what do journalists think of pr?
TRANSCRIPT
Today’s guest speakers
Jonathan BeanChief Marketing and Growth Officer
Mynewsdesk
Johanna SnickarsCommunications Lead
Microsoft
Christina AndersonFreelance Journalist & Writer
New York Times
2,000 journalists gave their insights into the evolving role of a modern journalist and the future of the media industry.
Get your free copy of the report at bit.ly/journ16
About Journalism Trends 2016
Their biggest painsThe five biggest frustrations of journalists, in order of importance, are lack of:
1. Time 2. Relevance in stories 3. Images & videos 4. Leadership 5. Training
Their favorite channelsTheir five preferred channels to get their stories, in ranking order, are:
1. Personal connections 2. Press releases via email 3. Social media 4. Search engine research 5. Word-of-mouth
Their view of PR professionalsHow is their relationship with PR communicators?
69%only hear from
them when they have a pitch
64%feel it’s important
to keep a good relationship
59%say they seldom
need to work with them to get
their stories
39%say they have
regular exchange with some over
calls or meetings
Tips for building relationshipsHow is their relationship with PR communicators?
1.Keep their schedules in mind 2.Send relevant and interesting info 3.Share and engage with their content on social
media 4.Be a trusted source of info
PR communicators experience similar frustrations. Lack of time, resources, education and training,
and they have more to do.
77%say their budget has
not increased to meet the requirement for
more content
67%are worried about keeping up to date
across so many disciplines
84%are working across more areas than
ever before.
Solutions
Productivity toolsMulti-channel publishing tools Smarter working methods
Why Exclusives? How to Scale?
Exclusives help you to:
• Gain attention to your story • Develop relations with a particular
journalist or media outlet • Get a journalist to invest time & resources • Build trust and become a reliable source
How to Scale?
• Dare to try new platforms • Go beyond the one-off campaign by
creating a long-term content asset that will stand the test of time & continue to deliver value.
Create a story compelling enough for it to be worthy of an exclusive
Know your journalist’s audience &
Key recommendation
Put relations back in PR.Learn how. Book a free session with an adviser. Go to bit.ly/PRadvice16