The greatest danger is treating all journalists as one group, contacting them all in the same way. Given the sophistication of databases there is no reason why PROs can’t tailor the content and the contact methods to suit journalists’ preferences. The survey clearly identifies five different types of journalists with different use, behaviours and attitudes towards social media. Perhaps PROs should treat journalists more like a company treats its customers as smaller groups, rather than one whole group, if they wish to get a better reception from journalists.
You can read the whole article here, the survey is still available to download – and below, our very own Gerard McNamara talking through the findings at a great evening with PR Moment last week. The view from the venue wasn’t too bad either.