A PR Newswire survey.

1. May, 2011

2. Brazilian Journalists and Social
Networks - a survey by PR Newswire
Brazil - April 2011

3. Why?
PR Newswire - a leader in content distribution, especially
corporate press releases – has become interested in
knowing more about how Brazilian journalists are
incorporating the social media channels into their
professional routine.
For this, the company conducted, between March 20 and
April 1, an online survey among journalists, looking for
better understanding how social networks are influencing
their work.

4. The survey:
The survey had seven multiple-choice questions,
covering the use and preference for social networks.
The disclosure happened via email and through PR
Newswire Media Relations’ twitter account.
305 journalists across the country and from different
media points (radio, TV, newspapers, magazines and
internet) answered the web based questionnaire (Survey
Monkey).

5. One is not enough, two is good, and
three is great
When it comes to social networks, Brazilian journalists
prefer variety. PR Newswire’s survey found out that most
of them - 31.8% - do like to participate in three different
social networks.
This result is closely followed by 30.5% of respondents
indicating they interact in more than three different social
networks at the same time.
Only 3.6% said they don’t participate in any social
network.

6. Where I find my sources?
Social networks, based on relationship and exchange of
information, have become an important tool for
journalists to find their sources.
When asked whether they have been using social
networks to contact them, 79.7% said yes, against
20.3% who are not supporters of this practice.

7. Besides being a supporting tool to article’s
production, social networks are also sources of
information for journalists. 83.3% of survey’s
participants recognized they have used information
raised in social networks (such as a trending topic,
from Twitter) to create an agenda.
And this practice seems to have become popular:
40.3% have already used a topic emerged from
social networks, at least from two to five times.

8. Twitter, the darling of journalists
PR Newswire survey found out that Twitter is
the favorite choice on social networks for
journalists. When asked which social network
would be more helpful for journalists on their
job, Twitter has led the voting, with 73.4% of
preference. Facebook was the second one,
with 18.7% and Orkut had a modest
participation with 2.3% of the preference.

9. Thanks for sharing
The journalists who responded the survey stated that,
besides obtaining information on social networks to
generate articles, they also like to share their creations
using these channels. 33.8% of the participants said
they always replicate articles they write on social
networking sites and 22% guaranteed sharing them
eventually.

10. This was the first survey PR Newswire has applied in the
country. The idea is to continually repeat this practice,
always raising relevant discussion topics about Brazilian
media players, helping the industry to better understand
and manage the changes that have been occurring.

11. Contacts:
Janaina Weigel
Director of Media Relations, Latin America
Camila Conte
Media Relations Coordinator
E-mail: jana.weigel@prnewswire.com
Phone: +55 11 2504 5100
Site: www.prnewswire.com
Blog: www.blogprnewswire.com
Twitter: www.twitter.com/prnewswirebr
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