PRs and the Issue of Unsolicited PR Communication
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1. PRs and the Issue of Unsolicited PR Communication
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1
. Firstly, please tell us something about you.
Firstly, please tell us something about you.
What is your AGE?
What is your GENDER?
Where do you LIVE?
What is your JOB position? i.e. PR Agency (traditional & digital), Freelance PR, In-house PR, SEO/Search agency, Marketing Agency, Digital Media Agency, Other (please specify)
What SECTOR do you cover? i.e. Corporate, Consumer, Technology, Fashion, Financial, Healthcare, Digital, Entertainment, Music, Sport, Travel, Government, B2B, B2C, NGOs, International, etc.)
Your EDUCATION level: i.e. College, University, Postgraduate (Please specify your degree)
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2
. Your Education and PR Training
Your Education and PR Training
Do you feel that you gained a comprehensive KNOWLEDGE of PR at University?
Have you attended any WORKSHOP or SEMINAR to gain further knowledge of ‘How to Deal with the Media’? If ‘Yes’, what session did you attend and who paid for it (employer or you)? (Please specify: i.e. CIPR workshop, etc.)
Did you receive training on ‘How to Deal with the Media’ from your current or previous EMPLOYER? (Please specify: How often? Did you find it useful?)
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3
. Have you ever sent UNSOLICITED PR communication to a media distribution list without considering the receivers’ interests or what sector he/she covers? (By UNSOLICITED PR communication we mean IRRELEVANT press release emails, pitch email, phone call, text messages, chat message, DM on Twitter, etc.) We would appreciate if you could specify your answer.
Have you ever sent UNSOLICITED PR communication to a media distribution list without considering the receivers’ interests or what sector he/she covers? (By UNSOLICITED PR communication we mean IRRELEVANT press release emails, pitch email, phone call, text messages, chat message, DM on Twitter, etc.) We would appreciate if you could specify your answer.
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4
. If ‘Yes’, what do you think is the MAIN REASON behind this action? (Please give answer even if it doesn't apply to you)
If ‘Yes’, what do you think is the MAIN REASON behind this action? (Please give answer even if it doesn't apply to you)
Laziness
Lack of time
Lack of skills and education/training
Lack of interest in the job
Pressure from the senior staff – unrealistic objectives
Pressure from the client – unrealistic objectives
Pay-per coverage payment structure
Unrealistic Measurement/Evaluation methods
Common practice at you workplace
Other (please specify)
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5
. Imagine that you are the receiver of UNSOLICITED PR communication. What would you do? (Choose all that apply)
Imagine that you are the receiver of UNSOLICITED PR communication. What would you do? (Choose all that apply)
Nothing. I read it even though it is not of my primary interest
Nothing. This is a common practice in PR
Nothing. I would get annoyed but ignore it in general
Made the sector(s) that I cover publicly available
Remove my contact details
Block the sender
Block the sender an publicize his/hers email on my blog so everyone can see
Complained to a sender about the irrelevance of the PR communication that you have been receiving
Complained to the sender’s employer about the the irrelevance of the PR communication that you have been receiving
Asked to be removed from a distribution list
Other (please specify)
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6
. Do you have a FILTERING METHOD in place to reduce the chance of sending unsolicited PR communication? If so, what technology do you use?
Do you have a FILTERING METHOD in place to reduce the chance of sending unsolicited PR communication? If so, what technology do you use?
www.gorkana.com
www.mediadisk.co.uk
http://www.featuresexec.com/
www.prmatchpoint.com
Other (Please specify below)
If ‘No’ would you consider getting technology that would help you to become more efficient in targeting and consequently improve your success rate?
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7
. What would you say could improve the PR – Media (sender-receiver) relationship?
What would you say could improve the PR – Media (sender-receiver) relationship?
a. Use of TECHNOLOGY for better TARGETING (i.e. Media Disc, etc.)
b. Use of technology (INTERNET) to do the research on the receivers’ interests
c. Use of technology (SOCIAL MEDIA) to engage in a conversation first (i.e. via Twitter)
d. Better EDUCATION - Improvement of University Courses)
e. Better EDUCATION - Introduce new Evening Courses for PRs at UK Universities
f. Better EDUCATION - CIPR/PRCA Involvement – new seminars and workshops for free
g. Better EDUCATION - CIPR/PRCA Involvement – new seminars and workshops for a fee
h. Create a NEW AUTHORITY responsible for education PRs
i. Changes in PAYMENT structures (Which one do you think is the best?)
j. Other (please specify)
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8
. How do you MEASURE and EVALUATE the success of your PR campaign? (Choose all that apply)
How do you MEASURE and EVALUATE the success of your PR campaign? (Choose all that apply)
By the amount of media coverage
By the quality of media coverage – i.e. FTs score higher
Advertising ratio
Click through rates on embedded links in you press release and pitch emails
Other (please specify)
Other (please specify)
9
. If you work in an agency, what is the PAYMENT STRUCTURE? Does it motivate you? Do you think there is a need for a change? (Please specify)
If you work in an agency, what is the PAYMENT STRUCTURE? Does it motivate you? Do you think there is a need for a change? (Please specify)
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10
. Are you aware of the campaign “AN INCONVENIENT PR TRUTH” (inconvenientprtruth.com)? If so,
Are you aware of the campaign “AN INCONVENIENT PR TRUTH” (inconvenientprtruth.com)? If so,
Do you AGREE with it?
Do you AGREE with its key MESSAGES?
What do you think about the ‘BILL-OF-RIGHTS’? (please specify)
Do you think that the Campaign has a chance to SUCCEED and actually CHANGE the PR Industry to the better? (please specify)
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