Report: Journalists are ditching the press release
The press release isn’t dead, but its traditional format is on life
Muck Rack and Zeno Group surveyed more than 500 journalists
around the world and found that roughly half of journalists around the
world (53 percent in the United States and 41 percent outside the U.S.)
don’t use press releases to find new story ideas.
The survey also revealed that only 3 percent of journalists globally said
that they heavily rely on them.
Sending press releases isn’t entirely a fruitless activity: Twenty-nine
percent of U.S.-based reporters and 36 percent of non-U.S. based reporters
said they “somewhat” rely on press releases, and 16 percent of journalists
globally use press releases but would prefer a different format.
So, how can you pivot from the traditional press release?
Nearly half of reporters (49 percent) said they’d more likely pay attention
to a press release if it contained an infographic, and 13 percent said
they’d pay attention if a video was featured in a release.
Benchmark report: How journalists use social media]
Thirty-five percent said nothing PR pros do will make them interested in
releases—so you might want to flex your social media muscles and get your
storytelling juices flowing. Short, snappy pitches with an enticing
narrative sent through email or Twitter will probably gain more attention.
PR pros and reporters work together—but aren’t partners
Along with altering (or abandoning) your press release, don’t forget the
importance of relationships with reporters.
Roughly half of journalists (52 percent in the U.S. and 45 percent outside
the U.S.) said they consider relationships with PR pros and agencies
“mutually beneficial, but not quite a partnership.” Though only 22 percent
of reporters globally think of PR pros as “a necessary evil,” far less (4
percent) overall consider them partners.
Social media is important, but not perfect
When it comes to boosting your media relations efforts—and endearing
journalists—look no further than social media. Along with using digital
platforms to source news, many reporters consider how well their stories
are going to be received online.
Sixty-three percent of journalists in the U.S.—and 68 percent outside the
U.S.—track the number of times their stories are shared through social
media platforms, and more than 41 percent said they consider a story’s
potential for social media sharing when considering if they should write
For reporters, social media is also a powerful way to source breaking news
stories. More than one-third of journalists (34 percent) turn to social
media platforms as their first news source, and 37 percent of journalists
said they expect to spend more time on Twitter and Instagram this year.
Twenty-seven percent of reporters said that Twitter is their primary news
However, not all platforms are golden.
Though a quarter of journalists said they aim to spend more time looking at
news on LinkedIn (26 percent) and YouTube (25 percent), 16 percent said
they will probably spend less time looking at LinkedIn compared to last
year. Fifteen percent of reporters said they aim to spend less time on
Twitter, and 44 percent said they will spend less time on Facebook.
Part of the reason for journalists turning away from social media channels
is changing algorithms: The majority (70 percent) said that the way
Facebook and Twitter rank news sources isn’t helpful to their work.
Measurement is an increasing focus for publications—and the journalists
they employ. Though many communicators are embracing metrics, the role of
data and analytics isn’t something that reporters have completely figured
More than half of the U.S. reporters surveyed (52 percent) said they use
analytics to track how well their stories perform online. Forty-three
percent of journalists outside the U.S. agreed. The majority (72 percent)
said that measurement has affected their jobs.
However, only 35 percent of reporters said that data and analytics help
them to improve the work they do, and only 30 percent of reporters in the
U.S. (and 35 percent outside of the U.S.) said that metrics “increasingly
influence” the stories that they cover.
Struggling with data’s role is a communications trial to which many PR pros
Use it to your advantage and include new or interesting statistics and data
in your pitches. Don’t use old data or analytics that have already been
widely used. Instead, sprinkle your pitch with numbers that grab
journalists’ attention and clearly show why a story is important to cover.