global journalist research - what they love and loathe around the world
DESCRIPTION
Unveiled at ThinkVisibility 2013 conference in the UK. International digital media and public relations agency 10 Yetis has unveiled what it thinks is the largest piece of research into what journalists love and like. Over 2,600 journalists from France, the UK, America and Germany took part in the research that was carried out between 10th January 2013 and 22nd February 2013.The largest proportion of journalists that took part worked for the biggest media outlets in each territory. We undertook the research as we have clients in each of the territories and we wanted to understand how we could improve upon our existing communication strategies in each of the areas. We asked the same 11 questions to journalists from each country that ranged from how they research stories and what their biggest daily pressures are right through to the ways in which they want to be sent images and where they turn to when looking for more information on companies.TRANSCRIPT
Likes, Loves and Loathes of Journalists in the UK, France, Germany and USA
Co-Founder 10 Yetiswe work with:
Sunshine.co.uk, confused.com, MyVoucherCodes.co.uk, WaterAid, TotalJobs, IKEA Family Mobile, SweatBand.co.uk Tweetminster, Tribewanted, etc etc… You get the gist
we are partnered with:Bronco – The unstoppable SEO machine
Thanks for coming along.Questions at the end.Or, Tweet me questions using hashtag:
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We spoke to over 2600 hacks from around the world
Seems loads, but just 1.4% of all journos
This means 98.6% ignored us. HASHTAG SADFACEPIC: WikiPEDIA
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Results broken down into territory and type of journalist Biggest majority
in each country was big ticket
national media
Who got involved?
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Metro, Daily Mail, The Guardian, USA Today, Washington Post, Wired (USA), Wall St Journal, FAZ, Bild, DPA, Die Welt, Elle, Le Parisien, Le Figaro, Relax News, PA, Stern, AOL News, Focus, Die Zeit, Lesechos.fr, Chip Online, Thisis, BBC, Daily Mirror, Cosmo, T-Online, Seattle Times, New York Post, Bunte, The Statesman
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The results: 1Volume of work each day:UK & DE journalists work the hardest 87% of US
Media only has to write 3
articles per day¼ of UK Media has to write 7+ articles per day
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The results: 2How do they find stories?
Press releases still the most effective tool
Wires are dead (apart from PA)Influence of social media exaggerated
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The results: 3Do you use Twitter to find stories?
75% of UK Media use Twitter to
find storiesGerman media distrusts Twitter! Over 80% don’t use
USA media is indifferent to
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The results: 4Does Twitter help you research stories? 70% of UK &
German media use Twitter to
research storiesFrench media hates Twitter! Over 80% don’t trust for research USA is still
“meh”
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The results: 5 Wikipedia - the
truth is out there91% of Zee German* national media use Wikipedia
82% of UK* national media use Wikipedia
American* media least reliant, just 65%, French* 71%
*CAVEAT
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The results: 6How do you find further brand info? Press office #1
across the board – duh!Blogs alive! At
least 10% said Company Blog across the board
WTF? Facebook got 15% or
above in US, FR, DE!
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The results: 7What is your biggest pressure?
51% of US said volume of work. WTF? They have least to do.
28% of US said
promoting & getting
comments. At least 20% said “Harassment from PRs”, DE, USA, UK.
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The results: 7 - continuedComments from journos
40% of comments on harassment in UK & USA = release calls.
45% of comments on harassment in UK & USA = link calls – SEO & PR ppl
SEOs offering to buy links on first date
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The results: 8Are PRs getting better?
Hell No, in US, FR & UKHASHTAGSADFACE
Hell YES, in Zee Germany only 38% said
NoHASHTAG
WUNDERBAR44% of French said “don’t know”HASHTAG CHICKENS
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The results: 9Biggest press release turn-off?
At least 20% said “poor
spellping & grama*” in
UK, FR, USA
*comedy GOLD
25% or above in FR, US, DE said: “Reads like an article”
30% said“not quick enough to the point” across the board
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The results: 9How do y’all wanna get
images?At least 45% said “thumbnail attachment”
100% mentioned Dropbox or YouSendItFlickr appears to be
DEAD 41% in DE said “link on host site”
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10 Crack Commandments 2.01. Treble proof your work for spelling and grammar
mistakes (mad considering this is PR101)
2. Make sure your contact details are clearly visible in releases and on your website press section (PR101)
3. Send your press release in the main body of an email and not as an attachment
4. Stop relying on wires (with the exception of national wires)
5. Try and communicate that you can help media promote a clients story to increase views and comments (risky)
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10 Crack Commandments 2.06. Don’t rely on Twitter pitches for securing coverage in
mainland Europe (fine for UK and America)
7. Make sure that your company profile is up to date and free from nonsense on Wikipedia
8. Company blogging is not dead, keep it fresh and up to date
9. Don’t ask to buy links (on your first date)
10.Don’t write your release like a pre-prepared article = bad
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Tanks very much…Who did the real work?
@emmalouisekent@frenchieVSlizie@stina_eakins@GermanYeti@GoodAndBadPRAbuse & Comments @10Yetis
www.10Yetis.co.uk || 01452 348211 || [email protected]
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www.10Yetis.co.uk/Global-Journalist-Research.html