Journalists value public relations professionals now more than ever Article icon


Nearly three in ten journalists believe that a better understanding of their respective media outlets is important in order for public relations professionals to build better relationships with them, whilst the same proportion highlight the availability of data and expert sources as a priority.

 Fewer than a quarter who responded to the 2018 State of the Media report by Cision asked for PRs to tailor their pitches, whilst 15 per cent said not being ‘spammed’ was their biggest demand.

 Nearly two thirds of journalists also said that would like a press release or news announcement from PR sources, and 44 per cent said they valued a press release above all other sources, including company websites and spokespeople.

Nonetheless, they did have some tips to make press releases more effective. More than two in five respondents advised public relations professionals to make the news hook clearer in releases, whilst more than a quarter wanted the story to be told more conversationally. More than one in ten want multimedia to be included with the release, and 17 per cent asked for more quality quotes.

 One in five journalists said that their relationship with public relations professionals is more important than ever, as more than a third fear a decline in trust in the media over the last 12 months (20 percentage points less than the year previous). The same proportion, however, added that the relationship between PR and the press continued to be as important to them as before.

 The report also found that more than three in ten journalists believed that social media algorithms were likely to have the biggest impact on how they work, followed by cheaper and better video technology and artificial intelligence to analyse content performance and predict trends.

 Four in five British journalists told the report that accuracy was the most important factor to their news outlet, above exclusivity and being the first to break a story. The number decreased slightly to 75 per cent when considered globally.