Business Wire’s 2016 Media Blueprint Survey puts a magnifying glass to the work habits and preferences of today’s leading journalists and reporters. Knowing how to best reach and engage the media is a vital tool in a communicator’s arsenal, and Business Wire’s media survey offers the data needed to amplify branded news.
The following are the top ten tips found within the Media Blueprint Survey and if you’re looking for editorial coverage, there’s no better place to look.
- 79% of surveyed media expect a PR practitioner to know their beat.
No journalist wants to be just another contact on a long media list. The first step to better media outreach is to only contact journalists and reporters whose beat matches the news being forwarded.
- 53% of surveyed media use newswire services daily; 39% use it weekly or monthly.
Reporters rely on newswires because the news is vetted before distribution. Wire services are also a great resource for reporters as it provides usable content, copy can be pulled straight from the release.
- 91% of surveyed media prefer to receive news via an email alert linked to the press release. 65% of reporters look for supporting facts in a press release.
Include hyperlinks to all related information in a news release and one-click access to content features.
- 63% of surveyed media state that early in the week (Monday or Tuesday) is the best day to receive pitches.
Issuing news when the media is most likely to engage with it is a best practice for achieving editorial coverage.
- 61% of surveyed media prefer to receive pitches in the morning.
Like most consumers, reporters prefer to have as much news at their fingertips first thing in the morning.
- 33% of surveyed media rank photographs as most important supplement to a press release.
Photographs were the #1 release supplement and it tells us that multimedia is no longer an optional asset, it’s expected.
- 75% of surveyed media use an organization’s online newsroom for research.
The online newsroom, along with Google and an organization’s main website, are the top 3 destinations for research by media. It is vital that content within the online newsroom is updated frequently. Not only does this provide fresh material for reporters, but also helps with search engine optimization.
- 81% of surveyed media expect to access press releases in an organization’s online newsroom.
Press releases continue to be the most desired content type within an online newsroom year over year. Verified news is more important than ever to today’s media, with HTML being the preferred format over PDF for press releases.
- 54% of surveyed media expect a minimum of 1-5 years of historical press releases in an organization’s online newsroom.
Although the average amount of press releases that surveyed media expect to see is 1-5 years of releases, more than 30% of surveyed media still want to be able to access the entire historical archive of press releases. Make sure that all “milestone” releases are available within the online newsroom. Milestone releases recorded major happenings within the company or organization such as mergers, acquisitions, a new CEO, a new product, and more.
- 60% of surveyed media expect to search news by type and/or date in an organization’s online newsroom.
Reporters are on deadline. They need to search, filter and access desired information quickly. Make it possible for reporters to get as detailed as possible in their search queries.
58% of reporters create more than 6 articles a week. This tells us that reporters are busy! Give them complete news releases – ones with facts, multimedia, and one-click access – so they can cover your story fast and accurately.
Download the survey!