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The NUJ may think that Web 2.0 is "rubbish ", but B2B journalists are increasingly turning to blogs and other forms of online media for information and ideas, according to a new survey.
It found that 80% would use blogs as primary or secondary sources, while many use podcasts and RSS feeds for inspiration.
Arketi Group, a PR consultancy, surveyed 61 US B2B journalists and found that six in ten spent more than 20 hours a week online.
- A quarter said that blogs made their jobs easier, while 46% got involved by leaving comments on blogs.
- As for using blogs as sources, 20% had already done so while 18% had done but reported it as a rumour. Eighteen percent said they would if the informationn was confirmed by an independent source, while a further 16% only trusted blogs from a ‘reliable’ news source. Only 2% said they would never use blogs as sources.
- Ninety percent used industry sources and press releases for story ideas, 79% found ideas on newswires, 74% from websites, and 54% from blogs.
Credible sources of information
- International organisations (89%)
- Government agencies (85%)
- Corporate websites (85%)
- PR professionals (77%)
- Activist websites (41%)
- Blogs (41%)
- Politicians (35%)
- Chat, message boards (18%)