Reporters prefer press alerts to pitches

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 20, 2021, 1:52 AM GMT+0

Press releases and alerts are top sources for 60% of journalists and only 15% consider article abstracts and pitches as a top source of information.

Global Results Communications surveyed 1,026 journalists between March – May 2021 and discovered that 53% of respondents find information received through PR pros to be inaccurate. However, 80% of those polled reported depending on PR pros for news.

When PR-supplied content is rejected, the content’s irrelevance to readers is the main cause for 53% journalists. 30% reporters would reject content that’s too promotional and 8% would reject for want of editorial value, insight or perspective.

Only 10% of those surveyed find content received from PR pros to be “very helpful.” Where 34% journalists find it to be “helpful”, and another 45% consider it “somewhat helpful”, 11% find it “not helpful” at all.  

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