PR Newswire did several studies on the subject of press releases and reporters. Here's what they found out:
How reporters in the newspaper, trade, radio, TV and wire services receive
their news. How reporters in the newspaper, trade, radio, TV and wire services
receive their news.
- 67% by fax
- 52% by wire
- 44% by regular mail
The study also showed that an overwhelming amount of reporters would prefer getting their news via the Web or email, versus the fax, unless it's requested. Newspaper and trade journalists tend to have the most sophisticated equipment and will be quicker to move away from paper-based delivery systems.
The study also showed that an overwhelming amount of reporters would prefer
getting their news via the Web or email, versus the fax, unless it's requested.
Newspaper and trade journalists tend to have the most sophisticated equipment
and will be quicker to move away from paper-based delivery systems.
How do reporters use press releases.
- 74% for background
- 65% for contact information
- 63% for news tips
- 53% for news announcements
- 24% for links to Web sites or other embedded information
Tips on reaching financial journalists.
- Establish contacts with reporters when you don't have a story to pitch. Give them industry trend information they can use or store for another story. This positions you as someone the reporters can rely on, rather than someone just pitching another story.
- Create a press kit that can be posted on the Internet.
- Get to know the publication you are pitching. This way you will know how your story fits into their publication. Also, don't call them and simply restate the facts that are on the press release.
- When you pitch, make sure you have other sources for the reporter to help them fill out the story.
Also, financial stories don't just belong in the Wall Street Journal or Investors Business Daily. Using the correct spin can land your financial story in publications like BrandWeek or the Industry Standard.
(PR Newswire, 212/282-1929, http://www.prnewswire.com.)
Say What?
There's one good thing to be said about using technical or legal jargon in a press release - it spurs conversations among reporters and their co-workers who actually take the time to try and decipher its meaning. The mystifying message allows weary journalists to break from their work routine, escape the stuffy confines of their cubicles and gallivant about the office searching for someone who will know what all the big words mean.
In the spirit of coffee breaks, we offer our heartfelt thanks to Harrah's Entertainment, which afforded us such an opportunity with its Dec. 15 stumper. As for its meaning, the consensus at PR NEWS is it has something to do with international actors, an old singing group and slavery. You decide...
"LAS VEGAS, December 15, 1999 - Harrah's Entertainment, Inc. (NYSE:HET) announced today that, in conjunction with its pending acquisition of Players International, Inc. (NASDAQ: PLAY), Harrah's Operating Company, Inc. is soliciting consents to a proposed amendment to the Indenture governing Players International's 10 7/8% Senior Notes due 2005 (the "Notes")."
Gotta love those slow news days.