In the U.K., many journalists think PR pros make poor use of social media

Members of the British media are embracing social media, a new study found. So, why aren’t PR pros reaching out to them on these sites?

Daryl Willcox Publishing contacted 957 journalists this month for its white paper titled, “Journalists and Social Media,” and it found that 75 percent of journalists rate social media as an important professional tool, and 90 percent of them are using it more than they did a year ago.

However, 44 percent of journalists said they believed that PR pros did not make enough use of social media.

Of the methods of interaction, emailed news releases and pitches (98 percent and 73 percent, respectively) were the highest, followed by phone contact (56 percent) and traditional face-to-face events (51 percent). These significantly exceeded contact by social media (the highest being via Twitter, at around 25 percent).

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