Once again, we surveyed over 200 journalists, from all types of media outlets, to find out how they want news releases delivered and what they want releases to include.
We learned that 88 percent of journalists want releases delivered via emails. While 5 percent want releases via mail and 1 percent want them via RSS feed or online news rooms, a whopping 0 percent said they want releases delivered via wire service or social media—a stat that will come as a surprise to some PR professionals.
And journalists not only want to access releases online via email, they want those releases loaded with the kinds of transferable assets that make their jobs easier. With 68 percent of respondents saying they are responsible for creating some online content, easily transferable assets continue to grow in importance. Here are the assets they told us are (very) important, ranked by importance.
- Relevant backgrounders, bios and supporting information 85%
2. High res downloadable images 78%
3. Verbiage from news release 78%
4. Link to relevant blog on topic 46%
5. Information about brand’s social media platforms so I can follow or view 41%
6. Web quality downloadable video 40%
7. Relevant Infographic 40%
8. Embed code so I can easily transfer video player to your site 38%
9. Downloadable logo 37%
10. Low res downloadable images 33%
11. Embed code for individual images 33%
12. Downloadable audio 27%
13. Web content such as Slideshare, Photobucket, or other on-line service 27%
14. Broadcast quality downloadable video 26%
15. Social media bookmark to share and archive on social media sites 26%
16. Tweet This icon to instantly share on Twitter 26%
17. Illustrated video to explain release topic 24%
18. Image player with embed codes to transfer to my site 23%
19. Facebook Like button 15%
20. Link to brand’s RSS feed 15%
21. Relevant Motiongraphic 11%
22. Chat box feature to enable instant dialogue 8%
23. Pinterest Pin 7%
While many assets are important, images continue to substantively increase the chances that a journalists will pick up a release and turn it into a story: Asked if they were more likely to cover a story if they had easy access to relevant images, 77 percent said they were indeed more likely. In the words of one respondent: “… links to download photos is very useful. You can’t always reach a company’s communications staff as quickly as needed. Having high-res photography immediately available greatly increases a company’s chance of being featured, as we often need content at odd hours. I write for both print and the web, so I can always convert high-res images for web use.’
CHECK OUT PWR’s 2016 JOURNALIST SURVEY HERE.