PRGN survey shows how European, US media prepare for CEO interviews

An international survey conducted by Public Relations Global Network (PRGN) has unearthed some subtle and interesting differences in the way European and North American business journalists prepare for an interview with a company CEO.

As reported in the influential industry publication PR Daily, the survey examined the requirements, habits and expectations of business journalists when preparing for and conducting interviews with company heads. Journalists on either side of the Atlantic were interviewed as part of the study including 165 leading business and marketing journalists from around Europe.

Perhaps the most interesting difference between the two markets is the role of social media when it comes to interview preparation. LinkedIn (80%), Twitter (70%) and Facebook (64%) are among the first ports of call for North American journalists, whereas in Europe it is much further down the pecking order, with only 16% of journalists using social media as their top source to prepare for an executive interview.

Our fellow PRGN member Anne Buchanan, President of Philadelphia-based Buchanan Public Relations, told PR Daily she is not surprised by how much North American journalists rely on social media in their interview preparations.

“What does surprise me is the number of CEOs who do not have a fully optimised LinkedIn profile