Charting The Industry: Press Values PR – With a Few Caveats

Digital media's ongoing emergence may be rewriting the rules of traditional media relations, but PR pitches still drive coverage in a big way. Submissions from PR professionals are used by more than 94% of editors/journalists, ranking second to Web sites out of the nine sources examined in a recently released study looking at how editors and journalists use and value PR. The national survey of media professionals, conducted by Cision and The George Washington University Master's Degree Program in Strategic Public Relations, hit upon many aspects of the interplay between media and PR professionals, especially in the context of digital platforms' influence on their relationship. Beyond the finding that media relations efforts are still bringing home the bacon, additional areas of interest for communications professionals seeking insight into journalists' preferences include: For monitoring responses to stories, only Web sites and blogs were considered important; conferences, trade journals, industry newswires, social networking sites and podcasts were rated as unimportant. With few exceptions, editors/journalists across the board agreed that e-mail pitches should be more relevant to their beat/area of interest, be less promotional, state benefits for their audiences, have stronger story ideas, cover the five W's in leads, and be better written, with less boilerplate information.

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