Media Favor Photographs with Press Releases.
Good Thursday morning! A great article written by Ibrey Woodall, Business Wire VP of Web Communications Services. The latest results from the 2014 Business Wire Media Survey indicates that nearly 90 percent of journalists referenced a press releases in the past week – and over 60 percent use one in the past 24 hours. Have a great day! — Pete E Cento
Media Favor Photographs with Press Releases
2014 Business Wire Survey Provides Journalist Feedback on Today’s Press Release
By Ibrey Woodall, Business Wire VP Web Communications Services
Nearly 90 percent of journalists referenced a press release in the past week – and over 60 percent used one in the past 24 hours, according to results from the 2014 Business Wire Media Survey. And since more than half of the media surveyed are more likely to review a press release that includes multimedia, it is important to provide the right content with the appropriate assets when distributing company information.
The asset most desired by almost three quarters (73 percent) of media participants were photographs, followed by graphics (43 percent), infographics (32 percent), and video (27 percent). The news, however, must be relevant whether it contains multimedia or not, based on several comments submitted during the March to May 2014 survey. Several journalists did refer to the need for executive headshots when it came to multimedia content, as well as the ability to be able to download images from the corporate online newsroom.
For press release content, breaking news (77 percent) led the way as the top choice, along with supporting facts (70 percent), story angles (66 percent), quotable sources (52 percent), company background (50 percent) and trending industry topics (49 percent). Responses that were submitted included requests for geographic relevance, key hire information, pending job additions and layoffs, new business and product launches, and even exclusivity. Not surprisingly, the need for a direct media contact was mentioned.
The survey drew participation from more than 300 members of the North American media, many of whom have been in the industry for more than 25 years. To learn more about press release and online newsroom insights, download the complete results from the 2014 Business Wire Media Survey.