Going straight to the source(s)

In the August issue of PRSA’s monthly periodical, Public Relations Tactics, I came across some interesting statistics provided by the Arketi Group. Simply put, the research shows the percentage of business journalists that utilize various sources for story ideas.

The breakdown is presented below:

News Source Percentage
News releases

92%

PR contacts

85%

Industry sources

85%

Newswires

77%

Search engines

70%

Blogs

55%

While the percentage of those using news releases and PR contacts doesn’t surprise me, I am excited to see that over half of the journalist surveyed use blogs as a story resource. Being in the business-to-business space, I see this as one more reason why companies should consider starting a blog. It’s another way to communicate with the public and show thought leadership. Additionally, the research shows that there isn’t just one way to communicate with the media. As you’ve heard before, PR doesn’t stand for press release.

News releases may be the top contributor, but it is important to remember that public relations is about maintaining the relationship. Each journalist or editor has their preference on how they receive their news, so this must be taken into consideration when pitching the next story. They may prefer the good old press release or they may want to hear your voice on the phone instead. Either way, the study shows that you must try to reach these journalists through multiple venues, not just one.

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