Cision’s State of the Media Report 2019: What are Journalists Saying?
Despite newsrooms closing, resources dwindling, and increasing accusations of “fake news,” news engagement is increasing among Americans. Cision recently released its 2019 State of the Media Report, and it provides a snapshot of the news media through the results of its survey of journalists and influencers.
People think that we’ve entered a new golden age of journalism, referring to the incredible work being produced and opportunities, not the industry’s traditional business model. So, what matters to journalists in this new Golden Age of Journalism? Here are my key takeaways from the report and why they are important to public relations.
Think About the Data
Cision reports that 65% of respondents say “the availability of audience metrics like views and engagement has changed the way journalists evaluate stories.” This tells us that the decisions around our pitches are data-driven, not just subjective. Sometimes a bad pitch is just that, bad. But, it would be in all media relations pro’s interest to pay close attention to what is trending on a publication’s website and use that analysis to strategize media pitches.
For example, law.com features a trending stories sidebar. A pitch about a new practice area might be received better after the journalists saw the popularity of the story about Paul Weiss’ SCOTUS practice area expansion.
Send Relevant Pitches
Only send journalists relevant pitches. 75% of journalists say fewer than a quarter of pitches they receive are relevant.
This is a constant refrain from journalists when talking about public relations pros, but it is important to remind our industry that we need to be a seen as a resource, not a burden. To learn more, read Sarah Larson’s blog on effective media pitching.
Value Journalists’ Time
One of the biggest challenges for journalists is the lack of resources for their work. More than 1 in 3 journalists globally publish more than seven articles a week. Even if a reporter is interested in your story, they often don’t have the time to spend on it. To ensure that the client still gets coverage, PR pros need to be patient and provide all materials, contacts and their availability to make sure that the journalist has everything to produce the story quickly.
The media landscape changes rapidly, and it is important for the public relations industry to keep up with those changes. Staying cognizant of what journalists need helps us continue to be a resource for them and helps our clients tell their stories. Learn more about how Furia Rubel’s public relations experience here.