Journalists face many frustrations in their working lives, which can affect the way they work with PR and communication professionals.
In February 2016, Mynewsdesk surveyed more than 2,000 journalists in nine countries and found some key facts that could help you to better understand your press contacts. Here we explain the frustrations and how you can use your newsroom to ease these frustrations and increase your chances of getting your story out there.
Journalists never have enough time
The biggest frustration facing today’s journalists is a lack of time. Almost half of the respondents to the Mynewsdesk survey said that time is their biggest frustration. Publications want to get news out as quickly as possible, which means that journalists have to work fast. Therefore, you need to be ready to respond rapidly to journalists’ questions and requests for more information.
It’s easy to keep your videos, pictures and other documentation, available for journalists in your newsroom with Mynewsdesk. By linking to the content in your company newsroom, in your press release, you have created a hub for all things concerning your story. You even might increase traffic to your web page too!
They’re frustrated by stories that aren’t relevant
Every time you pitch a story to one of your press contacts that aren’t relevant to their publication, you cause frustration. Around a quarter of the journalists who responded to Mynewsdesk’s survey feel more irritated by irrelevant story pitches than any other aspect of their job. When you pitch a story to your press contacts, try to include an angle that makes it relevant for their publications.
Remember to use the categorization field correctly! With Mynewsdesk, your stories reach the right journalists and other influencers. They have opted in to receive news from categories they’ve chosen so that your communication efforts won’t be in vain. Relevant news equals relevant eyes for your story.
Their publications want in-depth reporting
Although journalists are constantly under pressure from deadlines, the biggest priority for publications is in-depth reporting that generates interest among readers. To create this kind of report, journalists must seek out supporting information to strengthen their stories. They may need to ask you for information beyond the initial press release, so have extra details and documentation at the ready!
When using Mynewsdesk, remember to always include your company’s’ contact person/persons. That way you can be reached exactly when that extra information is needed, and your story is always served piping hot.
Journalists publish on numerous channels
The average journalist publishes content across three channels, which can be time-consuming. The three most common channels are print media, online news websites, and Facebook, with Twitter as a close fourth medium for publishing. Some journalists also publicize through YouTube, LinkedIn, and Snapchat. This multi-channel approach means that both journalists and PR personnel have to carefully consider the readership on each platform and tailor their stories accordingly.
To save time, you can select which external channels (e.g. social media) to use when publishing with Mynewsdesk. This way, you can publish your story in several channels at the same time, and the journalists can choose the one(s) that are most relevant to them.
They face greater demand for visual content
An overwhelming 85% of journalists claim that demand for visual content is growing. Journalists must source images and videos to support their stories. The shift from print media to online news allows journalists to use video footage in their reporting, creating a richer media experience for their readers. Consider providing video content to journalists along with typical text-based press releases.
You can easily create your own press kit on Mynewsdesk, to supply all the video, photos and other documentation your readers will ever need.
It is vital for communicators and PR professionals to understand the challenges journalists face so they can work effectively together to create and publish better, more relevant stories!
To understand the state of modern journalism even more deeply, get your copy of our e-book “Journalism Trends 2016” today.