The Burson-Marsteller EMEA Media Practice developed a brief questionnaire Interviews were carried out face-to-face. The sample included 115 journalist from top-tier media organizations in 27 countries who mostly occupy senior editorial positions like editors-in-chief, editors or senior journalists. Data was collected between September 2009 and February2010.
The questionnaire was split into 3 broad areas:
Impact of the economic crisis on the work of journalists
Role and effect of new media
How the changes in their industry affects journalists’ dealings with the PR industry