Want More Media Coverage? Embrace Digital PR.

The PwR survey polls 200 journalists from newspapers, magazines and the Internet each year.

The 2011 study key findings show that journalists are embracing the online world:

77% contribute content to a website or a blog in addition to their usual duties87% prefer to receive press releases via email91% want “easy access” via a link in the email to relevant background, bios and supporting information87% want access to high res images76% want verbiage they can cut and paste easily79% are more likely to pick up a story with an image

For the first time journalists are asking for digital assets with embed codes:

44% want access to low res images32% want embed codes so they can easily grab and reuse the images on websites or blogs22%  want an image player they can transfer to their site with a few clicks

The use of video is also gaining ground:

85% of online media sites are using video with their news stories30% of journalists are now looking for web quality video23% say that embed codes for easy transfer of your video to other sites and blogs are very important

Journalists are relying on the digital world for information:

96% start with a search84% like electronic media kits emailed to them87% use online newsrooms85% tap social media (Facebook, Twitter)82% read blogs32% get information via RSS feeds

Re-examine your Media Relations Strategy:

There are 30% fewer journalists and the way they are expected to do their job is rapidly changing. If you want to get coverage for your news stories, you have to change too.

Create a rich news environment on your website where journalists can find all the data they needPost your news in the social media release format. (It’s like an electronic media kit)Add images and videosAdd slide decks and graphics with players that can easily be transferred to a website or blogProvide embed codes for all visual materialInclude bios and relevant background/supporting  materialAdd media contactsSend an email to the journalist with  links to this contentMake it possible to subscribe to your news in a feed or by emailMake it easy for any visitor to share the news content

When you give journalists the news in the format they prefer it pays dividends.

“We are delighted with the results of our move to a social media newsroom.  We’ve gained media coverage that has not only transferred into positive exposure for our destination, but has helped increase visitation to our industry partners as well.” Casey Hough, Marketing and Media Manager VisitWinstonSalem.com

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Image Credit: Lisa Padilla Flickr

This entry was posted on Thursday, May 12th, 2011 at 6:09 am and is filed under Digital PR News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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