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Journalist meet blogger: My mirror or yours?

Very interesting data and insights from a new PR Week and PR Newswire survey of 1,231 journalists/bloggers released Monday. I can’t yet figure out what’s more amazing — the number of journalists who see the clear web road ahead, or the number that don’t see the speeding web semi-trailer in the rear-view mirror chasing down their Prius.

Now, I’m a big fan of print media. Wrote for a major daily. Edited my college paper. Even launched a magazine in my younger carefree days. And based on a recent Churchill Club event, I have renewed faith that some print media will continue to thrive — especially the ones that truly engage their audience and represent a community of interest.

At the same time, I’m a big advocate for social media. Which is why a few of the stats surprised me:

* Only 22% are blogging for their publication, and only 19% on their own;

* 38% say they’re asked to do more on the web, but only 13% cite increased competition as the top change driver;

* 70% to 89% rely on web sites, Google searches and direct PR engagement for information — but only 14% are using RSS feeds and only 14-15% tap executive blogs or podcasts as important sources.

Of course, this may reflect that blogging and podcast content is still fairly uneven. Or that some respondents didn’t make hard distinctions between “blog” and “web” content. Or that a generational gap will create big divides in the media world. Whatever the case, it’s evident that PR Week nailed the headline on this one: “State of transition.”