FEATURE/Web Continues to Change the Information Flow for High-Tech Reporters
Tsantes & Associates Survey Underscores Public Relations
Challenges With the Press' Use of the World Wide Web
CAMPBELL, Calif.--(BUSINESS WIRE FEATURES)--May 3, 1999--Results of a survey conducted by Tsantes & Associates, a Silicon-Valley based public relations agency, highlight the continuing changes the World Wide Web has made to the traditional information flow for news. Aimed at reporters covering high technology at business, computer end-user and electronics publications, the survey covered three main areas: Web usage, Web destinations and online publications. The findings indicate that more high-technology reporters are using the Web as both a research medium and a real-time news outlet, although many reporters are still not satisfied with current Web site content.
Web Creates New Challenges for PR Professionals
The growing popularity of information-gathering sites such as CNET and ZDNet indicate the Web continues to emerge as the medium of choice for real-time news. The pressure on online publications to keep pace and provide the most up-to-the-minute news creates an additional burden for the public relations professional. Indeed, 96 percent of the publications responding to the Tsantes & Associates survey have an online version in addition to their traditional print version. With the ability to post news immediately, reporters may not be willing to embargo information, creating the need for PR professionals to know each publication's, and sometimes each beat reporter's, distinct policies.
The survey also revealed the frequency with which online versions are updated varies, with the majority being updated at least once a day or more. Seventy-six percent of the online versions post stories that appear only online, creating a high demand for fresh content throughout the day. This often means PR professionals have less opportunity to position a story because personal interviews may not be needed to cover it. The initial news ''flashes'' are often taken directly from a press release or wire service, without requiring information from the company. In addition, follow-up stories might be added to the initial filing, requiring PR professionals to monitor story postings throughout the day for accuracy and message control.
''The press are increasingly using the Web to obtain and post real-time information,'' said John Tsantes, president of Tsantes & Associates. ''This puts pressure on the PR community to monitor the various sites the press are accessing throughout the day, as well as look at both print and online versions. And, while we see that Web usage has increased for the press, it is clear that it must also increase dramatically for PR professionals so they can stay current and leverage the opportunities created by the Web.''
Key Findings
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-- The top reason the press use the Web is to search company Web
sites; the secondary reason is scanning wire services
-- When searching company Web sites, the primary data press are
looking for is contact information; lack of easy access to press
contacts is a leading complaint
-- Forty-two percent of the press are utilizing some form of
news-to-the-desktop service or "push" technology. This technology
has advanced so that press can target their areas of interest and
let the Web bring the relevant information to them
To put this year's findings in perspective, a similar survey conducted by Tsantes & Associates in 1996 showed only 80 percent of high-technology reporters had the ability to go online and spent an average of one hour per month using the Web. The 1999 report highlights the dramatic changes that have taken place in usage, with 100 percent of respondents accessing the Web, and of those, 38 percent using the Web more than 10 hours per week for business. However, only 53 percent of the responding press indicated they typically find what they are looking for when visiting a company site.
Some of the company sites listed by the press as particularly good include Intel, Microsoft, IBM, Sun Microsystems, Apple Computer and Advanced Micro Devices. All of these sites have similarities, including a search engine within the site; a virtual pressroom, making PR contact information readily available; and an archive of press releases.
The Study Methodology
Surveys were aimed at high-technology reporters at leading business, computer end-user and electronics publications. Of 80 key journalists targeted for the study, 53 participated in the research. Data for the survey was gathered in January 1999. A full version of the survey results can be found on the Web at www.tsantes.com.
Tsantes & Associates
The I Team is an extension of Tsantes & Associates. Formed in 1997, the I Team develops specialized PR programs and services targeted at Internet and Web users. The I Team's goal is to help clients maximize new opportunities created by the Internet's proliferation.
Celebrating its tenth year in business, Tsantes & Associates offers a creative approach to public relations programs for high-technology leaders and innovators. Providing a full range of services, the company specializes in the computer, semiconductor, interactive media and wireless markets.
Tsantes & Associates is located at 1500 E. Hamilton Ave., Suite 200, Campbell, CA 95008 and can be reached via phone at 408/369-1500 or the Web at www.tsantes.com.
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Contact:
Tsantes & Associates
Mary Jane Reiter, 408/369-1500
maryjane@tsantes.com
Dean Fisk, 707/837-1830
dfisk@tsantes.com
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