Journalists are increasingly relying on PR output in order to meet the growing demand for online news content, the results of new survey suggest.
PR agency network Oriella PR Network conducted research into the impact of the digital revolution on journalism by questioning 354 journalists from a range of media across the European Union.
It found that many journalists were experiencing an increasing workload, with 40 per cent of respondents saying that they were expected to deliver more content to meet online requirements.
Another 29% reported that they were finding less time to carry out research on their stories in person.
Despite seismic changes in the news industry, many journalists felt the new digital environment had changed journalism for the better. Nearly 40 per cent of those surveyed said that the quality of their organisation's journalism had improved, with only 20 per cent saying it had declined.
The study comes on the back of recent research carried out by Cardiff University, which found that PR played a major role in 50 to 60 per cent of all stories in the quality media.
The findings of the two surveys clearly point to an emerging picture of journalists adapting to the pressures of online news provision and making better use of the public relations material at their disposal.
They also reflect the positive sentiment within the PR profession that the digital age has brought with it a wealth of new opportunities for the industry.
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