More than half, or 53%, of PR professionals see print coverage as more valuable than online. This is suprising as the majority of consumer surveys indicate that online is the more influential mediun.
Furthermore, it is not only the PRs who prefer print, but so do their clients. Nearly 64% of PRs believe their clients prefer print coverage to online, television or radio. 53% of PRs believe their stakeholders are more influenced by print coverage than television, online or radio.
According to the survey performed by Parker, Wayne & Kent survey. They prefer the permanence of print. The fact you can hold it in your hand and turn the page.
PRs strongly believe that print coverage is still highly relevant, with only 11.7% seeing it becoming less relevant to PR campaigns.
Parker, Wayne & Kent's results seem to conflict with a recent report by PR company Fleishman-Hillard which said that online is eight times as influential as traditional print media and twice as influential as TV.
Source: Brand Republic