Corporate newsrooms fail to provide what journalists want, study finds

More than 80 percent of journalists regard images with text as important, but only 38 percent of PR pros add images to news content, a study finds.

What do newsrooms want from PR practitioners these days?

Images. Video. Embed codes to ease video delivery on the media’s websites.

So, what are company and organizational newsrooms doing about that?

Not enough, according to a Proactive Report survey by Sally Falkow, president of PRESSfeed: The Social Newsroom. The survey found that 83 percent of journalists regard images with content as important, but only 38 percent of PR pros add images to news content.

Falkow says many corporate newsrooms are failing to provide content and links that journalists “are looking for, and things they think are important, and things that make their jobs easier for them, and that they would therefore use that content more readily.”

The report adds weight to a sense among many publicists and journalists alike that the PR industry hasn’t done enough to adapt to a new, image- and video-based environment.

Viewers have come to expect videos, Falkow says. Twitter last fall began displaying images in one’s feed, rather than requiring users to click on individual tweets, boosting the importance of pictures.

Only a third have video galleries

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