Presentation from Mynewsdesk's webinar "What Do Journalists Think Of PR?" Christina Anderson, freelance journalist for the New York Times, and Johanna Snickars, Communications Lead at Microsoft, discussed the connections between PR and the media. Jonathan Bean, Chief Marketing & Growth Officer at Mynewsdesk, also presented top-level findings from our survey of over 2,000 journalists around the world.

1. WHAT DO
JOURNALISTS
THINK OF PR?
Speakers representing
Mynewsdesk, Microsoft & The New York Times

2. Today’s guest speakers
Jonathan Bean
Chief Marketing and Growth Officer
Mynewsdesk
Johanna Snickars
Communications Lead
Microsoft
Christina Anderson
Freelance Journalist & Writer
New York Times

3. 2,000 journalists gave their insights
into the evolving role of a modern journalist
and the future of the media industry.
Get your free copy of the report at
bit.ly/journ16
About
Journalism
Trends 2016

4. Their biggest pains
The five biggest frustrations of journalists, in order
of importance, are lack of:
1. Time
2. Relevance in stories
3. Images & videos
4. Leadership
5. Training

5. Their favorite channels
Their five preferred channels to get their stories,
in ranking order, are:
1. Personal connections
2. Press releases via email
3. Social media
4. Search engine research
5. Word-of-mouth

6. Their view of PR professionals
How is their relationship with PR communicators?
69%
only hear from
them when they
have a pitch
64%
feel it’s important
to keep a good
relationship
59%
say they seldom
need to work
with them to get
their stories
39%
say they have
regular exchange
with some over
calls or meetings

7. Tips for building
relationships
How is their relationship with PR communicators?
1.Keep their schedules in mind
2.Send relevant and interesting info
3.Share and engage with their content on social
media
4.Be a trusted source of info

8. PR communicators experience
similar frustrations. Lack of time,
resources, education and training,
and they have more to do.

9. 77%
say their budget has
not increased to meet
the requirement for
more content
67%
are worried about
keeping up to date
across so many
disciplines
84%
are working across
more areas than
ever before.
Solutions
Productivity toolsMulti-channel publishing tools Smarter working methods

10. Why Exclusives? How to Scale?
Exclusives help you to:
•Gain attention to your story
•Develop relations with a particular
journalist or media outlet
•Get a journalist to invest time & resources
•Build trust and become a reliable source
How to Scale?
• Dare to try new platforms
• Go beyond the one-off campaign by
creating a long-term content asset that
will stand the test of time & continue to
deliver value.

11. Create a story compelling enough
for it to be worthy of an exclusive
Know your journalist’s audience
&
Key recommendation

12. Q&A

13. Put relations back in PR.
Learn how. Book a free session with
an adviser. Go to bit.ly/PRadvice16