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Why Consumers’ Online Habits Must Be Considered by PR Professionals

With barely one percent of 2002 respondents saying they spend “little or no time” browsing the Internet, the growing power of online communications to reach who you want, when you want, is impressive. According to the data, the age group most likely to spend more than 14 hours a week surfing online is 35 to 54, as 38% of this demographic claim to do so, but even among the demographics less heavy online users, those over 55, 27% still surf more than 14 hours a week.

People tend to surf online when they’re at home (94%), but 22% also enjoy browsing at work, and that figure rises to 32% among 18-34 year olds, and 34% among those based in Paris. London.

It’s no wonder, then, that an increasing amount of PR activity is now focused online, as so much of the media content can be accessed this way. The media itself has transformed its output, with all major broadcasters and publishers having a strong online presence. Even trade magazines aimed at niche audiences appreciate the value of creating engaging online and digital editorial. Jen Campbell, communications manager at Future Publishing, describes how craft magazines have evolved; “Our craft magazines have always benefited from a rich community aspect, but with the growth of online and digital arenas over the past few years, we have seen a real development in the way these enthusiasts interact with each other.”

“With over half a million knitters online, this gives us access to a direct and personal dialogue with these niche enthusiasts in a much more personal and intimate way, and also encourages a dialogue between them as well. campaign like the Macmillan Comfort Blanket (where people knit squares for the charity Macmillan Cancer Support), the importance of online platforms should not be underestimated; it will give us a chance to make a real difference and ‘extend the possibilities offered by traditional print media.’

However, when communicating with people during office hours, consider that many will face limitations in what they can do online. Our research shows that of those who can log in to work, 46% have certain sites automatically blocked and 26% cannot download anything.

For many public relations professionals working online, networking on social networking sites such as Facebook and Twitter is an ideal way to communicate with key clients, contacts and journalists. Yet, surprisingly, some journalists are unable to immediately respond to these online discussions, as their use is restricted by their publishing houses.

A member of the editorial team of a leading publication at Centaur Media discusses the rules: “We are allowed to access most sites, most of the time. But social media is only allowed at lunchtime if you’re a journalist, which can be a nuisance for some. We also do not have the right to access the radio and we cannot access sports information either.

An editor from the Redactive media group said the editorial staff also did not have full internet access and that this was an “ongoing problem”, adding: “We have access to Facebook and other social networking sites between 1:00 p.m. and 2:00 p.m. and outside. normal working hours, but that’s it. They are not yet connected to Twitter, so we are allowed to see it at any time. It’s extremely frustrating because we have a Facebook group for the magazine and the institute that we can only access at lunchtime.”

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