pr research report – maximising the effectiviness of press releases
Earning your wage as a journalist may be glamorous, intellectual or downright disturbing, depending on who exactly it is that you work for, their circulation concerns and the deadline.
The job of Press Relations often appears to be a battle between paid brand enthusiast versus pressured and somewhat jaded media professional. Gaining the interest of journalists isn’t easy, but a recent report from Glide Technologies does make interesting reading for anyone wishing to gain media attention and improve their relationship with journalists.
The findings of the Glide report, kindly supplied to me by Sam Phillips and attached below for download, are set out in a clear and appealing way. The report should interest anyone wishing to reconsider how to go about contacting journalists with press releases in the modern digital age.
Some highlights of the findings include:
– Most journalists receive 20 – 100 Press Releases per day. The huge majority of which arrive by email.
– 75% of journalists are more likely to use a press release with links to high resolution photography, diagrams, video/sound etc.
– 45% of journalists use blogs/wikis for their research (but don’t trust them)
– 92% say the need for good quality information on corporate websites has increased
Apparently journalists still experience a significant proportion of irrelevant, poorly presented press releases that contain facts which are hard to verify and supplied by PR Officers that are hard to contact. The rise in high resolution photography, video and animations has also led to an IT scuffle regarding huge attachment files that are either blocked by the server or fill the inbox – much to the annoyance of the journalists.
Most interestingly perhaps is the survey claim that 88% of journalists would ignore, reject, or simply be less inclined to read future press releases from a brand (i.e. deleting email without reading) if they’ve previously been copied in on releases that weren’t of genuine relevance or interest to the journalist.
This is a sobering call for brands to be relevant at every contact. You may wish to try and ‘reset the clock’ to some degree by meeting with the key journalists that influence consumer and investor opinion in your brand’s market. Particularly if you don’t feel you have already established a positive contact with them.
Judging from the concerns of the 128 journalists surveyed by Glide, perhaps you should promise them good access to you when they wish to reach you, the brand owner. And then only send out targeted and personalised messages when you wish to communicate with them.
I find it a little strange that basic principals from direct marketing aren’t applied consistently to communications with some of the most influential brand commentators and influencers in the land? Who said PR was fluffy?
Filed under: Blog Post | 1 Comment