November 28 2017
Survey also offers fresh insights into how reporters vet and work with high-profile interview sources
LOS ANGELES, CALIF. – Nov. 28. 2017 – Public Relations Global Network (PRGN), one of the largest international networks of independent public relations agencies, announced today the results of a worldwide media survey that finds increasing pressure on reporters to produce multimedia stories and perform well on social media.
The survey, which polled reporters from around the globe, also offers CEOs and business leaders new details into the research that goes into reporters’ vetting process when considering interview sources.
“PRGN’s goal was to give our members and their clients the most up-to-date understanding of how reporters and bloggers go about their jobs and consider their sources,” said Christina Rytter, current president of PRGN and founder of Copenhagen, Denmark-based Scandinavian Communications. “As a result, agencies can better prepare our clients by giving them a broader appreciation for the pressures and processes that media professionals face on a daily basis.”
With more than 110 respondents to each question, the survey analyzes how media professionals vet CEOs prior to, and during, an interview to determine their story-worthiness. The survey also asks members of the survey pool to assess how their reporting responsibilities – print, audio, video, social media, etc. – have changed compared to two years ago.
“As PR practitioners, we certainly have anecdotal evidence and experiential knowledge of how these factors impact the success of our clients. We also recognize that quantifiable data is ‘king’ when it comes to supporting opinions,” said Leeza Hoyt, president of PRGN’s Los Angeles agency The Hoyt Organization, Inc., which designed the survey and coordinated its implementation with the network’s more than 50 members. “In this case, we discovered that while business leaders can adapt to a rapidly changing media relations landscape, there is a great deal of added pressure on media professionals to populate additional channels. That said, reporters still rely on past news coverage, websites and information from PR agencies as their top research tools.”
To determine how reporters assess whether a CEO is a qualified and credible interview source, the survey asked respondents to name the top three factors they consider during the interview-vetting process. The responses revealed:
To assess how reporters conduct research on their sources before an interview, the survey asked which research tools were used by priority. The results paint a clear picture of how reporters prepare:
When it comes to reporters’ willingness to conduct an interview in writing – often the preference of many PR clients – the survey found:
More than two-thirds of reporters will allow interviewees or PR agencies to review direct quotes before publication in all or some cases. Specifically, the survey found:
Social Media & Other Reporting Duties
To assess the growing pressure reporters feel to perform well on social media, the survey asked reporters to compare their current emphasis on print stories, social media channels, blogs and visual content versus two years ago. Specifically, the survey found:
PRGN was founded 25 years ago and today comprises 51 agencies spread across six continents and 40 countries. This survey is among countless industry insights, tools and resources that PRGN members use to improve their media relations strategies and better serve clients around the world.
Companies or organizations interested in the services of the PRGN agency network can visit www.prgn.com for more information. Independent agencies interested in joining the network can visit the member recruitment section of the PRGN website for more information or email its membership chair, Layth Dajani, founder of The Content Factory at email@example.com.
Clients across six continents depend on the combined resources of the Public Relations Global Network (PRGN) to deliver targeted public relations campaigns in markets around the world. With revenues of more than $101 million (US), PRGN is one of the world’s largest international public relations networks. PRGN harnesses the resources of more than 50 independent public relations firms and 900-plus communications professionals to connect international companies and organizations with individual and culturally diverse markets globally. Visit PRGN online at www.prgn.com, on twitter at @PRGN and on Instagram at @PublicRelationsGlobalNetwork.