CeBIT 2011: IT journalists appreciated invitations and trusted their own instincts to find news

Instant poll among IT journalists concerning their interview schedule for the CeBIT 2011

(firmenpresse) - What do IT trade journalists do in the face of shrinking editorial teams and deteriorating working conditions at the CeBIT? How did they plan their visit to Hanover? Did the editors respond to company invitations to individual interviews or press conferences or did they take the initiative and approach companies to arrange interviews? These were the topics of the instant poll Möller Horcher PR http://www.moeller-horcher.de/en/agency/news/press-releases.html conducted among circa 50 IT trade journalists after the CeBIT. The result: Only a minority (6 per cent) of the candidates based their CeBIT schedule solely on company and/or PR agency invitations. Although most of the IT journalists were happy to accept invitations, they trusted their own instincts more: most trade journalists sought out interesting interview partners http://www.moeller-horcher.de/en/agency/range-of-services/media-contacts.html at the CeBIT on their own.

Only 6 per cent of the interviewed journalists indicated that they conducted interviews solely on the basis of invitations and did not request interviews at the CeBIT themselves. And only 14 per cent of those surveyed took the initiative to arrange less than half of their appointments. In contrast, 50 per cent of the IT journalists indicated that dates were distributed almost equally between those they had arranged themselves and those where they had accepted an invitation. 36 per cent of the respondents arranged more than half of the interview dates themselves and 14 per cent of the trade journalists even arranged all of the meeting dates on their own http://www.moeller-horcher.de/en/agency/news/mh-pr-weekly/mh-pr-weekly-singleansicht/article/weekly-kw-15-1.html.

The situation for press conference invitations was similar. Only 10 per cent of the journalists based their decision to attend a CeBIT press conference on an invitation and 24 per cent sought out less than half of the pertinent press conferences on their own. In contrast, 52 per cent indicated they had used both strategies - accepting invitations and doing their own research - in equal measure to decide which press conferences they attended. At least 24 per cent of the journalists were reluctant or unwilling to accept invitations and 12 per cent set up their entire press conference schedule independently.

The instant poll on how IT trade journalists plan their CeBIT visit was conducted by Möller Horcher Public Relations, an Offenbach-based PR agency specialised in B2B communication for IT and high tech companies. To carry out the survey, Möller Horcher spoke to 50 IT media editors. Interviewees included trade journalists from consumer media publications such as Computerwoche, IT Director, PC Welt, Chip and c't as well as representatives from specialised media for telecommunications, ecommerce, reseller, government, IT SME, security, network, open source, Mac and SAP. Editors from IT branch media such as automotive IT or RFID im Blick and independent trade journalists were also interviewed. Möller Horcher (www.moeller-horcher.de/en) interviewed only one journalist per editorial office.

"The results of our survey suggest that relevant topics are still the best way to convince IT journalists to come to an interview or press conference", comments Gabriele Horcher, founder and managing director of Möller Horcher PR http://www.moeller-horcher.de/en/agency/company/management.html. "The overwhelming majority of journalists still base their decisions on the interests of their medium and its readership. This corresponds to the experience we have had in our PR work http://www.moeller-horcher.de/en/agency/range-of-services/press-relations.html: Editors are not the willing tools of company marketing departments but rather professionals committed to their own publication and publishing house. This is why convincing content is essential for successful presswork http://www.moeller-horcher.de/en/agency/range-of-services/media-training.html."

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Datum: 20.04.2011 - 13:40 Uhr
Sprache: Deutsch
News-ID 29409
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