This is a useful opportunity for me as a blogger to consider the usefulness of this interactive approach to presenting information.
The facts are clear – although the “opening” seems to lack bite – where was the news here?
I could click on a couple of graphs – but I’m just not sure that I discovered a great deal from this study – or the way in which it was presented.
Being able to see a pdf of the survey results was useful – but the methodology itself didn’t seem designed to really provide a lot of insight into online PR.
We discover that “99 percent of all respondents said that online coverage is either important or very important to their organisation or clients.” I suppose that is encouraging – but hardly surprising.
Even the quote didn’t add much depth (here’s the most interesting para of three):
“Although the results are far from doom and gloom, a worrying result received from the survey was the lack of confidence PR people had in their peers’ ability to perform effective online campaigns. If this is a true reflection of the entire industry then it should be cause for alarm as the technology continues to move forward and the tight grip of the traditional media continues to loosen.”
But the question relating to this observation seeks an opinion about others – and as the 101 respondents weren’t experts, I am not sure what is the basis of their views:
“From your own experience do you think most PR professionals are capable of carrying out comprehensive and effective online PR campaigns?”
It might have been more interesting to know if they personally felt capable and what they had done to improve their abilities.
I think the concept of a release that offers more opportunities to dig deeper into a story and use multi-media is interesting. And I applaud Stephen for his efforts here. But that doesn’t get away from the fact that any release requires a solid story.
Sorry, Stephen, this didn’t do it for me.