Online Newsrooms, Press Releases Critical Resources for Journalists, According to 2014 Media Survey: Journalists Reveal Their Preferred Sources, Content Types and Newsroom Features

The recently released 2014 Business Wire Media Survey shows nearly 90% of responding journalists used a press release within the last week and that almost 80% turn to a company’s online newsroom when researching an organization. These and other findings were collected from more than 300 North American journalists belonging to a wide range of news organizations. The online survey was conducted by Business Wire between March and May.

The survey shows that journalists have specific content needs, turn to trusted sources for corporate news and use specific metrics to evaluate their stories, all providing public relations professionals with a roadmap to more effectively developing, distributing and sharing content.

More than 50% of journalists said the number of page views was a chief measurement metric for their own stories, with 42% saying social media activity and 24% counting the number of comments.

Showing the enduring value of press releases, 89% of journalists surveyed used a press release within the last week. Nearly 75% of surveyed journalists preferred graphics or infographics to be added to press releases and more than 70% also wanted photographs.

“The 2014 Business Wire media survey was designed to better understand how journalists cover companies and organizations in today’s digital and social world. With knowledge acquired from the survey results, professional communicators can identify the latest preferred content sources and online newsroom needs, and then act to produce and provide content that will enhance their media relations programs,” said Ibrey Woodall, Business Wire’s vice president of web communications services, in a news release.

Reporters turn to newswires regularly, with more than 70% identifying Business Wire and 66% identifying PR Newswire. No other service was cited by more than 25% of journalists. Conversely, reporters overwhelmingly don’t want to be pitched on social media, with negative responses to pitches hitting 90% for Facebook, 88% for Google+, 83% for Twitter and 75% for LinkedIn.

Online Newsrooms

While many research tools are available to today’s journalists, according to these survey results, more than 90% of reporters use an organization’s main or corporate website as their top source, with nearly 80% using the organization’s online newsroom ahead of social media networks, blogs, trade publications and other sources.

Because the online newsroom is a top journalist destination, a series of questions regarding online newsroom content, access, complexity and functionality were presented in the survey.

While press releases are the preferred content type by nearly 90% of reporters surveyed, fewer than one in 10 want press releases to appear in only PDF format, with more than half preferring the HTML/text format option.

Reporters want access to archival content in online newsrooms, with the majority wanting the ability to search at least one to five years of historical press releases. They also want brand-published content, with more than 60% of surveyed journalists receptive to brand-published content within the online newsroom.

Download the complete survey results here.

Edited by Richard Carufel

One Response

  1. Nancy Wiser July 7, 2014 Reply

Add a Comment

Your email address will not be published. Required fields are marked *

PR Biz Update PR Agency News PR People Marketing Trends
studio still life of four cog-wheels
Internal Comms: Work-Life Balance Now Linked to Employee Engagement, Motivation and Job Satisfaction, APA Study Finds

Contrary to popular belief, work-life balance and work flexibility issues aren’t...

business folder with label training
It's Time for Digital Pros to Go Back to School: Lithium Opens Registration for New Social Response Certification Training

A recent study shows that customers’ expectations are pressuring business leaders...

pope-long
Pope Francis’ PR Pulse: As His U.S. Visit Nears, Pope Viewed Favorably by Americans—Depending On the Media Sources They Follow

With Pope Francis visiting the United States later this month, a...

Thought Leaders On Deadline
mcwhopper
McFlop? Nope—Burger King’s Snubbed PR Stunt Still Kinda Worked

By Hartley Butler George, Media Research Analyst, MediaMiser When Burger King...

rich-kahn-350x290 (1)
Building a Good Crisis Management Strategy

By Rich Kahn, CEO, eZanga.com Not all news is good news,...

business people meeting in office.
Measuring Employee Engagement: The Best Metrics for Getting Started

By Abbie Reedy, “The Conjurer of Content,” Heroic Search During the...

PRtools-pics3
Media monitoring and analysis

Current clients, please login here. Would you like to reduce the...

PRtools-pics
Inside Health Media

Current clients, please login here. Top pharmaceutical companies, hospitals, healthcare PR...

PRtools-pics2
MediaPro: Bulldog Reporter's media database

Current clients, please login here. Do you need precisely targeted press...

PRtools-pics4
Blogger Lists

These blogger lists are guaranteed to increase your chances for scoring blockbuster...