The 2012 Online Newsroom and Media Relations Survey showed that there are big gaps between what journalists and bloggers say is important with a news release and what what PR people think is important to journalists.

1. 2012 ONLINE NEWSROOM
AND DIGITAL MEDIA
RELATIONS SURVEY

2. Download the full report
www.press-feed.com/2012survey
Infographic
www.press-feed.com/2012survey/infographic

3. Visuals with Releases Increases
Views

4. Images with Press
Releases
PR Journalists
4%
think images are very
52%
say images are very important
important to journalists
22%
think images are important to
journalists
28%
say they are important
56%
add images to releases

5. Image Galleries in Newsrooms
Survey Newsroom Study
56% said Fortune 100: 71%
they have
an image Fortune 500: 32%
gallery INC 500: 14%

6. Video with News
PR Journalists
75% of journalists say they want
43% think video is access to video with a story
important to journalists 86% of media websites use
video
10% used externally produced
38% think a video video in 2011
gallery in their newsroom is
important
30% are using externally
produced video in 2012 – a jump of
20% in just one year!

7. Video Gallery in Newsroom
Survey Newsroom Study
32% said Fortune 100: 64%
they have
Fortune 500: 28%
a video
gallery INC 500: 8%

8. Embed Codes
PR Journalists
28% of survey 76% of media
respondents websites
say they are request
supplying
videos with
embed codes
with videos embed code

9. Embed Codes in Newsrooms
A study of company newsrooms shows a
very different story
Fortune 100: 13%
Fortune 500: 6%
INC 500: 2%

10. Infographics
39% of survey
Increases views respondents said they
don’t add images and
graphics because they
Increases sharing are not necessary
17% of media 54% don’t add them
websites use because they don’t have
externally produced the resources to produce
the content
infographics wth a
release

11. News and Search
Searching for news is the one factor
that most impacted the news media
in the last decade
Pew State of the Media Report 2011

12. Search Optimized News
Releases
A study of 500 press 98% of journalists use
search to find information
releases on PR about companies
Newswire,
Businesswire, 92% of Internet users use
search engines
Marketwire and
PRWeb revealed that 76% get news online
only 14% were 70% of buyers search
optimized for search online for new industrial
product news
engines

13. News Sharing
The one factor the will
most impact the news
media in the next decade
will be sharing of news
Pew State of the Media 2011

14. Sharing Options in Corporate
Newsrooms
Fortune 100: 53%
Fortune 500: 18%
INC 500: 12%

15. Credible Spokespeople
The #1 source
for journalists in
59% have
executives and
2012 is credible subject experts
experts and with bios in their
spokespeople newsrooms

16. Conclusion
There is a large gap between what journalists
and the media want in terms of news content
and what PR people and corporate newsrooms
are delivering
This means that opportunities for media
coverage are being lost
Opportunities for news content to be found by
interested journalists, bloggers and the pubic
are not being utilized

17. Conclusions
1. Optimize all news content for search
2. Provide visual material with every press release
3. Make news videos and pitch them to media websites
4. Provide embed codes with all images, graphics slide decks
and videos
Smart PR practitioners will take
advantage of these gaps and
become a valued resource for
digital journalists and bloggers

18. Get the Full Report
• Download the report at
• http://www.press-feed.com/2012survey
• Download the infographic at
• http://www.press-feed.com/2012survey/infographic

19. Sources for the Data
PRESSfeed 2012 Online Newsroom and Media Relations Survey
PRESSfeed study of 300 Online Newsrooms
PRESSfeed study of 500 press releases
Additional Sources:
PR Newswire
Pew State of the Media Report 2011 and 2012
Pew Internet and American Life Project
Oriella Digital Journalism Report 2012
Web Influencers Survey D.S Simon 2011
TEKGroup Online Newsroom Survey 2012
ThomasNet Industrial Purchasing Barometer (IPB)

20. Does Your Newsroom Still Look Like
This?

21. Want it to Look Like This?

22. Get a free evaluation of your
newsroom and a demo of the
PRESSfeed hosted online newsroom
info@press-feed.com
626 638 3847
www.press-feed.com