A recent survey of journalists sought to test traditional PR assumptions about media relations. According to the conventional PR playbook, publishing a book substantially enhances a source’s reputation as a recognized expert, issuing press releases gains the media’s attention, and social media is supplanting traditional media as a PR outlet.
Wasabi Publicity and Dr. Jeanne Hurlbert of Hurlbert Consulting surveyed journalists to find if those views remain accurate. The survey produced some surprising results, they say.
Contact and Research Methods
Journalists receive scores of emails each day. Over half the journalists surveyed receive over a hundred emails per day. Some receive hundreds. They typically receive relatively few phone calls: 28.6% do not receive any phone call pitches on an average day, and 58% receive between one and four. That means PR pros who pick up the phone and employ a personal touch can gain an edge in attracting the media’s attention. Though PR has gone from typewriters to Twitter, sometimes old-school tactics produce better results.
Reporters most favor Google searches as a research technique. PR pitches came in a close second as a source for story ideas, a data point worth noting for PR teams that practice effective pitching strategies. Breaking news was next, and social media and press releases were notably lower on the journalists’ lists of story sources. Journalists on the business, technology or entertainment beats probably rely more on PR pitches to identify story possibilities.
How Reporters Pick Sources
Most journalists (77 percent) seek sources who are recognized experts in their field. Other desirable factors include original research and well-developed media materials such as an online press kit. “In other words, approximately one in seven media members look for a source to have a press kit, meaning that its importance in the overall development of media materials should not be understated,” the report states.
Traditional thought holds that writing a book substantially boosts a source’s standing as an authority. But only 8.6% of journalists said they look for book authorship when evaluating a source.
Implement Lessons from the Survey
Rieva Lesonsky, CEO of GrowBiz Media, a media and custom content company, and herself a journalist finds several lessons in the survey that PR can put into practice:
Get to know journalists. Specifically, learn how they prefer to be contacted. “For example, I get hundreds of emails a day, but calling me on the phone doesn’t make me more likely to write about your business—it just adds to my stress level!,” Lesonsky says.
Become an industry expert. Since publishing a book does little to establish credibility, consider other routes to becoming a recognized authority. Develop a professional reputation as a subject-matter expert and influencer by speaking at industry events, improving your social media profile, and by sharing and posting useful information.
Produce original research. While the term “original research” may sound intimidating, you don’t have to conduct a scientific experiment. Merely share information, such as the results of a customer survey or interesting statistics you’ve uncovered. For example, a children’s toy store can complete original research by surveying customers about the toys that will be most popular during the upcoming holiday season.
Optimize your website for search engines. Because reporters frequently research on the internet, optimizing your website for search engines helps gain journalist’s attention. Create an online press kit in the “About” section of your website with all of the information that a journalist might want about you, your business mission, your startup story—whatever makes your business stand out from the pack. Include appropriate photos, graphics and videos.
Finally, don’t confine your pitching to only traditional publications and broadcasters. Include on your list of pitch targets any online-only publications and well-established bloggers who write about the subject area you are pitching.
To validate your efforts and success, it’s best to document your contact endeavors and also to monitor and measure placements of press releases and media relations triumphs.
Bottom Line: A new survey reveals how journalists conduct research, select sources, and typically receive PR pitches. The results may contradict some conventional PR beliefs.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
