Daryl Willcox@darylwillcox

What do journalists think of PR people?

We surveyed journalists between 19 August and 12 September 2014

Journalist contacts came from our FeaturesExec Media Database, which covers all media types and all sectors

For example BBC Newsnight, The Daily Express, The Scotsman, Cotswold Life, Estates Gazette, Concrete Magazine, The Lawyer, Shropshire Star, Financial Times

Over 400 journalists responded, 85% staff and 15% freelance

The survey

Do PR professionals understand what a journalist needs?

Yes

No

Not sure

Several comments suggest former journalists have a better idea than PRs who don’t have a journalism backgroundRegional respondents pointed to a lack of understanding of the need for a local hook in order to be relevant to local mediaPerception among many that it is mostly junior PRs contacting journalists with little understanding of what the journalist needsThe ones that understand journalists’ needs are highly valued:‘Some PR agencies I deal with are absolutely lovely. They know exactly what my readers will be interested in.’

Do PR professionals understand what a journalist needs?

Q. Has there been an improvement in the professional quality of PR professionals in recent years?

Has there been an improvement?

Yes

No

Don't know

85% Timely and relevant info

73% Emails rather than calls

45% Short pitches

31% No stonewalling

3% Nothing

What do you want from a PR professional?

Honesty is the best policy – if you can’t do something then just say so

Good knowledge of clients and their industry

“I can't believe we still get PRs calling the news desk of the Daily Star and asking for our Fine Arts editor!”

“A clear understanding that their role (to promote/look after the interests of clients) is different from our role (to break stories of interest and relevance to our readers) if we are doing our jobs properly”

What do you want from a PR professional?

Email is the overwhelming winner

89% Email

18% PhoneSome don’t mind getting well-targeted exclusive stories over the phone

A few were very negative about pitches via social media (only 5% happy to be pitched via Twitter)

How do you prefer to be contacted?

79% Understanding the media outlet

73% Understanding what makes news

37% Quality of written pitches

What aspects of how PRs contact you could be better?

The overriding consensus is that

journalists just want PR professionals to

understand their media outlet, sector

and audience and to make sure pitches

are relevant and have news value

More details on the survey can be found on the DWPub blog:

blog.dwpub.com