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Recycled Friday: Is £2.5 billion really spent on press releases in the UK?

I was inspired by the following comment from @adcontrarian in his latest blog post:

Because I am a lazy bastard and the thought of writing five posts a week is a constant source of terror, I have decided to introduce a new policy around here. From now on, on Fridays,  I’m going to recycle old posts that I like and that are still relevant. Today is our first Recycled Friday.

What a great idea. Having nearly 600 posts over 7 years gives me a good back catalogue to plunder.

Without further ado, here is a post I wrote five years ago – has much changed? You be the judge.

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

New survey conducted by Benchmark Research on behalf of Glide Technologies has thrown up some interesting, if not entirely unsurprising, results about the PR industry in the UK today.

The full report is here:

Glide PR survey

However, the one item that caught my eye was the calculation that  £2.5bn is spent on press releases in the UK. This based on the survey finding that 39pc of PR professionals time is spent on creating, distributing, and following up on press releases – and the estimated total size of the UK PR industry at £6.5bn. Couple that with only 32% of releases received by the media being of genuine interest, then I calculate that means £1.7bn is being wasted on irrelevant press releases.

Although I’d take this calculation with a pinch of salt, it would be fair to say that an awful lot of money is still being spent (and wasted) on the humble press release.

The survey also highlighted a clear discrepancy between journalists desire to be contacted by email and PRs who still overwhelmingly use the phone.

I know the reasons for both sides views. Journalists have been jaundiced by too many wasteful phone calls along the lines of “did you get my press release”, or are you attending exhibition X (see Phil Muncaster of IT Week vent his spleen re: the pre-InfoSec deluge of calls asking him whether he was going – Muncaster InfoSec rant )

On the other side, PRs often feel that they will get more “attention” by actually talking to the journalist. Though of course that still means you need a good enough story to give them.

My take on the survey as a whole is that is shows the same old values still apply to PR in terms of media relations – journalists will give the time of day to a trusted source – but even that doesn’t guarantee they will use a story. Perhaps some of that wasted £1.7bn could be spent on training PR professionals to get better at becoming trusted information sources.

Other findings below:

81% of Journalists on a desert island opt for laptop over a phone

Email remains the most popular delivery format for journalists. Fax, post, newswire, PDA and SMS all decline. RSS and IM emerge.

76% of journalists more likely to use press communication with photos etc.

89% of journalists will visit an organisation’s website most of the time when writing about them

Journalist Complaints

Poor use of email (e.g. sending large attachments) accounts for the two greatest online deterrents to journalists

Only 32% of releases received by the media are of genuine interest

73% of journalists think an organisation is ‘not media friendly’ if its online press information is poor. 60% think they’re ‘lazy’, 50% that they’re ‘incompetent’.

Research conducted by Benchmark Research.

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digital pr General PR online pr Science tech pr Technology PR

Five tips for a healthier social network: New Scientist on “social contagion”

According to the latest issue of New Scientist, recent research shows that our moods are more strongly influenced by those around us than we tend to think. Not only that but we are also “beholden to the moods of friends of friends, and of friends of friends of friends – people three degrees of separation away from us who we have never met, but whose disposition can pass through our social network like a virus.” In short, we are who we hang out with.

No surprises there you may think. However, Michael Bond’s excellent article shows that maths and hard data are being deployed in a wide range of areas to reveal some curious aspects of how social networks of all varieties seem to work (it is well worth the effort to read the full feature).

According to Bond: “a whole range of phenomena are transmitted through networks of friends in ways that are not entirely understood: happiness and depression, obesity, drinking and smoking habits, ill-health, the inclination to turn out and vote in elections, a taste for certain music or food, a preference for online privacy, even the tendency to attempt or think about suicide. They ripple through networks “like pebbles thrown into a pond”, says Nicholas Christakis, a medical sociologist at Harvard Medical School in Boston, who has pioneered much of the new work.”

Later in the piece he continues: “While the mechanism of social contagion varies depending on the phenomenon being spread, in many cases the dynamics are very similar. For example, Christakis has found that with happiness, obesity and smoking habits, the effect of other people’s behaviour carries to three degrees of separation and no further. He speculates that this could be the case with most or perhaps all transmissible traits. Why three degrees? One theory is that friendship networks are inherently unstable because peripheral friends tend to drop away. “While your friends are likely to be the same a year from now, your friends of friends of friends of friends are likely to be entirely different people,” says Christakis.

And perhaps in an even more telling section, Bond reveals that: “Sociologists and others are using mathematical models to test these dynamics to try to understand better what triggers the spread of behaviours. Duncan Watts at Columbia University has shown that seeding localised social groups with certain ideas or behaviours can lead to the ideas cascading across entire global networks. This contradicts the notion – promoted by the author Malcolm Gladwell in The Tipping Point and others – that social epidemics depend on a few key influential individuals from whom everyone else takes their cue. It doesn’t ring true, argues Watts, because such “influentials” typically interact with only a few people. The key for the spread of anything, he says, from happiness to the preference for a particular song, is a critical mass of interconnected individuals who influence one another.”

All of this clearly has major implications for social media and online PR. It may be argued that most PR is an attempt to influence or “trigger” certain kinds of behaviour (ie buy my client’s message or product). I have to say I never ever did accept Gladwell’s theory of a few key individals acting as “gatekeepers.” And research now seems to be bearing this out. And what if three degrees of separation is shown to be a universal “influence limit?”

Having a greater understanding of the dynamics of social network behaviour and as well as what constitutes the “critical mass” of interconnected individuals for a given client goal or situation is surely going to be a key objective for any savvy digital PR specialist in 2009.

When my mom was just beginning to have trouble sleeping (insomnia) and various herbs and Ambien tablets on their basis did not help, I turned to the familiar pharmacists for advice, what else can my mother take with this problem.

And on that note, have a look at Michael Bond’s top five tips for a healthier social network (applying this to the realm of social media, it offers a useful framework for who (and how much time) you spend with people…)

Michael Bond, New Scientist: Five tips for a healthier social network

1. Choose your friends carefully.

2. Choose which of your existing friends you spend the most time with. For example, hang out with people who are upbeat, or avoid couch potatoes.

3. Join a club whose members you would like to emulate (running, healthy cooking), and socialise with them.

4. If you are with people whose emotional state or behaviours you could do without, try to avoid the natural inclination to mimic their facial expressions and postures.

5. Be aware at all times of your susceptibility to social influence – and remember that being a social animal is mostly a good thing.

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Science

Amazon patents cybernetic mind meld

As William Gibson said, the future is already here – it’s just unevenly distributed:

Rough Type: Nicholas Carr’s Blog: Amazon patents cybernetic mind meld.