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    January 2013
Powerlines
 
2013 Journalist Survey –
What the Media Loves About
News Releases
Once again, PWR surveyed journalists to learn about their news release preferences. This year over 220 journalists participated and shared loads of info on what they want from releases (and what they don’t want).

Nearly half of our respondents work for print publications (48% for newspaper and magazine) but internet and freelance reporters were also well represented (with 21% and 22% respectively). As in the past, we’ve seen an increasingly large percentage of all respondents (80%) tell us that in addition to their traditional duties they also contribute to a blog or other online site.

While journalists continue to receive news releases in a variety of ways—including email, wire service and online news rooms—an overwhelming majority (87%)
 
Project Spotlight
spotlight Check out this Valentine’s Day New Media Release we recently sent out for Hershey’s on behalf of PR Firm JSH&A. Sent to long lead sources a few months ago, they recently reached out to short lead sources as a redistribution (and included some great images the media loves helps too).

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imageprefer to receive releases via email. And now, in addition to doing research on their computers (98%), journalists are using smartphones (40%) and tablets (23%).

They also told us they want a rich variety of content, including transferable assets. Here's a list of assets they told us were (very) important, in order of importance:

RANK ASSETS IN ORDER OF IMPORTANCE %
1. Relevant backgrounders, bios, etc 92%
2. High res, downloadable images 85%
3. Verbiage from release 78%
4. Low res, downloadable images 47%
5. Info about brand’s social media platforms to easily follow 46%
6. Link to relevant blog on topic 46%
7. Downloadable logo 44%
8. Web quality downloadable video 43%
9. Embed code for transferable video 42%
10. Embed code for individual images 39%
11. Image player with transferable embed code 35%
12. Social Media bookmark for sharing and archiving release 33%
13. Broadcast quality downloadable video 30%
14. Web content such as Slideshare, Photobucket, etc. 28%
15. Downloadable audio 25%
16. Tweet This icon to immediately tweet content 21%
17. Facebook “like” button 19%
18. Link to brand’s RSS feed 17%
19. Chat box feature to enable instant dialogue 12%
To view complete chart data, click here.

81% want images
The importance of images has been consistent in surveys over the past few years. So to find out just how important images were for respondents, we also asked if they were actually more likely to cover a story if the release included easy access to images. A whopping 50% said they were “much more likely” and an additional 31% said they were "slightly more likely."

arrow   View All Charts from 2013 Journalist Survey

 
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Yes, the shoemaker has new shoes! We hope you enjoy our new and improved Powerlines. Feel free to send your thoughts and look for our shiny new website going live soon!
 
 
Content Tip Think Interactive
Make sure your digital collateral doesn’t work like a PDF. Include video, images, surveys, social media elements and other interactive features.
 
Design Tip Shhhhhh!
Avoid too many capitalized letters in your emails—they can trigger spam filters and firewalls (and unless you’re at a football game it’s never nice to yell).
 
Delivery Tip Short and Snappy
Keep your subject lines short, sweet and above all honest. Try a clear and concise statement of what’s truly informative and useful about your email.
 
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What They Said We also asked journalists to tell us what they wanted PR professionals to know about news releases. You can read their unedited responses in full here but to share a few, many mentioned how they most want to receive releases, such as:

"We prefer emailed news releases."

"I receive most press releases via email (used to receive them via messenger/mail) and appreciate the zero waste that comes with email.”

image  
While others share information on assets that help them most:

"I do an online events calendar, and emailed releases that have a photo or other artwork attached get put on the top of the pile for inclusion."

And in some cases, journalists told us what they wanted PR professionals not to send:

"No PDFs -- extra steps to be able to copy and paste. No complicated gate-keeping to retrieve online images from media/press section of website."

We also got some advice on general do’s and don’ts along with a variety of comments about the importance of relevance and targeting you can read here.

arrow   Read More Quotes from 2013 Journalist Survey

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Join us next month for more info on what we learned in the survey about how journalists feel about, and use, new media and social media sources.

 
 
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