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Wednesday, 3 November 2010

Online Newsrooms Failing Journalists

Companies are in danger of losing the initiative when it comes to being the "go to" source of information about themselves.

According to the Bulldog Reporter /TEKGROUP International's 2010 Journalist Survey on Media Relations Practices, more than 84% of journalists visit corporate websites or online newsroom at least once a month. Despite that level of interest, more than half the journalists surveyed reported it is often difficult to find a) the organizations’ media representatives, b) their PR contact information or c) useful press materials.

Journalists on deadlines don't hang about when they want information.

That probably explains why there is a 19% increase in journalists visiting social media sites to do their job. Around 55.5% claim to use Twitter and 73.4% use Facebook for research. Not surprisingly, there's an even higher dependency on social media among journalists covering consumer technology, entertainment and arts/culture.

Do you really want a company name search on Twitter or Facebook to be the first thing a journalist sees about your business?

However, the good news is that PR people can find out more about journalists and engage with them direct since more than 90% of journalists in the study are on Facebook and around 70% on LinkedIn. But heaven help you if you spam them!

The study found journalists are blogging less, but receiving (so hopefully reading) more blogs, podcasts, videocasts, and digital news services—by subscribed RSS or e-mail feeds.

PHPR always advocats posting a minimum of 24/7 media contact info, plus links to photos and videos, press releases and press background materials.

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posted by Penny Haywood Calder at


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