While television still remains to be the leading news source, you will notice a steady decline as shown in the Pew Research Center graph located to the right.
As the Internet continues to rise as a leading news source among consumers, it’s important from a PR perspective for organizations to keep in the mind the possibilities that exist for reaching audiences and sharing news via the Internet.
Given the widespread adoption of broadband in the home and the continued shift online print publications and newspapers are pursuing (read our past blog entry here), the survey results come at no surprise.
First, news online is now more mainstream than newspapers. A positive print article
about your organization in the New York Times will still earn high recognition, however, an article appearing in the New York Times online has the potential for reprints, pick-up and user comments -providing you with insight from readers.
Second, online outlets provide more flexibility for time. Online journalists are more likely to cover breaking news as it happens versus long-lead publications that often work 30 to 90 days in advance.
Third, the Internet has opened the door to blogs and social networking -creating even more ways for organizations to share news and connect directly with their customers. Many blogs that attract the masses (Tech Crunch, Digital Duo, mocoNews) also receive article reprints in newspapers such as Wall Street Journal, New York Times and the Washington Post.
As you evaluate the best medium to share information about your organization, keep in mind the mainstream reach of the Internet and the possibilities for reaching your target audience.