April 26, 2017
/ by Nick Bell
Cision’s annual survey of more than 1,550 North American journalists and influencers reveals key findings on how journalists use news releases and multimedia to tell better stories. According to the Cision 2017 State of the Media Report, when communicators pair compelling messages with rich formats like photos, videos, social media posts, infographics and data, they can drive better and more accurate coverage and increase earned media opportunities.
RISING 2017 MEDIA TRENDS
Journalists are more prepared today to engage in a digital-first environment and they see sponsored content and native advertising as less important than last year. This presents a huge opportunity for brands to tell newsworthy stories in a variety of formats; by doing so, they can use content as a tool for building brand credibility and thought leadership, educating and entertaining their audiences and driving the business forward with a carefully considered earned media strategy.
When asked to explain their choices, the issues most often mentioned included the drive towards mobile readership and an increase in video requirements based on readers’ demands.
Another key media trend Cision uncovered was that journalists need PR pros to provide more multimedia content. When asked how often they use multimedia, 71% of journalists cited that they always or often use it. The rise in usage of multimedia caters to the changing media consumption preferences of their audiences. Brands should do well to take note of this; by providing multimedia content to journalists, they are increasing their earned media opportunities and providing more engaging stories.
Journalists also ranked the specific multimedia and data elements they’ve used over the past 2-3 years. The top three elements include photos, social media posts and videos. This gives brands a good variety of resource ideas and formats to choose from when they are crafting their next press release. Here are some tips to consider when creating and/or including these multimedia elements:
The Cision 2017 State of the Media Report includes many more key takeaways for brands looking to improve their press release strategies. Journalists told us about rising media trends in the industry, how to better target and build relationships with journalists, and much more. Read the report today for real actionable intelligence from journalists and influencers all over North America.
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