The Oriella PR Network just released its 2011 Digital Journalism Study. This annual survey looks at the impact of digital media on journalism. It also studies how journalists use social media in their research.
A key finding of this survey is that 62% of journalists depend on press releases and media handouts for story ideas. Press releases are the first stop for journalists looking for information. Press releases are viewed as more valuable and more trustworthy than blogs, Facebook pages, Twitter or any other type of social media.
What this means for any corporation, organization or business trying to get publicity, enhance its image or extend its marketing message:
1) Send out press releases! But these media handouts must be newsworthy and must contain timely information. Any press release that looks like an advertisement will be instantly thrown out.
2) A corporate presence on blogs, Facebook and Twitter might be an okay way to reach the public but they don’t work when trying to reach the media. Press releases are the answer to reach the media and, in turn, the public.
The best way to increase the chances of a press release getting noticed and published is to include photography. Professional pictures with a media handout are guaranteed to get noticed which will then bring that press release to the attention of editors.
Hiring a photographer with journalism experience to produce journalism-quality pictures for a press release is the best investment a company can make towards getting media attention. If the largest newspaper in Canada depends on handout pictures then you know every other publication needs them too.
