Former newspaperman Iain Fleming is researching the changing nature of press releases as part of a post-graduate diploma in public relations at Queen Margaret University, Edinburgh.

Hundreds of journalists took part in the survey after it was featured on HoldtheFrontPage earlier this month.

Early results have shown that half the respondents consider less than 10pc of the content delivered to them by the commercial PR sector is relevant and that two-thirds of them want to receive less such material.

Other findings revealed that 80pc of journalists regard 'follow-up calls' to check if a press release has been received as attempts to pressure them into using the story.

The futility of the practice is highlighted by more than half of editorial staff admitting to telling PR callers their press release has been received, even if it has not.

Said Iain: "The survey looks at a whole range of issues concerning delivery of content to news and picture desks by the PR sector and also shows that the method of delivery has changed significantly as technology has changed.

"For example, fax was responsible for about 90pc of press release deliveries a decade ago and is now nearer 5pc, while email – unsurprisingly – now accounts for around 75pc of content, despite the major problems which news desks say they have in dealing with it."

The online survey has been running for nearly two weeks and responses have come from as far away as the United Arab Emirates but Iain says more are needed if it is to be truly representative.

Click here to take part in the survey if you have not done so already.

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