Survey: What journalists desire from PR pros

Does an online presence make a difference in media relations? Hundreds of journalists nationwide were asked that question. Here are insights from their collective response.

The mark of a successful media relations pro isn’t a prestigious background; it’s understanding the concept of balance.

The ability to combine traditional PR skills with digital know-how can unlock the media relations kingdom and solidify your rapport with journalists.

Wasabi Publicity and Dr. Jeanne Hurlbert of Hurlbert Consulting surveyed more than 250 journalists to understand what they look for when choosing whom and what to cover.

In terms of PR’s climate, things have certainly changed over the years. Wasabi Chief Creative Officer Michelle Tennant sums up the shift: “I’ve seen PR go from typewriters to Twitter.”

Despite the change in equipment, the survey’s results suggest that the primary methods for PR pros’ interactions with journalists—and what it takes succeed—shouldn’t be unfamiliar to industry veterans.

Here are some highlights from the survey—and a few takeaways for even the most experienced media relations pros:

Where digital intersects with traditional

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