Only 9% of PR practitioners write a blog, post to blogs or write the copy for someone else's blog and 40% of those working in the industry admit to lacking new media knowledge.
A much larger proportion use the Internet to track mentions of their clients with 77% of practitioners using online websites for monitoring and reading news every weekday. However, it is imperative that PR people become much more involved in the use of new media (websites, blogs, wiki's, podcasts, vodcasts and social networking) rather than simply filling the role of passive spectator.
Individuals of all ages, not just those residing in the Generation C bracket, rely on the Internet for everything from shopping to socialising to finding out the latest trends and we need to be interacting with them. We also need to convince our clients that these audiences are worth talking to (a daunting task as 55% of CEOs don't believe new media is relevant to their stakeholders!)
Many other industries are way ahead of us when it comes to using new media. Isn't it about time we pulled our socks up and joined them?
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