The Best Way to Reach Media

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In a previous post, I discussed how important it is to Give ‘Em What They Want when it comes to working with the media. I recently came across an article in Ragan’s PR Daily that addresses not only giving reporters information they want, but also giving it to them how they want it.

The article refers to a study by PWR New Media, in which the company surveyed 200 journalists, the majority of whom work for print outlets. (Not the most comprehensive survey, yet still valuable.)

According to the study, when asked how they prefer to receive press releases, 87 percent said e-mail is the best way. Online newsrooms were a distant second at 3.5 percent, and 0 percent (that would be nobody) said they want to receive press releases via wire service or fax.

Although e-mailing press releases has served as the obvious method of delivery for the past few years, I’ve still witnessed many releases going out through wire services—and many companies requesting that their agencies distribute information that way. This study helps support my theory that wire services are officially dead. Reporters want one-to-one communication, personalized to their outlet and audience, not mass messages distributed to everyone and their brothers.

Some other interesting findings from this particular study:

• 87 percent said high-res images are very important
• 79 percent of journalists were either “much more likely” or “likely” to cover a story if it included high-res images
• 91 percent of journalists said that having easy access to relevant background, bios and supporting information is very important when researching a story
• 76 percent cited verbiage from a press release

March 4, 2011 · Posted by in misc  


2 Responses to “The Best Way to Reach Media”

  1. Pete Prodoehl on March 4th, 2011 8:58 am

    I think it’s similar to blog posts… If you’ve got a great photo it tends to grab people’s attention, and might make them more likely to share it with others.

  2. HeyGabe on March 4th, 2011 9:15 am

    Important fact: Many news desks want “high resolution images” but don’t really know what that means.

    At one paper I worked for they say “800K or higher.”

    I’m just sayin’