What Journalists Really Want from PR Pros

PR professionals spend countless hours trying to crack the code of what journalists want. 

It’s like trying to figure out the perfect coffee order for a friend who says they "like coffee" but doesn’t give any specifics. 

Turns out, the answer is pretty straightforward: journalists want good content that’s relevant to their audience, delivered directly to their email inbox. 

Simple, right?

Key Insights from Cision's 2024 State of the Media Report

Cision’s 2024 State of the Media report surveyed over 3,000 journalists, giving us the inside scoop on how they prefer to interact with PR professionals. 

While the full report dives into all sorts of juicy details, like the challenges journalists face and their use of AI, we’re going to focus on the essentials: what journalists want from PR pros.

Press Releases Are Still in Demand

Surprise! Press releases are not extinct. 

According to Cision, 74% of journalists value receiving news announcements or press releases. 

They’re also fans of original research reports, exclusive stories, and access to events and industry experts.

And here’s a fun fact: 68% of journalists find press releases useful for generating story ideas. That’s more than any other source, including direct pitches, industry experts, or social media. 

The problem isn’t the press release itself; it’s bad press releases and poor targeting.

Common Annoyances and How to Avoid Them

Journalists have a list of pet peeves, and irrelevant pitches are right at the top. 

A whopping 77% of journalists would block a PR pro for spamming them with off-target pitches. 

Another 55% get annoyed by pitches that sound like marketing brochures.

The issue isn’t the format but the fit. 

Only 27% of journalists find that a quarter or more of the pitches they receive are relevant. That means three-quarters of the pitches are off the mark. 

Yikes!

Best Practices for PR Professionals

So, what does it take to get on a journalist’s good side? It’s all about being good at PR. 

Here’s what journalists are looking for:

• Relevance: Don’t send pitches that are outside their coverage area.
• Quality: Provide well-written, print-ready copy.
• Respect for Time: Minimize follow-ups to unsolicited messages.
• Expertise: Offer interviews with genuine subject matter experts.
• Usable Assets: Supply high-quality, full-resolution multimedia assets.

Delivering Value Through Quality PR

Cision’s report shows that PR-generated content can be incredibly valuable to journalists, but only if it’s done right. 

Here’s the game plan:

1. Craft Engaging Press Releases: Make them interesting and relevant.
2. Target Appropriately: Send them to journalists who might actually cover the story.
3. Be Responsive: Follow up quickly and be ready to jump on opportunities.

Let’s ditch the search for magic solutions and focus on doing great work. 

If we get the basics right, we can build strong, productive relationships with journalists and score that sweet, sweet coverage.