The 2010 PRWeek/PR Newswire Media Survey reports that 52 percent of bloggers consider themselves to be journalists. Yet, despite viewing themselves as professional, only 20 percent derive the majority of their income from their blog work; a four percent increase from 2009. The report finds that workloads are increasing and that the current state of media is still in flux, as evidenced by diverging views of traditional and new media and the media and PR communities. 

Some of the key findings from the report include the fact that over 70 percent of the respondents report a heavier work load, as they are required to report on more stories than before, many of them for Internet consumption. Over a third (37 percent) reported that they are now required to maintain a Twitter feed, adding to the daily task list. 

Thinning of the media ranks has affected journalists as well, with almost one third (31 percent) stating that staff cuts and layoffs have affected their jobs over the last few years. However, worries about future staff reductions appear to be diminishing. Respondents see the shift from print to online reporting as the primary driver over the next three years, with 57 percent of magazine and newspaper journalists seeing this trend continuing and growing. Interestingly, a majority (52 percent) of the journalists responding to the survey believe that building a personal brand is either "extremely important" or "important" to their future (link to article three). 

How journalists are being pitched by PR professionals continues to evolve as well. While PR pros see e-mail as their primary pitch medium, with 74 percent claiming this as their most efficient approach, an increasing number of journalists report that they have been approached through social media channels. 

"Heavier workloads, shorter deadlines, and increased competition are causing journalists to seek out new sources of information to help them get their jobs done, including social networks," said Erica Iacono, executive editor of PRWeek. "Although these new tools offer a different way for journalists to interact with PR professionals and media consumers, there must still be a focus on the basic tenets of good journalism."