Journalists seeking digital content from communications experts
The media landscape in Australia and around the world has changed rapidly in recent years, in turn placing new pressures on the ideas and value that journalists seek from communications and public relations contacts. What’s more, this shift has led to a dramatic increase in demand for new content types that can be used to…
The media landscape in Australia and around the world has changed rapidly in recent years, in turn placing new pressures on the ideas and value that journalists seek from communications and public relations contacts.
What’s more, this shift has led to a dramatic increase in demand for new content types that can be used to further engage with the public.
That’s the finding of the most recent survey from e-newsroom provider Weick Australasia. The company’s research has given some insight into the sort of assets that journalists are looking for when they receive pitches from clients.
According to the study, professionally produced video in particular is an area which journalists value highly. One of the key findings was that 80 per cent of media outlets are looking for this content when they receive a story pitch.
Considering only 20 per cent of those journalists who took part in the study actually work in television, the research suggested the majority are actually using digital copies for distribution online.
According to Weick CEO Warren Kirby, the study also reveals the way journalists are now looking for new features when they receive a story pitch.
“Many media people praise PR operators who provide timely content, structured and delivered in the right way for the media,” stated Mr Kirby, in a speech at the Public Relations Institute of Australia national conference.
“By contrast, it was alarming to see how many journalists have begun deleting emails without even reading them, based on the source or the subject line.”
While there is clearly a need for professionally drafted PR content, the challenge of getting these stories in front of the right media sources has continued to present an obstacle for organisations. By optimising this pitch and including resources which media sources are looking for, communications professionals can be sure they are achieving a maximum return on investment for their client.
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