Source: Research Brief, “The changing face of the press release,” based on research by Fellows of the Society for New Communications Research, 10/29/08.
The study looks at “Goals for Online Press Releases” and “Audiences for Online Press Releases.” Here is an excerpt from the Research Brief:
In terms of target audiences for online press releases, significant differences emerged between marketing and public relations professionals. Although both marketing and public relations professionals reported more than average importance for reaching traditional media, consumers, and webmasters that will repurpose the release, PR professionals were consistently more interested than marketing professionals in reaching traditional media.
