Press releases are the preferred method of relaying news information to journalists still, although corporate blogs have been found to be the most useful of social media channels for journalists when researching articles, a new survey has found.
The survey of 72 journalists, enquiring how they used social media, was conducted by public relations consultancy Text 100, with three social media channels – company blogs (63%), Twitter (53%) and Wikipedia (60%), found to be the most popular.
It was also discovered that journalists still preferred a press release for information over the use of any social media channel (72%).
Dan Baxter, managing director of Text 100, said: “These findings highlight the importance of implementing solid brand journalism programmes to ensure corporate blogs provide the media and other influencers with the right kind of content. The ability to create timely, personalised content is increasingly valued by media who remain the single biggest driver of online discussion. While traditional communications channels such as press releases remain important brands are missing out by not embracing a balanced approach across all social channels.”
Also highlighted by the research was that contact by PR professionals through social media was welcomed by journalists, with 85% of respondents happy for approach through Twitter and 84% through Linkedin, although less than half (42%) would appreciate contact through Facebook.
“Social engagement is undoubtedly playing an accepted role in the daily life of a journalist, but it’s clear that PR professionals need to remain smart about how best to approach the journalists they are targeting. Ultimately, it’s about building good relationships with the right journalists for your sector and understanding which communication channels work best for them,” added Baxter.
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