9 Traditional Media Trends Affecting PR: how digital technologies have shifted the media landscape and delivery of public relations.

1. Trade Tips:
9 Trends Affecting PR
By Nicole Hayes

2. In the PR Daily article “9 Traditional
Media Trends Affecting PR,” author
Jeff Domansky explains how
digital technologies have shifted
the media landscape and
delivery of public relations.

3. A recent report from the Pew Research
Center suggests that with the fall of
newspapers, television is the next
traditional medium victim in a transition
to increased online viewership.

4. Here are the following nine trends
Domansky notes:

5. 1. Digital news surpasses newspapers, radio
Percentage of
Americans who
saw news or news
headlines on a
social networking
site doubled—
from 9 percent to
19 percent—since
2010.

6. 2. With young, newspapers lack relevance
33 percent of those
under 30 get their
news via social
networking sites, 34
percent from TV,
and only 13 percent
from newspapers.

7. 3. Newspaper free fall continues
Just 23 percent of those surveyed read a newspaper
yesterday. That’s down by nearly half (47 percent)
since 2000.

8. 4. Magazine drop continues
Only 18 percent read a magazine yesterday,
down from 26 percent in 2000.

9. 5. TV stable for old, tumbling with young
55 percent
watched TV news
or a news program
yesterday, but only
34 percent of
those under age 30
watched TV news
yesterday, down
from 49 percent in
2000.

10. 6. Local TV news slips
Local TV news
dropped from 54
percent in 2006 to
48 percent in
2012. Only 23
percent under 30
watched cable TV
news.

11. 7. Reading still popular
51 percent enjoy reading though there is
a shift to electronic or digital formats.

12. 8. Digital growing
Of those who read a
magazine yesterday,
9 percent read
digitally, while 20
percent of those who
read a book did so in
electronic format.

13. 9. Online news is more mobile, or social
17 percent got news on
mobile devices and 38
percent saw news on a social
networking site, doubling
from just 19 percent two
years ago.

14. So how should PR firms and
professionals adjust to this
new landscape?

15. Take courses, attend workshops
and connect with colleagues who
have harnessed the benefits
of social media tools.

16. Last, be nimble!
Life is always subject
to more changes.

17. This presentation was adapted from our Voice Matters Blog.
To learn more about McKinney & Associates, visit www.mckpr.com
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Conscience for local, national and international organizations.
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