Media Contact:
Laura Bennett, President
407-478-4040 / Laura@bennettandco.com

Technology continues to change PR practices

Bennett & Company's annual survey reveals journalists are turning
to social networking

ORLANDO, Fla. (October 15, 2007) - According to Bennett & Company's 25th anniversary survey, 70 percent of journalists say "social network" is the hottest buzzword of the day and 79 percent turn to this medium for help on the job. This year's national survey polled more than 29,000 journalists, with 688 completing 12 questions to provide insight and advice on what's working and what's not.

The survey found that one-in-three journalists are contributing to blogs and many more are finding social networks and blogs to be a valuable resource. "What was once seen as a trend is fast becoming a legitimate way of receiving information and story ideas," says Laura Bennett, president of Bennett & Company, commenting on the findings.

While the evolution of technology continues to effect PR practices (91 percent of journalists prefer to be contacted by email and 70 percent rely heavily on visual attachments) the annual survey also found that age-old truisms - such as the importance of customizing your pitch, eliminating the "fluff" and building relationships - remain the surest way to see your news in print.

Journalists want information from PR firms to be fast, reliable, and direct, confirms Jeff Zbar, marketing columnist from the South Florida Business Journal, "Do not waste your time on polished releases; I would rather receive news/ideas sooner (as simple text in an email) than have you polish the release."

One journalist took it a step further: "Write crisp leads that describe what you're writing about. If I want flowery, I'll go to a florist."

What does this mean for today's PR professionals? "Everything," says Bennett. "Without being dramatic, I think changes in technology have made the public relations function much more important to corporate America; these advances have turned our profession upside down - in a good way. This new three-way conversation takes our messaging from an audience of tens of thousands to an audience of one. It means our skills have more value and we have to be sharper than ever."

Journalists agree. "The line between traditional, old media, and non-traditional means of information delivery, (such as) blogs, is softening and blurring," one respondent offered.

The bottom line for PR professionals: know your contacts, be relevant and efficient and, if you're not already involved in social networking you'd better get on the bullet-train.

About the Bennett & Company Annual Media Survey
Since 1990, Bennett & Company has surveyed members of the media on preferences for receiving information, technological capabilities, and their relationship with PR firms. This year's survey reflects media preferences from an array of journalists and news affiliates nationwide. The survey, reflecting more than 600 media, scopes the preferences of daily and community newspapers, trade publications, consumer magazine writers and television and radio broadcast outlets. Journalists surveyed cover beats from travel, features, fashion, sports and religion to business, real estate, seniors/retirement and philanthropy.

About Bennett & Company
Bennett & Company (www.bennettandco.com) is a top-ranked, Orlando-based, full-service marketing firm specializing in media relations and integrated advertising and marketing campaigns. The firm opened in 1982 in Miami and moved its headquarters to Orlando in 1993. For 25 years, the firm has utilized a distinctive "client-centric" approach, resulting in effective and personalized marketing solutions for a wide range of regional, national and global clients.

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More Media Survey Results
Divide between PR professionals and media is widening, say journalists