Cision Survey Finds Journalists Have Love-Hate Relationship with Press Releases

Natasha Bach at PRWeek: “Journalists are overwhelmed by the number of press releases they receive, but underwhelmed by the content. That’s one finding from Cision’s annual State of the Media report, released on Thursday morning, which surveyed more than 2,500 journalists. However, journalists do like to receive press releases, according to the report. Seventy-eight percent listed them as the type of content they want to get from PR pros and brands, followed by original research (68%).”

“The report makes the case for more targeted media lists to ensure that reporters and editors are receiving relevant releases, noting that journalists are overstretched and under a lot of pressure, with many covering several beats and under pressure to generate traffic. To help them do their jobs, and get coverage for announcements, PR pros should anticipate, monitor and quickly act on trending stories, according to the report.”

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