menu
Weekly Online Magazine
ISSN 2544-5839
zamknij
Media Review

12.11.2011 Skills and knowledge

Traditional Media Still Plays a Key Role in PR

Flor Calveiro

The latest trend research from Worldcom PR Group EMEA has shown that, despite the growing importance of social media, the position of "traditional" media remains steadfast and continues to play a key role in public relations activities.

Poczytaj artykuł wydanie polskie w wydaniu polskim

The Worldcom Public Relations Group has announced the results of its study on PR trends in Europe. The findings revealed certain similarities across European countries, particularly in recognizing newspapers as a key medium. Other important media identified include newswire services, magazines, radio and television, and blogs. The role of blogs is especially notable, even surpassing print media in the positioning of fashion brands and cosmetic products online.

When launching a new client, the most popular PR actions are one-to-one meetings with journalists and press breakfasts or lunches with a select group of journalists. European differences were noted in the execution of these events. Southern European companies prefer single-city conferences and are generally not in favor of large-scale events. In Eastern Europe, however, mass conferences across multiple cities are common. Central Europe places a high value on direct meetings with journalists, while Northern Europe favors press breakfasts and lunches.

On a European level, journalists show the most interest in events and conferences related to consumer goods, with pharmaceutical events attracting the least interest. Worldcom’s research also highlighted substantial regional differences in topic interest. For instance, organizing a "technology" conference in Southern or Eastern Europe is likely to attract more journalists than if it were held in Northern or Central Europe.


Additionally, Central European journalists are the most selective about attending out-of-town conferences, only participating if the topic is highly relevant and travel costs are covered (compared to Northern Europe, where 40 percent of journalists would attend even if covering their own travel expenses). Worldcom members also believe that foreign press releases should be translated into the local language. Portuguese media are an exception to this, preferring press releases from Brazil in English rather than Brazilian Portuguese.

Nearly 30 percent of Worldcom members view Facebook as an effective tool for B2B campaigns. This practice is particularly popular in Eastern Europe, with 75 percent of firms in the area recommending it. In Northern Europe, Facebook is not used at all for business communication. Furthermore, most partners (70.6 percent) noted that Twitter is not a widely used tool, with less than 25 percent of journalists utilizing it.

The study’s findings are quite fascinating, as they reveal common trends within Europe’s PR industry while also highlighting essential differences. When conducting PR activities, it’s important to remember that each country has unique characteristics that make it distinct. Consequently, the same actions might be carried out very differently abroad, stated Imma Folch, Worldcom EMEA’s marketing director. “The research shows just how adaptable the PR market must be. There is no room in this industry for applying standard approaches that fail to meet the needs and expectations of the market,” added Anna Garwolińska, President of Glaubicz Garwolińska Consultants. “Working on an international and cross-cultural level requires understanding the local market to spare both the company and its client any potential faux pas.”


***
The study was conducted in December 2010 among 17 agencies from Central Europe (Germany, the Netherlands, Switzerland, and Austria), Eastern Europe (Czech Republic, Lithuania, Poland, Russia, Slovenia, and Turkey), Northern Europe (Denmark, Finland, the United Kingdom), and Southern Europe (France, Italy, Spain, and Portugal). Its aim was to identify regional differences and analyze media trends in Europe across the following sectors: tourism, public affairs, pharmaceuticals, IT, technology and electronics, health, fashion and cosmetics, food and beverages, and consumer goods.

Share the article:

dodaj na Facebook prześlij przez Messenger dodaj na Twitter dodaj na LinkedIn

COMMERCIAL BREAK
Work In Media

New articles in section Skills and knowledge

How LLMs are reshaping SEO. Smart content strategies for the age of AI

BDw
For years, SEO was a fairly predictable game. Pick the right keywords, optimize your content, and watch your website climb the rankings. But today, a silent revolution is underway - and it`s being led by large language models (LLMs) like ChatGPT, Claude, Gemini, and DeepSeek.

Chronemics, or The Language of Time. What Your Watch Says About You

Bartłomiej Dwornik
You walk in on time, glance at your watch, wait five minutes, then leave. Someone else is thirty minutes late and acts like they had to wait for you. Time in communication is a tool, a weapon, and a status marker. Welcome to the world of chronemics. The study of how time affects human relationships.

Preschoolers Expose Hypocrites. Findings from SWPS University

ekr/ bar/
Even preschool children are able to recognize hypocrites, whom they rate worse than other people who break the rules, researchers from SWPS University in Poland demonstrate. Caregivers should therefore pay attention to whether their actions are consistent with their declarations, because children are careful observers of moral integrity.


See articles on a similar topic:

Max Weber's Theory of Political Sociology

Krzysztof Dowgird
Max Weber, a German sociologist who lived from 1864 to 1920, was undoubtedly the greatest non-Marxist sociologist of political relations. He had a tremendous and enduring impact on many branches of social sciences, including the sociology of political relations.

Sarcasm in Communication. A Study by INSEAD Researchers

Krzysztof Fiedorek
Sarcasm can be a valuable tool in interpersonal communication, but its effectiveness depends on the context and the relationship between the sender and the receiver. Researchers at INSEAD have shown that well-utilized sarcasm can be a powerful asset in business language and advertising.

How to Write an Article That Google Loves and People Understand

Bartłomiej Dwornik
The order of priorities in this guide's title is intentional. In 2024, to reach a larger audience, you must first convince the algorithms to display your content to readers. First - the article must be factually sound. Second - it should look appealing and be easy to read. We’ll focus on the latter.

Betteridge's Law: Is Every Headline with a Question Mark a Gimmick?

Krzysztof Fiedorek
Betteridge's Law is a journalism hypothesis suggesting that any headline ending with a question mark can be answered with “no.” This rule applies to yes-or-no questions. It wasn’t actually created by Ian Betteridge and… it’s mostly untrue.

More in the section: Skills and knowledge

community

Facebook LinkedIn X Twitter TikTok Instagram Threads Youtube Google News Blue Sky Social RSS

Reporterzy.info - online media studies magazine. The world of communication from the inside. Media, journalism, PR and marketing. Data, reports, analyses, advice. History and market, law, photography, job offers.


Work in media

United States
New York • Washington DC • Los Angeles • Chicago • Houston • Phoenix • Philadelphia United Kingdom
London • Birmingham • Manchester • Liverpool • Glasgow • Edinburgh Canada
Toronto • Ottawa • Montreal • Calgary Australia
Sydney • Melbourne • Brisbane • canberra Ireland, New Zealand, India

advertisement

Flying Tiger





Reporter shopping

Reporter shopping

Affordable laptops, notebooks and netbooks
Affordable laptops, notebooks and netbooks
for writing
Digital SLR and compact cameras
Digital SLR and compact cameras
for photographers
Books and e-books about media
Books and e-books about media
for reading
Video drones and flying cameras
Video drones and flying cameras
for pilots
Gimbals for stabilizing video
Gimbals for stabilizing video
for those on the move
Software and apps for creative work
Software and apps for creative work
for digital creators
More occasions

advertisementMedia Review 24/7
Read books and e-books

Read books and e-books

Okładka Understanding Media: The Extensions of Man
Understanding Media: The Extensions of Man
Okładka Media Control. The Spectacular Achievements of Propaganda
Media Control. The Spectacular Achievements of Propaganda
Okładka The 40-Day Social Media Fast
The 40-Day Social Media Fast
Okładka Mass Communication: Living in a Media World
Mass Communication: Living in a Media World
Okładka Beyond The Feed: A Social Media Success Formula
Beyond The Feed: A Social Media Success Formula
Okładka Hate, Inc.: Why Today`s Media Makes Us Despise One Another
Hate, Inc.: Why Today`s Media Makes Us Despise One Another
more books and e-books

Reporterzy.info

More about us

Our tools and services

Contact


© Dwornik.pl Bartłomiej Dwornik 2oo1-2o25