Cision analyzed what journalists want and need from their relationships with public relations professionals.
A survey of 3,016 media professionals in 19 different countries was conducted from January to February 2024.
Key findings include:
–The top three types of information journalists want to receive include:
–News announcements and press releases (74%)
–Original research – research, trends, market data, etc. (61%)
–Exclusives for stories (55%)
–68% of journalists said the most important thing PR professionals could do is to “understand my target audience and what they find relevant.”
–The most valuable multimedia elements a PR professional can provide include:
–Images (72%)
–Data visualizations and infographics (34%)
–Videos (33%)
–Surveys (29%)
–Social media posts (22%)
Read the original study here.
