PR Trends: Cision 2021 Global State of the Media Report
What’s working in global PR and media relations right now? For answers, dive into Cision’s 2021 Global State of the Media Report, “The Go-To Source for Becoming Journalists’Go-To Source.” Access your copy here. Note: all graphics via the report. Cision named this blog to its top 50 PR and top 50 Marketing and PR blogs.
Conducted from February 1 to March 1, 2021, Cision’s 12th annual study is based on a survey of 2,700+ journalists in 15 countries.
The report features:
- Top challenges impacting the media today
- Technology’s influence on the way journalists evaluate stories
- The types of stories journalists are looking for this year
- Best and worst days and times to pitch and follow up
- Fastest ways to get on a journalist’s “block/don’t call” list
- Inside tips to build and maintain successful partnerships with journalists
A few takeaways . . . on some fresh takes and some classic must-dos.
PR pros need to build highly-targeted media lists. Yes, of course, but what next?
Do your homework before contacting the journalist. One reporter said, “99% of those emailing me have never read a story I wrote.” If they have, they must not have mentioned it.
Wants: research, graphics and invites to interview experts
Hungry for: Positive News – who isn’t it these days?
Ways to PR Pros Can Help Journalists
- Be a trendspotter – tip them off on what’s to come
- Time it right. 60% of journalists love Mondays
- Wait to follow up out and then check in in the morning two to three days later
- Include images: when asked which multimedia or data elements have you included in your articles over the past 6 months: 81.7% images, 44.6% videos, 42.7% infographics, 39.3% social media posts
2021 Journalist PR Content Preferences
78.3% news announcements/press releases
67.5% original research
44.7% Invitations to events
43.4% Initial ideas for story development
33.7% invitations to meet spokespeople virtually or in person
Key takeaways include info on:
- How the events of 2020 continue to affect the media
- The factors shaping how journalists work with PR pros
- Trust (or lack thereof) in the media?
- Technology’s influence on the way reporters cover stories
- Do’s and don’ts for press releases and pitches
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