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The 2012 Online Newsroom and Media Relations Survey showed that there are big gaps between what journalists and bloggers say is important with a news release and what what PR people think is important to journalists.
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2012 ONLINE NEWSROOM 2012 ONLINE NEWSROOM AND DIGITAL MEDIA AND DIGITAL MEDIA RELATIONS SURVEYRELATIONS SURVEY
Download the full report www.press-feed.com/2012survey
Infographic www.press-feed.com/2012survey/infographic
Visuals with Releases Increases Visuals with Releases Increases ViewsViews
Images with Press Images with Press ReleasesReleases
PR Journalists
52% say images are very important
28%say they are important
56%add images to releases
4% think images are very
important to journalists
22% think images are important to
journalists
Image Galleries in NewsroomsImage Galleries in Newsrooms
Survey Newsroom Study
56% said they have an image
gallery
Fortune 100: 71%
Fortune 500: 32%
INC 500: 14%
Video with News Video with News PR Journalists
43% think video is important to journalists
38% think a video gallery in their newsroom is
important
75% of journalists say they want access to video with a story
86% of media websites use video
10% used externally produced video in 2011
30% are using externally produced video in 2012 – a jump of
20% in just one year!
Video Gallery in NewsroomVideo Gallery in Newsroom
Survey Newsroom Study
32% said they have
a video gallery
Fortune 100: 64%
Fortune 500: 28%
INC 500: 8%
Embed CodesEmbed CodesPR Journalists
28% of survey respondents say they are supplying
embed codes with videos
76% of media websites request
videos with embed code
Embed Codes in NewsroomsEmbed Codes in Newsrooms
A study of company newsrooms shows a very different story
Fortune 100: 13% Fortune 500: 6%
INC 500: 2%
InfographicsInfographics
Increases views
Increases sharing
17% of media websites use
externally produced infographics wth a
release
39% of survey respondents said they don’t add images and graphics because they
are not necessary
54% don’t add them because they don’t have the resources to produce
the content
News and SearchNews and Search
Searching for news is the one factor that most impacted the news media
in the last decade
Pew State of the Media Report 2011
Search Optimized News Search Optimized News ReleasesReleases
A study of 500 press releases on PR
Newswire, Businesswire,
Marketwire and PRWeb revealed that
only 14% only 14% were optimized for search
engines
98% of journalists use search to find information
about companies
92% of Internet users use search engines
76% get news online
70% of buyers search online for new industrial
product news
News SharingNews Sharing
The one factor the will most impact the news
media in the next decade will be sharing of news
Pew State of the Media 2011
Sharing Options in Corporate Sharing Options in Corporate NewsroomsNewsrooms
Fortune 100: 53%Fortune 500: 18%INC 500: 12%
Credible Spokespeople Credible Spokespeople
The #1 source for journalists in 2012 is credible
experts and spokespeople
59% have executives and subject experts
with bios in their newsrooms
ConclusionConclusionThere is a large gap between what journalists and the media want in terms of news content
and what PR people and corporate newsrooms are delivering
This means that opportunities for media coverage are being lost
Opportunities for news content to be found by interested journalists, bloggers and the pubic
are not being utilized
ConclusionsConclusions1. Optimize all news content for search
2. Provide visual material with every press release3. Make news videos and pitch them to media websites
4. Provide embed codes with all images, graphics slide decks and videos
Smart PR practitioners will take advantage of these gaps and become a valued resource for
digital journalists and bloggers
Get the Full ReportGet the Full Report• Download the report at• http://www.press-feed.com/2012survey
• Download the infographic at• http://www.press-feed.com/2012survey/infographic
Sources for the DataSources for the Data
PRESSfeed 2012 Online Newsroom and Media Relations SurveyPRESSfeed study of 300 Online Newsrooms
PRESSfeed study of 500 press releases
Additional Sources:PR Newswire
Pew State of the Media Report 2011 and 2012Pew Internet and American Life ProjectOriella Digital Journalism Report 2012
Web Influencers Survey D.S Simon 2011TEKGroup Online Newsroom Survey 2012
ThomasNet Industrial Purchasing Barometer (IPB)
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