Reporters increasingly prefer electronic communications over traditional printed matter, according to a survey of more than 1,500 media outlets conducted by the web relations team at Weber Shandwick.

The agency polled a broad spectrum of consumer, technology, lifestyle, and business journalists about their preferred way to receive company news, and nearly 70 percent of respondents cited Internet and electronic communications as their top choice. Fewer than 10 percent said e-communications had little value.

¡§This survey underscores the transition that is already underway in our industry from printed press materials to electronic communication with journalists,¡¨ said Mike Spataro, executive vice president of Weber Shandwick | Web Relations. ¡§Technology should never get in the way of the message, but make no mistake; it will have a profound impact on the way we communicate with the media in the future.¡¨

Top reasons cited by journalists for receiving information electronically included:

„X Storage and filing simplicity
„X Easier to forward on to other appropriate parties within their organization
„X Faster access to company or PR contacts and relevant spokespeople
„X Elimination of newsroom clutter and information overload