Journalists Need More than a Press Release From PR Pros

journalists need more than a press release
This was originally posted on CUinsight.com

Your credit union has lots of great stories to tell. Getting those stories in the hands of journalists and influencers can be challenging.

You may think journalists have email overload, just like everyone else. You are right, but consider this: according to a recent survey by PWR New Media, 88% of journalists say they want to hear from you via email.

But here’s the caveat: they want more.

Journalists and bloggers need easy to read, concise information, accompanied by shareable visuals, with access to background information and other graphics.

What does this mean?

It means in addition to your written press release, you should include one or more of the following:

  • high resolution photos or downloadable images
  • shareable infographic
  • tweetable pull quotes/appropriate Facebook post
  • in-depth data or statistics that support your information
  • links to background or supporting information
  • b-roll or other appropriate video
  • relevant audio sound bites

Not convinced? Of the journalists surveyed, 77% said they would be more likely to cover a story if it included access to appropriate images.

Here’s more:

  • 85% want relevant backgrounders, bios and supporting information
  • 78% want verbiage from news release
  • 46% want a link to relevant blog on topic
  • 41% want information about brand’s social media platforms so they can follow or view

While newsrooms are shrinking, reporters are expected to do more. Newspaper journalists write articles and produce short videos to post online. Reporters at radio stations must also include a print version of their story, complete with graphics. Television journalists are expected to write online content to post on websites, in addition to their traditional broadcast segment. Hunting down a headshot, video or background information isn’t something journalists have time to do.

Your job as a communications professional is to make the media’s job as easy as possible. By providing a variety of elements with your press release, you are more likely to receive coverage and tell your credit union’s story.

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