011 Online Newsroom Survey
http://slidepdf.com/reader/full/2011-online-newsroom-survey 1/8
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
8/6/2019 2011 Online Newsroom Survey
http://slidepdf.com/reader/full/2011-online-newsroom-survey 2/8
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
sm
Copyright © 2011 TEKGROUP
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.
8/6/2019 2011 Online Newsroom Survey
http://slidepdf.com/reader/full/2011-online-newsroom-survey 3/8
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?
Copyright © 2011 TEKGROUP
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
Online Newsroom Surveym a r k e t y o u r m e s s a g e
sm
8/6/2019 2011 Online Newsroom Survey
http://slidepdf.com/reader/full/2011-online-newsroom-survey 4/8
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
Not Important (37.2%)
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?
Copyright © 2011 TEKGROUP
January 2011
Research Report
Online Newsroom Surveym a r k e t y o u r m e s s a g e
sm
8/6/2019 2011 Online Newsroom Survey
http://slidepdf.com/reader/full/2011-online-newsroom-survey 5/8
Very Important (56.2%)
Important (26.5%) Somewhat (12%)
Not Important (5.4%)
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.
Copyright © 2011 TEKGROUP
cONTENT EXPEcTATIONs
95% o journait a it’ omewat important
(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.
93% o journait a it’ omewat important
(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
Online Newsroom Surveym a r k e t y o u r m e s s a g e
sm
8/6/2019 2011 Online Newsroom Survey
http://slidepdf.com/reader/full/2011-online-newsroom-survey 6/8
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
Copyright © 2011 TEKGROUP
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
Online Newsroom Surveym a r k e t y o u r m e s s a g e
sm
8/6/2019 2011 Online Newsroom Survey
http://slidepdf.com/reader/full/2011-online-newsroom-survey 7/8
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
Copyright © 2011 TEKGROUP
January 2011
Research Report
Online Newsroom Surveym a r k e t y o u r m e s s a g e
sm
8/6/2019 2011 Online Newsroom Survey
http://slidepdf.com/reader/full/2011-online-newsroom-survey 8/8
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.
Copyright © 2011 TEKGROUP
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
Online Newsroom Surveym a r k e t y o u r m e s s a g e
sm