Cision released its 2021 Global State of the Media Report in mid-April. The report shares findings and insights from the company’s global survey of more than 2,700 journalists across 15 countries between Feb. 1, 2021 and March 1, 2021.
The most recent report is once again full of interesting data points. Below are a few of the most compelling findings:
- Pitch Timing and Follow-up: 60 percent of journalists indicated they prefer to receive pitches on Mondays. And despite past guidance on the best days to pitch journalists, 28 percent shared they like receiving pitches on Friday, Saturday and Sunday.
Reporters like to have two to three days to respond to a pitch. If you are going to follow-up on a pitch, avoid doing so before 8 a.m. and toward the end of the day. Generally, reporters prefer follow-up between 8 a.m. and 12 p.m.
- Positive Stories: Journalists want positive, “feel good stories on getting back to normal and how companies, communities and technologies are helping others.” Research-based, thought leadership content is also in demand. Ultimately, reporters are focusing on stories that will drive the most traffic and shares across social media and other channels.
- Supporting Elements: While there has been some debate in the industry about the importance of press releases, according to Cision’s survey 78 percent of reporters “want to receive news announcements and press releases from companies/brands.”
PR professionals can help by providing data and expert sources when reporters need them and understanding a reporter’s target audience and what that audience finds valuable. Supporting multimedia elements, most often images, are also of interest to reporters.
As always, it is important to understand a reporter’s beat and read their recent articles before pitching. This helps ensure PR professionals are pitching the right reporter at an outlet and have viability into what types of stories and supporting elements will be important to include. Further, as we have seen a lot of movement with reporters and editorial staff, it is a good reminder to check recently published articles to confirm that each contact’s beat and publication hasn’t changed.
For additional guidance consider attending Cision’s State of the Media Summit on May 11 and 12, 2021.