According to the study, tech PR professionals are most focused on media coverage in the following publications:
Top Tech Business Pubs (Print):
1) The Wall Street Journal
2) The New York Times
3) Bloomberg BusinessWeek
4) USA Today
5) Forbes
Top Tech Business Pubs (Online):
1) The Wall Street Journal
2) The New York Times
3) Bloomberg BusinessWeek
4) Forbes
5) Financial Times
Top Tech Trade Pubs (Print):
1) InformationWeek
2) Network World
3) eWEEK
4) CIO
5) Wired
Top Tech Trade Pubs (Online):
1) CNET
2) eWEEK
3) InformationWeek
4) IDG News Service
5) Network World
Top Tech Blogs:
1) TechCrunch
2) GigaOM
3) Engadget
4) Gizmodo
5) Mashable
Top Individual Tech Journalists:
1) Brian Krebs, The Washington Post
2) Don Clark, The Wall Street Journal
3) Stacey Higginbotham, GigaOM
4) Chris Kanaracus, IDG News Service
5) David Pogue, The New York Times
According to the study, there is an 80 percent overlap between the top print and top online publications. Rather than using a one-size-fits-all mentality, tech PR pros strategically employ outreach methods based on the medium. While 97 percent of tech PR pros will call a print journalist, only 53 percent will call a blogger. Sixty-eight percent use Twitter to connect with online publications, while 52 percent use Twitter to connect with print publications. However, 96 percent of PR pros use e-mail to communicate with journalists, regardless of medium.
Of participating tech PR pros, 86 percent say that online publications are extremely important to their 2010 PR efforts – compared to 75 percent in 2009. Ninety-two percent say that blogs are important to their current PR efforts. Traditional publications received votes from 56 percent of participants for the second year in a row, indicating that while newer forms of media continue to gain traction, traditional outlets remain important.
In examining how PR pros measure the impact of their results from newer social media outlets, the tech PR community remains highly varied. The most widely employed method for measuring impact includes counting followers/friends as the base for outlet reach – however even this method is used by only 59 percent of respondents.
“Today’s journalists are faced with covering more topics with less help and even less money,” said Cole Smith, national account director, PRSourceCode. “It’s great to see that tech PR pros are listening – and responding by tailoring their efforts by medium. While publications with large circulations were historically the cornerstone of tech PR campaigns, a series of strategic ‘tweets’ could now potentially reach that same audience. PR pros need to continue to tailor their methodologies to find what will produce the highest results for them and their clients – while also serving the tech journalism community and its readers.”
The “2010 Top Tech Publications” study is based on a survey of tech PR professionals between March and May 2010. To download the full results of the “2010 Top Tech Publications” study, please visit http://prsourcecode.com/2010-top-tech-pubs.
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