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PR Fuel: Do Journalists Read Press Releases? (And Other Pressing Questions)Last month, I embarked on an exercise. Using a media database, I randomly selected journalists at daily newspapers to take part in a survey. I contacted 78 journalists, and when it was all said and done, 50 responded to my survey. (I stopped following up once I reached this magic number.)The purpose of the survey was simple - to gather some quick insight into how journalists receive press releases, whether and where they read them, and how journalists view weblogs and online press rooms. All of the journalists who took part in the survey are beat reporters at daily newspapers - with circulations ranging from under 100,000 to over 500,000. Journalists who cover business, politics, sports, local affairs, the crime beat, travel, technology and the arts make up this small survey group. Here are the responses from the survey I conducted, with some additional comments of my own. PRESS RELEASES1. Of the press releases that you receive via email, what percentage do you actually open and read? 90% to 100% = 8% 80% to 89% = 13% 79% to 79% = 15% 60% to 69% = 16% 50% to 59% = 25% Less than 50% = 26% Comments: Remember, a good headline will get them to open the email. Relevant news will get them to continue reading the release. And, of course, never send a release as an attachment. 2a. Do you receive press releases via snail mail? Yes = 22% No = 78% Comments: I'm surprised it's this high. I've sent two pieces of mail in the past year - my federal and state tax returns. 2b. If so, do you read them? Yes = 2% No = 98% Comments: I'm not surprised by this at all. I used to get press releases via snail mail in the newsroom, and once I opened the envelope and saw it was a release, into the trash it went. 3a. Do you receive press releases via fax? Yes = 36% No = 64% Comments: Hmmm, I wonder what percentage of inbound faxes arrive via an eFax number? 3b. If so, do you read them? Yes = 56% No = 44% Comments: Is faxing the best way to get someone to read a press release? Apparently so. Perhaps it's the psychological concept of urgency that's associated with faxing documents that gets people to read them. We had a fax machine near my desk in the newsroom in which I worked, and it was constantly overflowing with faxes, many of them press releases. That was the problem though - no one bothered to ever sort through the mess. 4. Do you monitor press release wires such as Business Wire and PR Newswire? Yes = 70% No = 30% Comments: If you wire them, they will be read. 5. Generally, do you find information contained in press releases useful? Yes = 76% No = 24% Comments: This is a very positive response, but I wonder, if this is so, why aren't journalists reading more releases!? Again, the headline matters. 6. Do you feel that the majority of press releases you receive correctly target your beat? Yes = 62% No = 38% Comments: This needs to improve. I still receive press releases regarding fashion-related events, and I've never covered fashion in my life (and I haven't been an active journalist in ten months). Keep your databases updated, and remember to keep abreast of beat changes. WEBLOGS1. Do you read weblogs for entertainment purposes? Yes = 24% No = 76% Comments: In a study published in January 2005, The Pew Internet & American Life Project reported that 27% of adult U.S. Internet users read weblogs. 2. Do you read weblogs which cover the same subject that you write about? Yes = 36% No = 64% Comments: Ah, here comes the kicker on weblog reading. I fall into the Yes category here, and pretty much the No category for the previous question. 3. Has a weblog ever brought a story to your attention and caused you to write about the subject? Yes = 18% No = 82% Comments: I don't know if this number should be considered high or low, or perhaps just right. I have some reservations about whether some of the journalists wanted to admit where they sometimes get a first look at information. 4. Have you ever used a weblog author as a source (attributed or anonymous)? Yes = 4% No = 96% Comments: Surprisingly low. I figured the "Yes" answers would be at least 15%. 5. Have you ever attributed a weblog as a source of information in a story? Yes = 6% No = 94% Comments: Ditto above. 6. Do you feel weblogs add value to your job as a research tool (source of information, opinion barometer, etc.)? Yes = 24% No = 76% Comments: This is more in line with the responses I expected for the previous two questions, but low considering that 36% of those surveyed said they read weblogs that tackle the same subjects they write about. PRESS AREAS OF CORPORATE WEBSITES1. Do companies provide ample press information (access to press releases, contact info., etc.) on their websites? Yes = 66% No = 34% Comments: The "Yes" number could be 100% if PR people spent a few minutes looking at their online press areas and took some action to improve them. 2. How often do you visit a corporate website looking for background information? Daily = 12% Weekly = 74% Monthly = 14% Never = 0% Comments: This is a good sign - and jibes with my own personal use of corporate websites. 3. Do you have ever use online forms (i.e, "enter your info., hit submit and we'll get back to you") to make press inquiries? Yes = 2% No = 98% Comments: Thank goodness we agree on something! I hate those stupid forms to request media information. In fact, I find them rather insulting for some reason. MISCELLANEOUS1. Would you make a good PR person? Yes = 32% No = 68% Comments: At leas they're honest! 2. Do you view PR people as professional peers? Yes = 78% No = 22% Comments: I actually expected less people to say yes. ___ Want a daily dose of PR news and commentary? Read the PR Fuel weblog at http://www.prfuel.com.
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