What’s the biggest concern that journalists have about materials they receive from corporate communications and public relations professionals? According to the new Bulldog Reporter/Cision Journalists Survey on Media Relations Practices, it’s that the information is written like advertising, not journalism.
Following closely behind is the complaint that the material is not relevant to their work.
In addition, half of responding journalists complained that e-mails from communications professionals don’t highlight why readers would care about the subject.
While nearly 70% of journalists surveyed rated PR and corporate communications professionals as substantially or extremely professional, when it comes to understanding their media outlets, 53% said communications professionals have only “some understanding.” Ouch.
Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.