Mark Twain as soon as stated, “The general public is the one critic whose opinion is price something in any respect.” However PR professionals know that journalists’ opinions matter — lots — once you’re pitching tales to them.
Tech public relations agency World Outcomes Communications (GRC) revealed the findings from their second annual PR Media Report final month. Common readers could recall that I reported on their first landmark survey revealing journalists’ shifting attitudes towards public relations and the challenges they’ve working in an {industry} present process transition, together with what they admire most from PR and media relations professionals.
On this second have a look at GRC’s newest PR Media Report, US media members answered questions overlaying the identical gamut of industry-relevant matters as final 12 months.
For background: The survey was carried out in 2022. Of the 1,015 respondents, 46% maintain decision-making roles as editors, with 58% possessing greater than 20 years of expertise. This implies they’ve witnessed large modifications, company mergers, and {industry} upheaval throughout their careers. Notably, 85% of the respondents have been within the hrefmedia enterprise for a minimum of 10 years.
Overview
GRC Founder and CEO Valerie Christopherson stated in a press launch, “At first look, it seems not a lot has modified 12 months over 12 months, with three-quarters of respondents stating their reliance on content material from PR is similar as in 2021.”
“Nevertheless, a more in-depth have a look at the information reveals that demographics are shifting; print is on the decline, and broadcast and digital are on the rise. Journalists are dealing with extra competitors than ever, know-how is taking part in a better position, and obligations are shifting. So, it’s incumbent upon us in PR to take heed of those modifications and adapt accordingly to higher service journalists’ audiences and our purchasers alike.”
This re-evaluation allowed GRC to measure if or how issues have modified for the reason that prior 12 months. For instance, when respondents had been requested if their reliance on content material from PR had modified from 2021, 75% stated their reliance was the identical, 15% stated it was much less, and 10% stated it was extra.
The primary motive given for counting on PR for content material? That stayed the identical as nicely — plain and easy — it saves them time.
What’s modified
The report outlines three key takeaways: the altering demographics in journalism, PR remains to be too promotion-heavy and news-light, and fewer journey is required for face-to-face interviews because of the rise in video conferencing.
The demographic modifications included the kind of outlet they work for and their {industry} focus, as proven within the chart beneath from the PR Media Report.
Face-to-face interviews go digital. The report acknowledged, “Even journalists, who historically have most well-liked cellphone calls and e mail for interacting with sources, are slowly getting on board with video. Virtually half the respondents (47%) nonetheless favor cellphone calls, with 33% preferring interplay by means of e mail. However 20% now favor video, a big bounce from final 12 months at 11%. Seeing somebody’s face and listening to their voice concurrently might help construct stronger relationships. For journalists, this may be useful in establishing a rapport and constructing credibility with their sources.”
For many who really feel PR is too promotion-heavy and news-light, greater than half of the journalists (58%) say it’s as a consequence of misalignment with the audience of the reporter or media outlet, or it’s closely leaning on the promotional facet (32%).
Take into account this: Within the early Nineteen Eighties, there have been about 50 media firms controlling the {industry}. Whereas, immediately there are simply 5 firms that personal roughly 90% of the information and leisure media (together with TV, radio, cable, digital and print newspapers and magazines, books and movies).
What it means for media relations
This final level on PR misalignment reaffirms what everyone knows and what I’ve beforehand stated about pitching the media. PR professionals have to be meticulous in researching potential pitch targets by digging deeper – taking a look at previous tales, truly studying the journalists’ and shops’ current articles or blogs, and testing what matters they’re speaking about on social media. It’s essential to (nearly) get to know the particular person nicely sufficient to be assured that the story you’re about to pitch is an effective match.
Associated: The way to Create a Focused Media Record
On the plus facet, 78% of the respondents say they depend on info from public relations professionals for information. As well as, 89% of the journalists stated the PR professionals supplied useful content material.
Maybe unsurprising, however of word, the content material journalists are more than likely to make use of media releases (59%). Subsequent is article abstracts or story pitches (13%), press kits (9%), contributed article by a topic knowledgeable (6%), and case research (5%).
Let me say this loud for these within the again… Regardless of years of listening to the ‘press launch is useless,’ it’s clearly not! It might be the oldest instrument within the PR toolbox, however it clearly nonetheless holds actual worth.
Nevertheless, journalists report that the standard and accuracy of the PR content material must be improved. When requested how usually they’re supplied with inaccurate info, 69% stated steadily (with 1% saying each day) or typically, and simply 31% stated rarely.
The survey additionally requested journalists what core attribute of a PR skilled they admire most, and (sadly) it’s the identical factor that wants enhancing, because the chart above exhibits.
One other survey of journalists final 12 months confirmed that journalists are busier than ever as they cowl a median of 4 beats (matters). As well as, almost three-quarters of journalists stated along with producing on-line and print content material, they produce different content material like newsletters and podcasts.
A Reuters Institute’s traits and predictions report stated that journalists “have, to some extent, been ‘burnt out’ by the relentless depth of the information agenda, alongside more and more polarized debates about politics, id, and tradition.” This has led to journalists “struggling to deal with burnout from a relentless information cycle which has usually impacted their very own well being, assaults by politicians, and harassment on social media.”
PR professionals have to be a part of the answer and never add to the issues journalists face each day!
Do higher
The PR Media Report exhibits that whereas the media panorama has dramatically modified over time, most journalists (89%) say their opinion of the PR career has not.
On one other word, the Axios Communicators e-newsletter summarized media relations in 2022: “The tumultuous information cycle, paired with fragmented audiences and slim newsrooms, made for a difficult 12 months for PR.” We agree!
What does all of this imply for communicators? We should do higher.
Along with complete media monitoring companies, Burrelles provides entry to an immense world database of print, on-line, and broadcast journalists, influencers, bloggers and analysts. Contact us to be taught extra or to request a dwell demonstration.
