The average journalist is now covering 3 beats and producing 5 stories a week. They’re working with shorter deadlines and fewer internal resources. They are also responsible for maintaining their own social media profiles with newsworthy and sharable content. By using outdated technology to deliver your stories, research materials, images and videos, you're failing journalists and failing your brand.
In the same survey, journalists were asked, 'what makes a story shareable?' It would be no surprise that 70% said 'subjected connected to a trending story'; however, it may be surprising to hear that 68% responded with 'contains an image or infographic'. Journalists now believe that the images you provide to illustrate your story are almost as important as a trending story. Now imagine the impact of adding the right images to a story that's not trending.
The majority of stories in the media are now found through online searchers, not press releases. Making these stories discoverable through online searches is an essential inbound PR technique. Solutions like Lookatmedia™ make this process simple.
If you were to send a journalist 5 emails a week, you would be blocked. If you publish 5 stories a week on your Lookatmedia™ centre, you increase your discoverability and the diversity of media who cover your stories. On average, journalists need to deliver 5 stories a week. They must research many more storylines, looking for something unique to say to do this. You can be an important part of this process.
Lookatmedia™ have recently conducted our own survey of PR professionals. Only 25% of PR professionals said they posted more than once a month to their newsrooms or media centres. 58% said they only posted when they had news. This lack of fresh content lowers the organic profile of your online media pages and sends a clear message to the media that you do not understand or support them. Lookatmedia™ delivers the latest technology that makes it practical for your PR team to increase the volume, frequency, and quality of the content you provide to journalists, using the same resources you have today. It also allows journalists to find inspiration and access all the resources they need without delay or interruption. It's a winning and predictable formula to expanding media coverage, growing your social shares and website traffic, reaching a wider audience, all the while building your share of voice.
