In the world of public relations, the main objective is coverage, coverage, coverage. While most people might think reporters turn to outlets like social media or blogs because of their growth in popularity, it is quite the opposite. Last week, BusinessWire released a somewhat surprising survey revealing that 93% of reporters turn to company websites to do research, while 77% use online newsrooms. The survey also reported that 88% of journalists look for press releases in online newsrooms. Only 42% turn to social media, 41% to blogs, 32% to Wikipedia and 42% to company spokespeople.
So what are reporters looking for? Lucky for us, BusinessWire also collected reporter content preferences. When updating your website and composing your press releases, keep in mind the kind of content and multimedia they are searching for!
- 77% are seeking breaking news
- 70% are seeking supporting facts
- 66% are seeking story angles
- 52% are seeking quotable sources
- 50% are seeking company background
- 49% are seeking trending topics
- 29% are seeking supporting multimedia (photographs, video, graphics and infographics)
Basically, always keep your website up-to-date with a wealth of information, or else you could miss out on a great deal of coverage opportunities.