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Arketi Group -
- Arketi Group
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Mike Neumeier, APR, Principal at Arketi Group -
- Mike Neumeier, APR, Principal at Arketi Group
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Dr. Kaye Sweetser, APR, assistant professor of public relations at the University of Georgia’s Grady College -
- Dr. Kaye Sweetser, APR, assistant professor of public relations at the University of Georgia’s Grady College
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ATLANTA – November 7, 2011 – Arketi Group, a high-tech business-to-business public relations and digital marketing firm, announced the findings of the 2011 Arketi Web Watch Survey: Inside BtoB Media Usage of Social Media. The survey reveals 81 percent of journalists turn to corporate websites when looking for story ideas, reporting on breaking news or seeking a corporate spokesperson.
“Despite the growth of social media, the survey shows that journalists still frequently turn to corporate websites for information,” said Mike Neumeier, APR, principal of Arketi Group. “Companies should continue to devote resources to their websites, along with other online communication channels.”
According to the business journalists surveyed, the most useful information on a corporate website includes:
- Contact information (98 percent)
- Search capabilities (94 percent)
- Text documents (87 percent)
- PDFs (84 percent)
- Publication-quality graphics or photos (79 percent)
Webinars – Inside Industry Issues and Trends
Journalists often participate in company-sponsored webinars, saying the most helpful webinars are those focused on:
- Industry trends (81 percent)
- Original research (71 percent)
- Case studies (60 percent)
“Companies wishing to be perceived as leaders need a robust online presence, which includes engaging in the social media conversation but also actively updating their websites with news releases, webinars and original content and research,” said Dr. Kaye Sweetser, APR, assistant professor of public relations at the University of Georgia’s Grady College. “Webinars are a quick and easy way to train and educate employees, clients and prospects. They are also increasingly popular as a means for the media to gain insights into a company or industry.”
BtoB journalists say they attend company-sponsored webinars in order to:
- Understand issues I did not know much about (82 percent)
- Learn more about industry trends (84 percent)
- Get more information about a specific product or service (51 percent)
The 2011 Arketi Web Watch Survey reports on the use of technology by BtoB journalists covering multiple industries. A free copy of the survey’s findings can be downloaded at www.arketi.com/surveys.
About the Survey
The 2011 Arketi Web Watch Survey seeks to understand the opinions of BtoB journalists and their use of technology. Seventy-five percent of respondents have been in the field of journalism for 10 or more years, with 49 percent reporting they have been a journalist for more than 20 years. The online survey with 98 journalists responding was conducted in the spring of 2011 and is sponsored by Arketi Group.
About Arketi Group
Arketi Group is a public relations (PR) and digital marketing firm that helps business-to-business (B2B) technology organizations accelerate growth through intelligent strategy, public relations, messaging, branding and demand generation. Consistently recognized by BtoB magazine as one of the nation's “Top BtoB Agencies,” Arketi’s core belief is that marketing generates revenue. Clients benefiting from this approach to B2B marketing include Cbeyond, Concurrent, GMT Corporation, Knowlagent, RelayHealth, Sage Software and Xerox. For more information, call 404-929-0091 ext. 202 or visit www.arketi.com.
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EDITOR’S NOTE
Camera-ready charts and graphs of key findings from the 2011 Arketi Web Watch Survey: Inside BtoB Media Usage of Social Media are available by contacting Mike Neumeier at Arketi Group at 404-929-0091 ext. 210 or at mneumeier@arketi.com.