verbiage and backgrounders, bios and other information also ranked
high, 72% and 78% respectively.
Although video and audio still
don’t seem exceptionally important to our respondents, the percentage of journalists who label them (very) important has grown over the years we’ve conducted the survey. This year, 35% said downloadable video/audio was (very) important, versus only 20% in last year’s survey, and 29% said embed codes with video/audio was (very) important, speaking to the growing desire to get easily usable web-content in releases. When asked specifically if web content was important to them in a release, 30% said it was (very) important. Similar to what we’ve
seen in the past, 33% said a downloadable logo was (very) important.
Finally, we once again asked journalists to tell us anything
they wanted PR professionals to know about their news release
preferences. They had a lot to say about how they wanted to receive
releases, what they did, and did not, want with releases, and
what PR pros should, and should not, do to get better pick-up. You can
view all the unedited responses here.
And, for charts of all the survey questions go here.