The media is constantly evolving, and if you don’t stay up to date on the latest best practices, you will miss out on opportunities for your brand.
So how can you keep up and get your brand on reporters’ radar?
Cision’s new State of the Media 2016 Report provides a unique perspective on recent industry trends to help you shape your media outreach. With insights from 346 journalists, bloggers and influencers along with analysis from Cision’s Media Research team, you can stay ahead of the curve and earn more media mentions.
Here are three major findings from the report:
1. Multimedia grows in importance
Stories are no longer told through just one medium. Today, stories are a complete experience carried through text, images, videos and other media.
Approximately 29 percent of U.S. respondents to Cision’s survey said multimedia journalism was the most important trend of the year, receiving more votes than any other trend.
While multimedia news stories are often created in-house, communication professionals could be proactive by providing photos and videos when pitching reporters. You’ll stand out from the crowd and make journalists’ lives easier, which may make them more receptive to your story.
2. Social platforms introduce new technology
Twitter is the leading platform among journalists, with 39.9 percent of respondents calling it the most valuable social channel. In 2015, Twitter introduced new tools Curator and Moment to help journalists curate and embed tweets on websites, mobile apps and television.
Facebook followed close behind, introducing Instant Articles, which allows users to publish articles within the Facebook app, and Signal, which helps journalists curate stories through Facebook and Instagram.
Journalists are using social to not only share the news, but also to find it. Fifty-six percent of respondents have leveraged user-generated content in their stories. Make sure your brand’s news is always easy to find by sharing it on social. Use a social listening tool to keep an eye out for journalists looking for new ideas and be ready to offer your expertise.
3. Social has a limited effect on media outreach
Despite journalists’ reliance on social media, the way they interact with communication professionals has not changed. Ninety-three percent of journalists still prefer to receive pitches via email.
That doesn’t, however, mean social is an invaluable resource for media outreach. With so many pitches crowding journalists’ inboxes, brands need to stand out by ensuring they’ve made an impact before hitting send.
Use your media database to target the journalists that are most likely to cover your story. Once you’ve identified this handful of contacts, engage with them on social to build rapport. If you establish your brand as a valuable resource in advance, when it comes time to pitch, journalists will be more likely to read what you have to say and follow up.