The Oriella PR Network released its 2011 Digital Journalism Study. This annual survey looks at the impact of digital media on journalism and how journalists use social media.
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, Twitter and other social media.
For every business and organization trying to get publicity, the answer should be obvious.
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 quickly discarded.
A corporate presence on blogs, Facebook, and Twitter is okay way to reach the public. But these don’t work when trying to reach the media. Press releases are a direct line to reach the media and, in turn, the public.
The best way to increase the chance of a press release getting noticed and published is to include photography. Professional pictures with a media handout are guaranteed to get noticed. Editors notice, and want, good photography.
A photographer with journalism experience is the best way to produce journalism-quality pictures for a press release. Professional photography is the best investment a company can make toward getting media attention.
