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REPORT: Journalists and Social Media 2011

Please read our short version of the report Journalists and Social Media 2011. [Download report]

At times when the information is more precious than gold, when every minute or even second may determine the priority of the news, social media will be treated as the cheapest media center for generating new ideas. It will be a natural process. After all, the journalists are already there. Nature loves equilibrium – PR specialists will soon join the journalists. PR is characterized by unique competences, which predispose it to operate in the area of social media. One of them is the ability to manage crisis situations and develop crisis prevention measures. This ability makes PR firms more efficient and more reliable partners in terms of communications.

The question remains, which agency is more effective. The one which only plans to do it or the one which is already there for quite a long time?

Mariusz Pleban, president of Multi Communications, Warsaw, Poland

"Multi Communications has realized a very helpful study on how journalists in Poland use and see social media. It reflects that journalists especially focus on blogs (followed by Facebook, Wikipedia and Youtube) as they find them attractive and inspiring – although not always reliable. It would not be a surprise if this study in Germany showed similar results. This study underlines in any case that it is worth it to use social media channels as well to spread product or corporate news."

Uwe Schmidt is CEO and Co-Owner of Industrie-Contact AG (IC) in Germany's media capital Hamburg. IC is a member of the Public Relations Global Network (PRGN).