Second annual PR Opinions survey

Tom Murphy has published the results of his PR opinions survey. This item caught my eye -

The vast majority of the sample believe that the Internet is having a positive effect on PR and that it has improved their relationships with the media - however 43% believe that the Internet is making PR harder

These two opinions are in no way contradictory. The Internet and blogs have opened up many new opportunities for PR and story placement. On the other hand story tracking and measurement are vastly more complicated. So you have to work harder; but you have more opportunities.