As public relations and journalism are two sides of the same coin, PR practitioners must keep abreast of journalists’ changing preferences, challenges, and expectations.

Inspired by Cision’s 2024 State of the Media Report, which surveyed over 3000 journalists in 19 countries, this issue of Muse explores several key insights into the global media landscape.

What do journalists expect from media relations?

Press releases remain a cornerstone, with nearly a quarter of surveyed journalists stating they prefer receiving this type of PR write-up. Following press releases, journalists most value original research data, such as trends, market insights, and story exclusives.

Up to 68% find press releases most useful for generating content and story ideas. Direct pitches and industry experts are also highly appreciated, with nearly half of the journalists considering these resources beneficial. However, only 30% find quotes from company spokespersons useful for content brainstorming, while press release distribution networks such as PR Newswire or Businesswire are considered the least helpful resources.

What would make journalists block a PR professional?

The highest risk for communicators lies in spamming journalists with irrelevant pitches. About 68% of journalists appreciate PR practitioners who understand their audience and provide relevant content.

Additionally, 62% and 55% of journalists find providing inaccurate or unsourced information and sharing pitches similar to marketing brochures intolerable.

What are the biggest challenges for journalism over the past year?

Consistent with the findings in 2023, maintaining credibility, combating fake news accusations and adapting to changing media consumption behaviours remain the most challenging tasks for newsrooms globally.

Notably, the media industry in Asia Pacific has struggled less with a lack of staffing and resources and more with competing against social media influencers and digital content creators, finding credible sources, and navigating the blurring lines between editorial and advertising.

Given their expectations, communicators must understand the do’s and don’ts to maximise the benefits of their outreach efforts. Continue reading our next blog to find out more.