The ongoing evolution of the news media continues to place greater demands on journalists' time and responsibilities, but concerns over staff cuts and budget reductions have lessened in the past year as the shift to online reporting creates new opportunities. This, and other findings uncovered in the "2010 PRWeek/PR Newswire Media Survey," indicates that the merging of traditional journalism with online communications is the primary driver behind how reporters and bloggers view their work today and how public relations professionals pursue coverage for their clients.

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The survey, sponsored by PR Newswire, polled a total of 1,568 traditional and non-traditional media and, for the first time, 1,670 PR practitioners. Additionally, in cooperation with CNW Group, the survey also included Canadian media and professionals. Building on prior surveys from 2008 and 2009, the objective of the study is to gauge the attitudes and ideas of traditional journalists and bloggers, as well as PR professionals, to gain an understanding of the present state of the media profession and the trends that are continuing to shape the industry.

An article summarizing the survey results will appear in the April print issue of PRWeek as well as at this link: http://www.prweekus.com/media-survey-2010-news-update/article/166956/

"The past year was a time of tumult for the news media, and the challenges and opportunities that arose are reflected in this year's survey," stated Sarah Skerik, vice president, Social Media, PR Newswire. "Clearly, job security and fiscal solvency continue to worry journalists, but the rapid growth of online reporting and the continued adoption of social media make it possible to find and connect with audiences online, presenting journalists and communicators with new opportunities. However, this still remains a time of flux, and that sentiment is apparent in some of the diverging views between traditional and online media and the media and PR community."

Key findings suggest that journalist workloads are continuing to increase, as more and more reporters are contributing to online media properties and blogs, in addition to their traditional roles; a trend that was also observed in the preceding years. Staff and budget cuts also continued to impact newsroom operations, contributing to the overall uncertainty that still weighs upon journalists today.

Looking ahead, the shift from print to online reporting is seen as the primary industry driver for the next three years, with 57% of magazine and newspaper journalists indicating that this trend will continue in earnest. Usage of blogs and social networks for research among total respondents increased significantly in 2010, however, that spike was skewed by bloggers and online reporters. While 91% of bloggers and 68% of online reporters "always" or "sometimes" use blogs for research, only 35% of newspaper and 38% of print magazine journalists suggested the same.

"Heavier workloads, shorter deadlines, and increased competition are causing journalists to seek out new sources of information to help them get their jobs done, including social networks," said Erica Iacono, executive editor of PRWeek. "Although these new tools offer a different way for journalists to interact with PR professionals and media consumers, there must still be a focus on the basic tenets of good journalism."

About PR Newswire

PR Newswire (http://www.prnewswire.com/) is the global leader in innovative communications and marketing services, enabling organizations to connect and engage with their target audiences worldwide.

Through its multi-channel distribution network, multimedia, audience intelligence, targeting, measurement and compliance services, PR Newswire helps corporations and organizations conduct rich, timely and dynamic dialogues with the media, consumers, policymakers, investors and the general public, in support of building brands, generating awareness, impacting public policy, driving sales, and raising capital.

Pioneering the commercial news distribution industry 55 years ago, PR Newswire connects customers with audiences in more than 170 countries and in over 40 languages through an unparalleled network of offices in 16 countries across North and South America, Europe, Asia, and the Middle East, and via unique affiliations with the leading news agencies across the globe. PR Newswire is a subsidiary of United Business Media Limited (UBM.L), a leading global business media company that serves professional commercial communities around the world. For more information, go to http://www.ubm.com/

About PRWeek

Launched in November 1998, PRWeek is the leading title for public relations in the US. News is updated each day online at PRWeekus.com, and distributed through the Daily Breakfast Briefing and Weekly Online edition. PRWeek publishes a monthly print edition, which includes in-depth features, opinion, special reports, and surveys. Over the years, PRWeek has established itself as a vital part of the PR and communications industries in the US, providing timely news, reviews, profiles, techniques, and timely research for in-house and agency professionals. The annual PRWeek Awards honor the best campaigns, companies and people in the industry. In addition, there is an annual conference, and a range of smaller events such as roundtables, webcasts, and other forums for professionals to exchange ideas and share best practices. The full content of all PRWeek publications is available to subscribers only, online at prweekus.com.

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Rachel Meranus, Vice President, Communications, PR Newswire at +1.201.360.6776 or rachel.meranus@prnewswire.com

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SOURCE: PR Newswire Association LLC