The changing face of journalism

A new survey shows just how rapidly traditional journalism is changing, particularly at our nation's newspapers. The old rules of communicating are increasingly irrelevant as both journalism and public viewing habits change. Corporate managers would be wise to use the results to ask tough questions within their organization about how their company is adapting to the changes.

The survey by PRWeek/PR Newswire can be read by clicking here. Some highlights are below:

1. 62% of newspaper journalists anticipating "declines in print circulation and increased focus on the web" over the next three years.

2. 50% of media professionals are now considering a career outside of journalism.

3. 28% of media respondents are blogging for their traditional publication, a 6% increase from 2008.

4. Reporters' use of social media sites, such as Facebook and LinkedIn, increased significantly from 2008. 58% are on Facebook and 51% have a LinkedIn profile, compared with 29% and 32% last year. Twenty-two percent are on Twitter. The number of journalists not participating in social media is now a clear minority, with 23% saying they do not have a social network profile. In 2008, the number was 46%.

5. The majority of journalists responding prefer PR professionals to pitch them by e-mail with 80% listing it as their favored method.