PWR New Media recently conducted a survey of journalists in newsrooms across America. We wanted to know more about the state of newsrooms today, how journalists prefer to receive press releases, and what information they found useful when receiving press release or press kit information.

Nearly 200 journalists participated in our survey, giving us a clear snapshot of journalists' needs. Participants of the survey spanned all media types: Newspaper (63%), magazine (28%), television (5%), radio (3%), Internet (1%) and news service (1%).

We found that an overwhelming 79% of journalists prefer to receive releases via email, with just 13% preferring regular mail and 2% preferring fax. Despite their preferences, only 52% of journalists say they frequently receive releases via email compared to 41% who receive them via regular mail and 28% via fax.

We also asked journalists how important it was for them to be able to download images, verbiage, logos, and video/audio. Seventy-eight percent of journalists said it was important or very important to be able to download verbiage directly from releases and 84% said the ability to download images was important or very important. Fewer respondents found it important to be able to download a logo (only 33% said it was important or very important). Similarly, a minority found the ability to download audio (17%) or video (20%) important or very important. (Note, however, that the survey is heavily weighted towards the print medium. When narrowing down to those few who work for television stations the numbers are much higher—nearly 100% of television journalists said video was important or very important.)

We also asked journalists whether or not being asked to register when visiting online newsrooms had an impact on their use of the site. Although 82% of journalists say they visit on-line newsrooms when researching a story, many (38%) said they were unlikely or very unlikely to register to gain access to the site.

Finally, we asked a single open ended question: Please tell us if you have any comments on how you receive press releases.  About one-third of journalists responded and they had some interesting things to say. 

One journalists replied, "No method is foolproof, but email is by far the most effective, because I monitor it constantly when I'm at work. Important tip for writing e-mail press releases: Summarize your story idea in the subject line. Some people just write "press release" or "story tip." If I have scores of things like that sitting in my inbox, I will never notice yours. Give me some useful information please. Fax is the worst. They often go astray—150 people use the same fax machine. They are delivered late, and then frequently are put in my snail mail box… I get way more snail mail than I can open, much less read… It simply isn't an effective way to reach me, especially in any kind of timely manner."

Another journalist noted, "Time is of the essence. I must download the stories and send to a server within just a few hours. If the photo is with the story I may use it, depending on space and layout. Graphics are used occasionally. I will almost never use a press release that is mailed or faxed, since our text scanner is down. Hard copy has to be typed. Nobody has the time. Discs and press kits are the last thing I look at when I am desperate for material. Sometimes use disc art for food and gardening."

And another stated, "Because I also write a daily blog, it helps if I can link readers to releases or information at Web sites. And it helps if they are available at the same time an e-mail containing the information arrives.

To see more unedited responses to our question click here.

At PWR New Media, we believe it is important to listen to our clients and the media community. We will continue to communicate with journalists about their preferences.  If you have a question you would like us to consider for future surveys let us know by emailing us.

Return to Cover Page