WHAT DO JOURNALISTS THINK OF PR?

Speakers representing Mynewsdesk, Microsoft & The New York Times

Today’s guest speakers

Jonathan BeanChief Marketing and Growth Officer

Mynewsdesk

Johanna SnickarsCommunications Lead

Microsoft

Christina AndersonFreelance Journalist & Writer

New York Times

2,000 journalists gave their insights into the evolving role of a modern journalist and the future of the media industry.

Get your free copy of the report at bit.ly/journ16

About Journalism Trends 2016

Their biggest painsThe five biggest frustrations of journalists, in order of importance, are lack of:

1. Time 2. Relevance in stories 3. Images & videos 4. Leadership 5. Training

Their favorite channelsTheir five preferred channels to get their stories, in ranking order, are:

1. Personal connections 2. Press releases via email 3. Social media 4. Search engine research 5. Word-of-mouth

Their view of PR professionalsHow is their relationship with PR communicators?

69%only hear from

them when they have a pitch

64%feel it’s important

to keep a good relationship

59%say they seldom

need to work with them to get

their stories

39%say they have

regular exchange with some over

calls or meetings

Tips for building relationshipsHow is their relationship with PR communicators?

1.Keep their schedules in mind 2.Send relevant and interesting info 3.Share and engage with their content on social

media 4.Be a trusted source of info

PR communicators experience similar frustrations. Lack of time, resources, education and training,

and they have more to do.

77%say their budget has

not increased to meet the requirement for

more content

67%are worried about keeping up to date

across so many disciplines

84%are working across more areas than

ever before.

Solutions

Productivity toolsMulti-channel publishing tools Smarter working methods

Why Exclusives? How to Scale?

Exclusives help you to:

• Gain attention to your story • Develop relations with a particular

journalist or media outlet • Get a journalist to invest time & resources • Build trust and become a reliable source

How to Scale?

• Dare to try new platforms • Go beyond the one-off campaign by

creating a long-term content asset that will stand the test of time & continue to deliver value.

Create a story compelling enough for it to be worthy of an exclusive

Know your journalist’s audience &

Key recommendation

Q&A

Put relations back in PR.Learn how. Book a free session with an adviser. Go to bit.ly/PRadvice16