Cision, a comprehensive communications platform helping public relations and marketing professionals around the world understand, influence, and amplify their stories, has released its annual State of the Media report with responses from more than 3,800 journalists from 17 global markets to understand key challenges faced in a marketplace that is rapidly evolving, and how public relations can support first-rate and trustworthy reporting.

Challenges faced in cultivating effective PR relationship

According to the report, journalists’ biggest challenge is maintaining credibility as a trusted news source (32 per cent) and combating accusations of fake news. A close second, journalists cite the impact that smaller groups of staff and fewer resources are having on their workloads. In fact, three in 10 journalists file 10 or more stories per week.

When it comes to the relationship between communications industry professionals and journalists, it is all about easing the burden for the media. It starts with knowing the right journalists to speak to, building a partnership based on trust, and understanding the audience you are both trying to reach together.

In order to create stronger relationships with reporters, PR pros must be aware of the following:

Accurate and sourced information: 60 per cent find it inexcusable to provide anything less, given the heightened criticism of credibility and audience trust.

Stay on deadline: If they do not feel like PR pros are respecting their time, 22 per cent say they will not make time for them.

Stop the spam: 74 per cent will not tolerate being spammed with irrelevant pitches, which is all the more reason to make sure pitches are targeting the right media. In fact, only 9 per cent of journalists say the majority of the pitches they receive are relevant.

Include multimedia: 22 per cent of journalists say publicists can make their jobs easier by providing such content in their pitches and press releases, while 54 per cent say they are more likely to cover a story if the pitch includes multimedia up front.

Entering our fifth year operating in the Vietnamese market, we continue to witness the growing demand for global communications from local brands, and from foreign brands entering the fast-growing Vietnam market. PR Newswire is committed to continually investing and expanding our media distribution network in Vietnam, to better support our clients in succeeding their communications goals.

*Richard Moylan, Regional sales director for Southeast Asia Cision PR Newswire