Cision's 2022 State of the Media Report outlines need for effective and efficient relationships between media and public relations A vast majority of journalists (91%) say only about half the pitches they receive are relevant CHICAGO, May 24, 2022 /PRNewswire/ -- While access to high-quality journalism and credible reporting have never been more prevalent, the media's role has never been more challenging as they face mounting pressure to increase output, produce compelling content that stands out in a 24-hour news cycle, and drive engagement.
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Cision, a comprehensive communications platform helping public relations and marketing professionals around the world understand, influence and amplify their stories, released its annual State of the Media report with responses from more than 3,800 journalists from 17 global markets to understand key challenges faced in a marketplace that is rapidly evolving, and how public relations can support first-rate and trustworthy reporting. According to the report, journalists' biggest challenge is maintaining credibility as a trusted news source (32%) and combating accusations of "fake news." A close second, journalists cite the impact that smaller staffs and fewer resources are having on their workloads. In fact, three in ten journalists (29%) are filing 10 or more stories per week. "It's no longer a journalist's job to just deliver the news, and that opens the door for professional communicators to successfully partner with the media to ensure stories are being told in a fast, effective and relevant manner," said Nicole Guillot, Cision COO and President of PR Newswire. What Journalists Want from PR Pros: When it comes to the sources journalists find most useful for generating stories or story ideas, more than a third of journalists (37%) cited press releases, making it the top answer. More than three quarters (76%) want to receive press releases from brands and PR pros over any other type of content. Trends and market data rank second (63%) and nearly half (49%) want event invitations. "Press releases still reign supreme and are the preferred method of delivering news to the media in a legitimate, thoughtful and urgent way," said Guillot. In order to create stronger relationships with reporters, PR pros must be aware of the following:
"When it comes to the relationship between communications industry professionals and journalists, it's all about easing the burden for the media," said Guillot. "It starts with knowing the right journalists to speak to, building a partnership based on trust, and understanding the audience you are both trying to reach together." Download the 2022 State of the Media report at https://cision.link/2022-sotm Report Methodology Cision conducted its 2022 State of the Media survey throughout January and February 2022. Surveys were emailed to Cision Media Database members, who are vetted by the company's media research team to verify their positions as media professionals, influencers and bloggers. We also surveyed members of our HARO (Help a Reporter Out) database and made the survey available to media professionals in the PR Newswire for Journalists database. This year's survey collected responses from 3,890 respondents in 17 markets across the globe: U.S., Canada, UK, France, Germany, Finland, Sweden, Italy, Spain, Portugal, China, Australia, Singapore, Malaysia, Indonesia, Taiwan and Hong Kong. The survey language was translated and localized for each market and then the results were tallied together to form this global report. About Cision Cision is a comprehensive communications platform enabling more than 100,000 public relations and marketing professionals around the world to understand, influence and amplify their stories. As the market leader, Cision enables the next generation of communication professionals to strategically operate in the modern media landscape where company success is directly impacted by public opinion. Cision has offices in 24 countries through the Americas, EMEA and APAC, and offers a suite of best-in-class solutions, including PR Newswire, MultiVu, Brandwatch, Cision Communications Cloud® and Cision Insights. To learn more, visit www.cision.com and follow @Cision on Twitter. Contact Information: [email protected] SOURCE Cision Ltd. 
Public relations has been somewhat reinvented in the 21st century. The internet has made it easy to put out a message and at the same time, has made it hard to be heard. The clutter of PR messages can desensitize readers and viewers, but a message goes viral often enough to make the possibilities intriguing. A small business that utilizes PR will have to overcome a number of obstacles.
Through most of the 20th century, public relations professionals had to work hard to gain access to media outlets. This meant editors at those outlets tended to screen PR messages for accuracy, professionalism and quality. In the 21st century, anyone with an internet connection can get a message out in seconds. This has resulted in a lot of exaggeration, boasting and untrue claims that hurt the credibility of promotions that utilize PR.
As a small-business owner, you have to find ways to establish your credibility when putting out a message. This can include your own credentials and background, getting third parties to endorse your message and offering facts and figures to support your PR claims.
The days are gone when television, radio and newspapers were enough to reach your audience. PR in the 21st century must choose the pathways to the target audience. For example, a PR campaign could focus on text messaging as a way to target young people, switch to an email campaign for the parents of those young people and rely on traditional newspaper stories to reach seniors.
In addition, each message might have to be stated differently to suit the method of distribution. Your campaign for your small business must use the right channel with the right message to reach your audience.
For a small business, measuring the impact of social media across multiple channels can prove difficult without the use of paid third-party tracking programs, such as Hootsuite, Sprout Social or Adobe Analytics. Social media sites like Pinterest, Twitter, YouTube and Facebook provide basic analytics displaying impressions, reach, clicks, comments and retweets but require additional review to assess key metrics based on your brand goals – click throughs, conversions or brand building.
Without a monetary investment in specialty tools or a dedicated PR team, you may miss out on key analytics-based insights that could help build your business or spend too much time on social channels that provide a minimal return.
A public relations message was once a one-way effort. In the 21st century, the target audience can reply to messages immediately. A small business may need to designate an employee to monitor social media responses to see if they are positive. This means you must be prepared to alter your message as you get feedback from your target audience.
Business Wire is a proud sponsor of the PRSA 2019 International Conference in San Diego on Oct. 20-22. With broader audiences, more competition and more opportunities than ever, PR professionals are facing new challenges when it comes to attracting media attention. In a recent Business Wire webinar, “Out of the Lab and Into the Headlines,” biotech communicators shared the challenges they face when trying to reach and engage broad audiences — from reporters and scientists to patients and investors — with a complicated story. Their takeaways are applicable to any communications teams looking to reinvigorate their current media relations and audience activation process. GOAL: Generate a compelling story that brings new audiences along for the journey CHALLENGE: Attract media and consumer attention Biotech PR leaders struggle with getting media and analysts to see the potential of a company’s developments during early-stage trials, long before FDA approval. Their dilemma — how to break down a complicated story — requires balancing the fine line between hope and hype. SOLUTION: Increase media and audience interest with these expert suggestions
A well-written, hyperlinked release with visual and textual storytelling elements will generate results well past the distribution date. Using a news wire like Business Wire helps to deliver your content to the right media, bloggers, analysts and influencers quickly, allowing them to act now and to find and use your content in the future. We have dedicated teams nurturing relationships with audiences across the globe, building the local market relationships you need to build and maintain a presence away from your home office. GOAL: Extend the company’s brand value in markets around the world CHALLENGE: A lack of resources Many communicators in the Life Sciences sector have small teams or are simply a one-man-band. They rarely have access to translators, media relations experts, or local market experts which can impact their global PR efforts. SOLUTION: Maximize time and resources by relying on trusted providers Business Wire understands how to reach and activate markets across the globe. We leverage local market partnership and global relationships to maximize the reach of your news within each market. Each release includes professional translations into local market languages, allowing you to show your commitment to a market by speaking directly to your audiences, in their preferred language. We provide the opportunities to include multimedia assets, allowing you to tell your story textually and visually. For news releases with more complicated stories or that require larger overall results, our multimedia teams build interactive assets for our clients to trigger their key audiences through a series of visual and textual opportunities for deeper engagement, inbound traffic and higher results. GOAL: Connect with all audiences on the platforms they use the most CHALLENGE: Build social presence to increase amplification For biotech professionals, social channels allow the opportunity to connect directly with your audience, however this can be a challenge for companies without large social followings. For brands with large audiences, sharing news releases and editorial content alongside scientific research, employee spotlights and industry trends can be a great way to connect. That may not be so simple for smaller companies. SOLUTION: Maximize your relationships across channels Our experts recommend creating a series of content updates that outline:
Create a posting schedule to ensure continual content promotion. Supplement each status update with visuals, polls or engagement tools to increase reach and responses. Increase your brand presences in industry circles by participating in relevant industry discussions via hashtags, and share breaking or trending news. To maximize the social impact of your news, use the social amplification tools Business Wire provides, such as the customizable embedded tweet (making it easy for readers to share and advocate on your behalf), your company’s live Twitter feed and links to any of your other active social platforms like LinkedIn and Facebook — all within the release. As pressure to improve results increases, PR professionals must look at new ways to resolve their top challenges of connecting with customers. Simplifying language, leveraging partner expertise and participating in new communications channels are three easy ways to move your results in the right direction. Looking for more ways to increase the impact of your PR Program? Download our complete webinar white paper today. Serena Ehrlich is director of product marketing at Business Wire, and Diane Harrigan is an account executive at Business Wire. |
What are some challenges facing public relations professionals in dealing with global audiences?
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