PR Survey: Journalists Rely on Blogs, Social Networks
Results from a new national media survey conducted by Cision and Don Bates of The George Washington University’s Master’s Degree Program in Strategic Public Relations indicate journalists now rely on blogs, social networks and microblogging services like Twitter. These tools have become de rigueur for researching stories, finding interview and expert sources, and getting a sense of context and perspective.
However, the reliability (or lack thereof) of information gleaned from the social Web means journalists still have to verify facts the old-fashioned way. How can PR pros make journalists’ jobs easier–and thereby increase our client’s chances of appearing favorably in news stories?
Here are a couple of ways:
–Distribute news releases throughout the Web (using free or paid wire services) citing experts and primary resources for information
–Add contact information to your videos and multimedia content
–Follow relevant journalists on Twitter to stay abreast of their needs and offer sources when appropriate
–Follow competitors and media feeds to track news trends
–Help clients who blog craft a voice that is fact-driven but personal
And most of all, keep in mind that every bit of content distributed online shapes your client’s image in both the eyes of consumers and media.
