The PwR 2011 Study shows that journalists are embracing the online world:
- 77% contribute content to a website or a blog in addition to their usual duties
- 87% prefer to receive press releases via email
- 91% want “easy access” via a link in the email to relevant background, bios and supporting information
- 87% want access to high res images
- 76% want verbiage they can cut and paste easily
- 79% are more likely to pick up a story with an image
For the first time journalists are asking for digital assets with embed codes:
- 44% want access to low res images
- 32% want embed codes so they can easily grab and reuse the images on websites or blogs
- 22% want an image player they can transfer to their site with a few clicks
The use of video is also gaining ground:
- 85% of online media sites are using video with their news stories
- 30% of journalists are now looking for web quality video
- 23% say that embed codes for easy transfer of your video to other sites and blogs are very important
Journalists are relying on the digital world for information:
- 96% start with a search
- 84% like electronic media kits emailed to them
- 87% use online newsrooms
- 85% tap social media (Facebook, Twitter)
- 82% read blogs
- 32% get information via RSS feeds
Re-examine your Media Relations Strategy:
There are 30% fewer journalists and the way they are expected to do their job is rapidly changing. If you want to get coverage for your news stories, you have to change too.
- Create a rich news environment on your website where journalists can find all the data they need
- Post your news in the social media release format. (It’s like an electronic media kit)
- Add images and videos
- Add slide decks and graphics with players that can easily be transferred to a website or blog
- Provide embed codes for all visual material
- Include bios and relevant background/supporting material
- Add media contacts
- Send an email to the journalist with links to this content
- Make it possible to subscribe to your news in a feed or by email
- Make it easy for any visitor to share the news content
When you give journalists the news in the format they prefer it pays dividends.
“We are delighted with the results of our move to a social media newsroom. We’ve gained media coverage that has not only transferred into positive exposure for our destination, but has helped increase visitation to our industry partners as well.” Casey Hough, Marketing and Media Manager VisitWinstonSalem.com
Image Credit: Lisa Padilla Flickr
