Gregory Galant PRAXIS 2019
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This document discusses building trust between journalists and PR professionals. It provides data on media consumption preferences in India versus the US, noting Indians' greater reliance on Facebook and WhatsApp for news. It also outlines journalists' preferences, such as using Twitter for news and valuing exclusive stories. The document concludes with tips for PR professionals, like personalizing pitches, following journalists on social media, and sharing their articles.
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Gregory Galant PRAXIS 2019
- 1. By Greg Galant CEO & Co-founder, Muck Rack & Shorty Awards greg@muckrack.com @Gregory Creating a Sense of Trust between Journalists and PR Professionals
- 2. “Muck Rack is the map, compass and GPS for navigating the ever evolving media and journalist landscape. Truly without them, as a PR practitioner, I would be lost. Matt Prince Senior Manager of PR “
- 4. 4 OG Muck Rakers Julius Chambers 1850-1920 Nellie Bly 1864-1922
- 5. 5 “you may recall the description of the man with the muck-rake, the man who could look no way but downward with the muck-rake in his hands; who was offered a celestial crown for his muck-rake, but who would neither look up nor regard the crown he was offered, but continued to rake to himself the filth of the floor…”
- 6. 6 “I hail as a benefactor every writer or speaker, every man who, on the platform, or in book, magazine, or newspaper, with merciless severity makes such attack, provided always that he in his turn remembers that the attack is of use only if it is absolutely truthful.” -Teddy Roosevelt 1906
- 7. 7 Today, we’ll discuss: Exclusive research on journalist preferences and behaviors in 2019 Major differences between consumer preferences and behaviors in India and the US Actionable tips for PR pros to deal with major challenges facing the media 2 1 3
- 8. Overview of consumer preferences, behaviors and concerns 8 1
- 9. English-language internet users in India use Facebook and Twitter as a source of news more than users in than other countries 9 Source: RISJ Factsheet Twitter Facebook 5% Germany 9% 14% 15% 22% 46% 28% 39% France UK US 18% 52% India
- 10. Facebook and WhatsApp are the most widely used social media and messaging platforms for news in India 10 Source: Reuters Institute India Digital News Report IND USA TUR BRAIND USA TUR BRA 52% 18% 26% 39% 51% 52% 14% 35% 14% 6% 24% 16% Facebook Twitter Instagram Messenger WhatsApp Snapchat 16% 52% 5% 7% 4% 5% 9% 30% 3% 10% 48% 2%
- 11. When navigating social media, most consumers decide to click on a story based on the headline 11 Source: Reuters Institute India Digital News Report 58% 63% 56% 46% Brand Headline or picture Person who shared it Comments, likes, or shares Proportion that agree each attribute is important when deciding to click through to a news story on social media — India
- 12. Online news engagement among the respondents is primarily driven by sharing 12 Source: Reuters Institute India Digital News Report Looked at news headlines/videos 45% 40% Clicked on a link to get more information 49% 41% Posted a news story 23% 23% Shared or liked a news story 45% 36% Taken part in a group set up to discuss a particular news topic 28% 27% Taken part in a private discussion about a news story (one or more people) 25% 27% Net: Looked at news headline/clicked on link 69% 60% Net: Posted or shared 54% 46% Net: Taken part in group or private discussion 41% 39% Proportion that use WhatsApp and Facebook for each activity — India
- 13. English-language Indian newspapers have wider offline reach than online reach 13 Source: Reuters Institute India Digital News Report News brands used last week — India NDTV 24x7 The Times of India BBC News Hindustan Times The Hindu DD News India Today All India Radio The Indian Express Times Now The Economic Times India.com CNN - News 18 Deccan Chronicle Mumbai Mirror DNA India Republic TV The Telegraph India Mid-day The Tribune 0% 25% 50% 75% 100% 52% 46% 27% 25% 25% 21% 19% 18% 16% 16% 14% 13% 8% 8% 8% 7% 6% 6% 3% 5% NDTV The Times of India online Yahoo! News India India Today online BBC News online Hindustan Times online The Hindu online The Indian Express online News 18 online ScoopWhoop Firstpost The Economic Times online MSN News India Rediff News OneIndia.com India.com The Quint Business Insider India DNA India online The News Minute 0% 25% 50% 75% 100% 47% 40% 24% 24% 23% 21% 19% 16% 15% 15% 15% 15% 13% 13% 11% 10% 10% 10% 8% 9% ONLINETV, RADIO AND PRINT
- 14. 14 What the public associates with fake news and disinformation 51%What facts are spun or twisted to push a particular agenda Stories that are completely made up for political or commercial reasons Poor journalism (factual mistakes, misleading headlines/clickbait) Use of term `fake news’ (e.g. by politicians) to discredit news media Advertisements that look like news stories Stories that are made up to make people laugh (satire) 39% 50% 45% 51% 39% 45% 36% 41% 37% 32% 36% Concern over and exposure to ‘fake news’ — India Concern Exposed Source: Reuters Institute India Digital News Report
- 15. 15 About two-thirds felt that publishers, platforms and/or the government should all do more to address disinformation problems in India 66% Publishers 72% 64% Platforms 63% 64% Government 41% India USA Source: Reuters Institute India Digital News Report
- 16. Overview of journalist preferences and behaviors 16 2
- 17. Most journalists get their news from online newspapers or magazines, followed by Twitter 17 Source: Muck Rack’s State of Journalism Report 2019
- 18. Journalists cited Twitter as the most valuable social network to them 18 Source: Muck Rack’s State of Journalism Report 2019
- 19. Facebook is the social network journalists said they plan to use least in the next year 19 Source: Muck Rack’s State of Journalism Report 2019
- 20. Journalists think a story is more shareable if it contains an image 20 Source: Muck Rack’s State of Journalism Report 2019
- 21. Actionable tips for building better relationships with journalists 21 3
- 22. Use 1:1 emails to pitch journalists 22
- 23. Pitch journalists before 11 AM 23 Source: Muck Rack’s State of Journalism Report 2019
- 24. Lack of personalization is once again the #1 reason why journalists reject otherwise relevant pitches 24
- 25. Keep your pitches under 3 paragraphs 25 2-3 paragraphs 3+ paragraphs 2-3 sentences Source: Muck Rack’s State of Journalism Report 2019
- 26. Journalists are OK with receiving a follow up to a pitch they didn’t initially respond to 26
- 27. Journalists are more likely to cover a story if offered an exclusive 27
- 28. Academic subject matter experts, CEOs and PR pros are among the most credible sources for journalists 28
- 29. 78% of journalists like when PR pros follow them on social media 29
- 30. 61% of journalists will usually or always consult a company’s social media before reporting on them Never Rarely Sometime s Always Usually 30
- 31. 31 Tips for building better relationships with journalists 1 2 3 4 Pitch journalists via 1:1 emails between 9-11am, and with a length of 2- 3 paragraphs. Determine the journalist and outlets credibility before reaching out. Use resources like NewsGuard and Muck Rack outlet pages to determine trustworthiness. Do your research! Make sure your pitch is something that they would typically cover or are at least interested in. Share their articles! Journalists and consumers both track how much a story is shared and the engagement on the piece.
- 32. Want to receive a copy of the deck? https://muckrack.com info.muckrack.com/praxis2019
- 33. Thank you! https://muckrack.com Want more info? Stay in touch! greg@muckrack.com @gregory (Instagram, Twitter) linkedin.com/in/galant
Editor's Notes
- As newsrooms shrink, PR pros have increasing difficulty in helping reporters cut through the massive amount of pitches they receive daily and grab their attention. If you can understand journalists’ habits and preferences, you can transform how you contact them and how they look at you—and dramatically increase your media placements. This is especially true on social media. Journalists look for news, scoops and sources on social media 24/7. In this session, Muck Rack’s COO Natan Edelsburg will go through insights from Muck Rack’s annual journalist survey to show you how social media best practices can improve your media relations strategy.
- Muck Rack is a PR platform that enables communications teams to effectively find the right journalists for their stories, send customized pitches, collaborate as a team, and quantify their impact. Forward-thinking brands and agencies trust Muck Rack as an essential component of their communications strategies.
- India is a large and complex market, and different parts of the population use news in different ways. Looking specifically at English-language internet users, one recent study documented how many more Indians identify social media as their main way of accessing news online (24%) than say they go direct to the websites or apps of news media (just 18%) (Aneez et al. 2019). As in many other markets in the Global South, both Facebook and Twitter are widely used by internet users to access news, far more than in the US, UK or most other European countries (see Figure 1). 18% of English-language internet users in India name Twitter as a source of news, and 52% name Facebook (Aneez et al. 2019).
- India is a large and complex market, and different parts of the population use news in different ways. Looking specifically at English-language internet users, one recent study documented how many more Indians identify social media as their main way of accessing news online (24%) than say they go direct to the websites or apps of news media (just 18%) (Aneez et al. 2019). As in many other markets in the Global South, both Facebook and Twitter are widely used by internet users to access news, far more than in the US, UK or most other European countries (see Figure 1). 18% of English-language internet users in India name Twitter as a source of news, and 52% name Facebook (Aneez et al. 2019).
- India is a large and complex market, and different parts of the population use news in different ways. Looking specifically at English-language internet users, one recent study documented how many more Indians identify social media as their main way of accessing news online (24%) than say they go direct to the websites or apps of news media (just 18%) (Aneez et al. 2019). As in many other markets in the Global South, both Facebook and Twitter are widely used by internet users to access news, far more than in the US, UK or most other European countries (see Figure 1). 18% of English-language internet users in India name Twitter as a source of news, and 52% name Facebook (Aneez et al. 2019).
- As in past years, most journalists first get their news via online newspapers and magazines, followed by Twitter, and with a large drop off for all other sources. Other social media widely used for news (or where users are often exposed to news while using the platform for other purposes) include Instagram (26%), Twitter (18%), and Facebook’s Messenger (16%) – whereas, for example, Snapchat is much less widely used (5%
- how they decide what to click on when navigating news on social media: 56% say they decide on the basis of who shared the post while for 63% the headline is very important and for 58% the brand.
- Online news engagement among our English-language respondents is primarily driven by sharing. Reuters data suggest that Indian users share a little less on social media and email as compared to users in Brazil or Turkey, but they still share much more than users in the United States. Facebook, as the most widely used social media platform, and WhatsApp, as the most widely used messaging application, are central to how Indians engage with online news. Looking at Facebook, our respondents are particularly engaged, with 69% saying they’ve looked at or clicked on news, 54% have posted or shared news, and 41% have taken part in a group or private discussion about news. For WhatsApp, the numbers are similar, again, 60% have looked at or clicked on news, 46% posted or shared, and 39% taken part in group or private discussions. On both platforms, our Indian respondents are more engaged in group and private discussions than in most of the markets we compare them with here.
- As a clear illustration of how digital and print still supplement rather than supplant each other for many users in India, a number of major English-language Indian newspapers have wider offline reach than online reach – a very different scenario from most other markets covered in the Digital News Report research, where newspapers tend to have far smaller offline reach than online reach.
- To better understand disinformation problems in India, we asked our sample of English-language internet users about their exposure to and concern over different types of potentially problematic content that previous research for the Reuters Institute identified as examples of what the public associate with ‘fake news’ and disinformation.23 The categories include false news narrowly defined (‘Stories that are completely made up for political or commercial reasons’) but also hyperpartisan political content, whether from politicians, pundits, or publishers (‘Stories where facts are spun or twisted to push a particular agenda’), ‘poor journalism’ (stories that respondents consider marred by factual mistakes, inaccuracies, etc.), and more Levels of concern over all these categories are high in India, with the majority of our respondents expressing concern over hyperpartisan content (51%), false news (50%), and poor journalism (51%) – the percentage of respondents who in addition say that they themselves have come across such problematic content in the last week is generally lower, but still comparatively high, with around four in ten reporting exposure.
- Given that many respondents agreed that India is plagued by a range of disinformation issues, it is important to understand who, if anyone, they believe should act to address these issues. We asked respondents whether they felt publishers, platform companies, and/or the government should do more to make it easier to separate what is real and what is fake on the internet, and reminded them that any action to decrease/reduce the amount of misinformation (in the media or in social media) is likely to have the consequence of reducing, to some extent, the range of real or legitimate news or opinion available. We find considerable appetite for action against disinformation and action from all different actors. Regardless of political affiliation, about two-thirds of our respondents felt that publishers, platforms, and/or the government should all do more to address disinformation problems. Compared to the United States, our India respondents express similar levels of appetite for action from publishers and platforms, and significantly greater appetite for government action.
- As in past years, most journalists first get their news via online newspapers and magazines, followed by Twitter, and with a large drop off for all other sources.
- As in past years, respondents cited Twitter as the most valuable to them as journalists (up from 70% last year), followed by Facebook (up from 22% last year). Linkedin ranked third with 5X the number of journalists from previous years (26%, up from 5% last year).
- Once again, Facebook was the social network journalists said they plan to use least in the next year. That said, once again, Facebook-owned Instagram is the platform journalists plan to spend the most time on over the next year (other than Twitter).
- As in 2018, respondents the top two things that make a story more shareable are an image and a subject connected to a trending story are the top to things
- While PR pros use a variety of channels to pitch journalists in addition to such as phone (41%) and Twitter (29%), most journalists just want to receive 1:1 emails.
- 65% of journalists prefer to be pitched before 11 AM.
- Lack of personalization is once again the #1 reason why journalists reject otherwise relevant pitches, followed by bad timing
- A third of journalists want to receive pitches under 3 sentences in length, with another 61% preferring under 3 paragraphs. Only 6% of journalists would like to receive pitches over 3 paragraphs.
- 73% of journalists are OK with receiving a follow up to a pitch they didn’t initially respond to. Only 12% would prefer to not receive any type of follow up.
- 76% of journalists are more likely to cover a story if offered an exclusive. 0% said they would be less likely.
- The State of PR 2019, 93% of PR pros follow journalists on social media
- -- Barbara has a good comment on this slide -- David to plug verizon
- Thank you ProTip: Use the “Format Options” sidebar panel in Google Slides to adjust the pattern image’s brightness if it’s difficult to read the text over it.
- Thank you ProTip: Use the “Format Options” sidebar panel in Google Slides to adjust the pattern image’s brightness if it’s difficult to read the text over it.