PR pros are supposed to make journalists’ lives easier, right?
In a post-digital age, don’t be so sure.
Only 6 percent of journalists say digital newsrooms meet their expectations, with more than 65 percent saying that most online PR resources fail to meet their needs, according to a recent survey by Isebox.
What is more, online newsrooms seem to lack the basics necessities for journalists: 69 percent of reporters said newsrooms they check out don’t have updated and accurate contact information—a feature that 90 percent say is the most important for newsrooms to have.
Nearly half of journalists surveyed (41 percent visit) said they visit online newsrooms daily.
Agencies must be more proactive when it comes to convincing clients on the need to invest in having more robust online newsrooms, and catering to ever-squeezed journalists. The ability of brands and organizations to get their messages in front of relevant media outlets depends on it.
The infographic below features more stats from the survey:
