Report: Journalists want better digital newsrooms

Media relations can feel like an uphill battle for PR pros trying to secure coverage. A recent survey says that ineffective newsrooms are to blame.

Media relations are still essential in PR, but many communicators are missing the mark.

A recent survey by Isebox revealed that only 6 percent of journalists say digital newsrooms meet their expectations, with more than 65 percent saying that most online PR resources fail to meet their needs.

Matt Purdue, a former journalist and the director of content strategy at PepperComm, says the key to getting coverage is easing a reporter’s search for information and materials:

I’ve seen journalism change dramatically in recent years. It’s a much tougher job now, and content marketers need to make a reporter’s job easier if they’re going to expect consistent, accurate coverage. Reporters want a streamlined digital newsroom experience with easy downloads of photos and videos. The brands that meet their needs are going to gain a competitive advantage.

PR pros might think their organizations’ newsrooms are set up to make journalists’ lives easier, but 69 percent of reporters said newsrooms they check out don’t have updated and accurate contact information—a feature that 90 percent say is the most important for newsrooms to have.

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