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What Makes a Journalist Read Your Press Release? National Media Survey

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What do journalists want? What makes a great press release? How can I win more media coverage? The answers are all here in our updated Media Survey.
1. NewsMaker surveyed over 2,000 Australian Journalists across business, technology, lifestyle and general news. All media types were represented.
2. How do journalists source their stories?
3. What’s the vital ingredient journalists are looking for? “Having a specific region mentioned in the subject line/headline catches my eye more than anything.”
4. Get to the point with a strong summary. “I like to read a one paragraph synopsis which will either capture my attention or not. That's more important than a headline.”
5. “Anything longer than a par of two is going to be too complicated to tell on radio”
6. PITCH SUMMARY EXAMPLE: What: When: Where:.Why?:
7. One big negative is when it leaves me asking “ ‘why would anyone care about this?’
9 OUT OF 10 Journalists Say Research/Stats most important for Release.
8. WHAT JOURNALISTS SAID WOULD HELP YOUR PITCH“Opportunity to contact the sender for extra, exclusive quotes/details, and ability to source further information to flesh out a complete story that can stand on its merit.”
9. Make contact details clear – and make sure your media contact is available
10. “Give us links to download videos, audio and large photos if we want to, rather than attaching them to an email.”
11. Great Images and Video improve your chances for visual media
12. 93% PREFERRED A TEXT BASED EMAIL 1. Text-based email 2. Text and a PDF 3. PDF alone 4. Phone 5. Social media 6. Postal mail 7. Fax
13. “Include it in the body of an email, do NOT expect me to click to open another document. Too busy.”
14. “Lack of obvious spin or clumsy branding references, basis for claims, relevance to my readership, clear language, simple formatting -- in short, does it inform my readers? = yes. Does it attempt to sell at my readers = No.”
15. “Provide 2 or more viewpoints so it’s not a product flog”
16. “Newsworthiness - don't bury the lead, and don't make me read a page and a half to find a key fact / quote / statistic.”
17. “Professionalism, speedy response times, willing to go the extra mile”
18. The next NewsMaker User Group webinar will focus on our new international platform, launching soon! To register or for a personal demo, contact: editor@newsmaker.com.au; phone +61 (0)414697071 @newsmaker www.newsmaker.com.au

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What Makes a Journalist Read Your Press Release? National Media Survey

  1. 1. NATIONAL  MEDIA  SURVEY NewsMaker surveyed over 2,000 Australian Journalists across business, technology, lifestyle and general news. All media types were represented.
  2. 2. NATIONAL  MEDIA  SURVEY How do journalists source their stories? JOURNALISTS USED PRESS RELEASES IN PAST MONTH ONLY 40% USED SOCIAL MEDIA 98%
  3. 3. What’s the vital ingredient journalists are looking for? NATIONAL  MEDIA  SURVEY
  4. 4. “Having a specific region mentioned in the subject line/headline catches my eye more than anything.” -­‐ Journalist,  Australian  Media  Survey Headlines should be short, punchy and to the point ‘Your  City’  Launches  Australia’s  Bid  to  Host  International  Space  Congress WHAT  JOURNALISTS  SAID  ABOUT   PR  CONTENT
  5. 5. Get to the point with a strong summary Find  more  examples  at  www.newsmaker.com.au “I like to read a one paragraph synopsis which will either capture my attention or not. That's more important than a headline.” WHAT  JOURNALISTS  SAID  ABOUT   PR  CONTENT “Anything longer than a par or two is going to be too complicated to tell on radio”
  6. 6. What:     Kondotto  has  been  named  one  of  the  Top  10  startups  in  the   inaugural  Australian  Bridge  to  MassChallenge.   When:   26  November  2016 Where:   Museum  of  Contemporary  Art,  Sydney Why?:   Kondotto  is  set  to  change  the  face  of  business  process  automation   with  its  world-­‐first  no-­‐code  platform,  which  enables  SMEs  to  use  enterprise   grade  software  ‘robots’  without  using  a  software  language. WHAT  JOURNALISTS  SAID  ABOUT   PR  CONTENT Example summary
  7. 7. One big negative is when it leaves me asking “ ‘why would anyone care about this?’ 9 OUT OF 10 Journalists Say Research/Stats most important for Release Provide research or other relevant evidence WHAT  JOURNALISTS  SAID   WOULD  HELP  YOUR  PITCH
  8. 8. WHAT  JOURNALISTS  SAID   WOULD  HELP  YOUR  PITCH “Opportunity to contact the sender for extra, exclusive quotes/details, and ability to source further information to flesh out a complete story that can stand on its merit.” It may seem obvious but make contact details clear – and make sure your media contact is available
  9. 9. “Give us links to download videos, audio and large photos if we want to, rather than attaching them to an email.” WHAT  JOURNALISTS  SAID   WOULD  HELP  YOUR  PITCH Great Images and Video improve your chances for visual media
  10. 10. 93% PREFERRED A TEXT BASED EMAIL 1. Text-based email 2. Text and a PDF 3. PDF alone 4. Phone 5. Social media 6. Postal mail 7. Fax WHAT  JOURNALISTS  SAID   WOULD  HELP  YOUR  PITCH “Include it in the body of an email, do NOT expect me to click to open another document. Too busy. And for God's sake do not put MEDIA RELEASE in the subject line!! Both these things will guarantee I simply delete the email and move on.”
  11. 11. DON’T SELL OR SPIN IN PRESS RELEASES “Lack of obvious spin or clumsy branding references, basis for claims, relevance to my readership, clear language, simple formatting -- in short, does it inform my readers? = yes. Does it attempt to sell at my readers = No.” WHAT  JOURNALISTS  SAID   WOULD  HELP  YOUR  PITCH “Provide 2 or more viewpoints so it’s not a product flog”
  12. 12. NATIONAL  MEDIA  SURVEY What Journalists consider important
  13. 13. WHAT  JOURNALISTS  SAID   WOULD  HELP  YOUR  PITCH Here’s what works… “Newsworthiness - don't bury the lead, and don't make me read a page and a half to find a key fact / quote / statistic.” “Professionalism, speedy response times, willing to go the extra mile with setting up supplementary elements such as a pic, etc, and, when it's pitched - most afternoons are deadline time so mornings are much better.” “And please don't follow up the send with a phone call mere moments after it's sent. If we're interested or want more info, we'll follow up - and usually quite swiftly, especially if we know it's an exclusive.”
  14. 14. NATIONAL  MEDIA  SURVEY The next NewsMaker User Group webinar will focus on our new international platform, launching soon! We’ll be helping you, as a media professional, to collaborate with journalists anywhere in the world. To register or for a personal demo, contact: editor@newsmaker.com.au phone +61 (0) 414 69 70 71 @newsmaker www.newsmaker.com.au

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