Hybrid Approach: Reporters Use Social Networks, but Prefer Phone and Email for PR Pitches

May 18, 2011
 
by Raschanda Hall, Global Media Relations Manager,
Business Wire/Chicago
 
  
The PR community seems to have an insatiable appetite for information on how, why and for what journalists are using social media.  Two recent surveys suggest  a hybrid approach is preferred. 
 
According to a recent  Society of New Communications Research (SNCR) survey of 200 journalists, more than 70% use social media networks and platforms as reporting tools.  Facebook (no surprise), is the dominant player.  About 75% of journalists said they use it as a reporting tool, yet only 1% prefer Twitter as a way to be contacted.   Interestingly, nearly 90% prefer traditional communication tools like email and phone for building relationships with PR people.
 
Reporters also continue to find great value in resources like company websites  when it comes to their day-to-day news gathering, the study found. 
  
The Society of American Business Editors and Writers (SABEW) is also conducting a survey.  This one will take a look at the social media habits of business reporters.  At their Spring Conference last month, the organization held a social media tools workshop where Thomson Reuters  personal finance reporter Lauren Young  shared that she uses pitches she receives on Twitter to cultivate and tap news sources.
 
Specifically, SABEW wants to take a look at business journalists’ use of social media for “reporting and disseminating business news,” said Kevin Noblet, SABEW’s president, with the intent of conducting the survey annually to establish benchmarks and track changes in usage among its membership.    Results will be made public on the organization website before the end of June.  
 
If you’re a business journalist, we encourage you to take this one-minute survey today.
 

Drinks Are On You!

April 1, 2009

Jason Chupick of PRNewser takes note of our recent survey results on how long it takes to write and get approval for a press release, especially the 11% of respondents who said it takes “weeks.”  But Jason’s got a great piece of advice:

If you’re in corporate PR, you can probably relate to the 11%. You may want to apply the parlor game of my former colleague, head of the Zusman Group consultantcy Barry Zusman in these instances: the person responsible for circulating the 10th draft of a release has to buy drinks for all concerned.

I propose a corollary:  If you can nail it in one draft, everybody else has to buy you a drink!


New Surveys and Rankings Show Business Wire’s Strong Presence in Both Traditional and New Media

November 15, 2007

Arketi Survey 

As the blogsphere establishes itself as a meaningful and reliable source of information -- with some tech, media, and political blogs wielding as much influence as, if not more than, some traditional media outlets in certain areas -- we at Business Wire are happy to see that we are still able to continually serve both worlds well.  

A recent journalist survey by the Arketi Group found that news releases are used by 90% of business journalists as sources for story ideas, sharing the top spot with industry sources. 54% of journalists mentioned they currently use blogs for story ideas, while 84% said they may report on stories that originated from blogs.  

A larger survey with a slightly different focus, conducted by PR industry news site Bulldog Reporter and online newsroom provider TEKGroup (fair disclosure: all the above mentioned companies have ties with Business Wire), shows that 69% of journalists follow at least one blog regularly, 44% visit social media sites at least monthly, 37% are subscribed to at least one RSS feed, and 20% actively seek multimedia content from companies at least once a month. (this survey also shows some different data on commercial wire services. Michael Tangeman of Media Mindshare makes a few interesting observations on methodology and findings).

Finally, the recently published Techmeme Leaderboard, which ranks websites based on how frequently their stories appear on Techmeme’s increasingly popular technology news application, places Business Wire as its 24th highest source for news (as of the writing of this post), with similar ranking to traditional news organizations as the Wall Street Journal and the BBC, and blogs such as Search Engine Land and PaidContent.org.  

Techmeme Leaderboard snapshot

In recent years Business Wire has put substantial effort into enhancing our multimedia capabilities for video, audio, and photo distribution; enabling our EON: Enhanced Online News search-optimized platform; introducing social media sharing features; reaching new-media sites and platforms; and creating robust RSS offerings. These initiatives are intended to help our clients reach end-consumers directly, interact with the blogsphere, and reach the young and young-at-heart generations of journalists who use new technologies and new media as tools and resources for their work.  We are thrilled to see that these efforts are paying off with both new and traditional media, as indicated by the Arketi and Bulldog Reporter/TEKGroup surveys and Techmeme’s Leaderboard. 

Malcolm Atherton, our eloquent and new-media-savvy account executive, who is one of the strong proponents of our digital media offerings, provides some great info in an interview with podcast site Rocky Mountain Voices during the recent Blogging for Business conference in Salt Lake City. Malcolm sums it all up fantastically. Check it out:

[podtech content=http://media1.podtech.net/media/2007/11/PID_012978/Podtech_BusinessWire_SocialMedia.flv&postURL=http://www.podtech.net/home/4524/new-media-helped-by-traditional-news-distributors&totalTime=420000&breadcrumb=38b0ffcfc3294db2bec05fb60c682b0d]

Posted by Ken Zamkow, Director of Product Development, Business Wire


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