New Australian research into the relationship between PR and the media shows an increased inter-dependency between the two and a growing diversity of media formats and delivery channels.

The survey, conducted by global eNewsroom leader Wieck, shows surging demand for relevant and efficiently delivered multimedia content.

CEO of Wieck's Australian operation, Warren Kirby, who delivered the findings at the Public Relations Institute of Australia (PRIA) national conference in Brisbane today, said journalists clearly needed professional PR content.

"The media said the major factor when sourcing content from PR material was relevance to their audience and location, closely followed by writing style and delivery method," Mr Kirby said.

"On the positive side, many media people praise PR operators who provide timely content, structured and delivered in the right way for the media.

"By contrast, it was alarming to see how many journalists have begun deleting emails without even reading them, based on the source or the subject line."

Wieck's 2014 PR Perceptions vs Media Realities white paper analyses responses from 354 media and 181 PR people on the use of PR material.

The survey reveals that most media use supplied content, including video, and suggests this is a major opportunity for skilled PR practitioners.

Mr Kirby said the survey showed journalists were hungry for digital delivery of multimedia content, with more than 80 per cent of media using supplied video.

"Only around 20 per cent of respondents work in TV, so much of the video is being used online, which creates the need for multiple formats," he said.

"Big files are a problem for media, with many comments that they don't want big attachments.

"Download links are becoming the preferred delivery method, with a choice of images and multimedia content, a choice of formats, and the option to access it in an easily searchable online newsroom."

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Warren Kirby