Media Relations: 2024 stats to consider
This month we’re talking about all things media relations, so if you aren’t caught up yet, I recommend checking out The ultimate guide to a successful DIY media relations strategy which will break down what media relations is, what it isn’t, why you should do it, and tips for building a social media strategy.
Let’s take a look at 6 statistics that you should consider when it comes to media relations.
88% of PR professionals say that digital storytelling is the future
We seriously cannot stress the importance of storytelling enough. Storytelling is powerful in marketing, it has the power to connect, to make you feel emotion, and more. So it comes as no surprise that PR professionals think that digital storytelling is the future. If you want to dig into storytelling some more, check out our blog Crafting Compelling Stories: The Role of Narrative in Luxury Branding. While it may be geared towards luxury brands, there are some great tips and insights for any business when it comes to crafting a compelling story.
65% of consumers trust earned media more than any other form of marketing
Reports show that 65% of consumers surveyed trust earned media (which includes media relations) more than any other form of media. This means that media relations can really boost your credibility which can improve your sales and strengthen your brand image and reputation.
55% of journalists get at least a quarter of the stories they publish from pitches.
More than half of journalists get at least a quarter of the stories they publish from pitches, so if you aren’t pitching to journalists, you should start! We suggested checking out The ultimate guide to a successful DIY media relations strategy for tips on pitching, post outreach activities, and more - this guide will help equip you with tools and knowledge you need to start pitching!
8 in 10 journalists used multimedia elements provided by PR pros/agencies in the past year
If you’ve got a media hit lined up, it’s a good idea to include multimedia elements as 8 in 10 journalists tend to use these elements provided by PR professionals/agencies. Images are used most frequently, however you can also include data visualizations (i.e. pie charts, bar charts, etc), videos, and more. If you’re including statistics, it may be a good idea to go with data visualizations, while images may be better used for touching on things like new launches, anniversaries, and events.
2% of journalists want to receive pitches via social media
If you were thinking of sending a pitch via social media, you may want to think again, as only 2% of journalists want to receive pitches on social media. Instead, consider sending pitches via email, which is preferred by 87% of PR professionals.
97% of journalists use social media for work-related purposes
While we suggested not to pitch via social media, social media is still an important tool for journalists - 97% of journalists use social media for work-related purposes. For example, one of the most popular ways journalists use social media is to source information, so it is worth it to be present and consistent on social media if you want to connect with journalists and build relationships with key people. They key here is relationship building.
Want to know more about media relations? Check out a few of or other blogs: