Members of the media say the characteristic they appreciate most in public relations professionals is respect/understanding for what journalists need, and the characteristic that needs the most improvement is also respect/understanding for what journalists need, according to recent research from Global Results Communications.

The report was based on data from a survey of 1,015 members of the media (57% digital journalists, 31% print journalists, and 11% broadcast journalists).

Some 44% of respondents cite respect and understanding for what journalists want and need as the core characteristic of a PR professional that they appreciate most.

More than half (52%) of respondents say PR professionals need to improve on their respect and understanding for what journalists want and need.

Characteristics of PR professionals journalists say they appreciate most

Some 56% of journalists say they are sometimes provided with inaccurate information from PR professionals, 12% say they are frequently provided with inaccurate information, and 1% say they are provided with inaccurate information daily.

Some 58% of journalists say the top reason they dismiss content from PR professionals is because the content does not align with their publication/outlet.

The state of content provided to journalists from PR professionals

Half of journalists say they view inbound content from PR professionals as important or very important to their work.

Journalists say the content type from PR pros that they are most likely to use is media releases/alerts (59% say they are most likely to use).

How important inbound PR content is for journalists

About the research: The report was based on data from a survey of 1,015 members of the media (57% digital journalists, 31% print journalists, and 11% broadcast journalists).

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji