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Survey Reveals Daily Use of Corporate Press Releases, Multimedia and Online Newsrooms by Leading Media Outlets and Reporters

2014 Business Wire Media Survey Reveals Coverage Challenges and Content Needs for Today’s Reporters

Wednesday, August 13, 2014 9:11 am EDT


"This insight helps us and our clients develop and present content that is more meaningful and more impactful to reporters and news organizations."

SAN FRANCISCO--(BUSINESS WIRE)--A majority of reporters indicate that digital metrics are now the primary internal metrics used to evaluate the success of their stories, according to results from the 2014 Business Wire Media Survey.

As a result of their digital platform and needs, reporters look to press releases to provide them with breaking news (77%), supporting facts (70%) and interesting story angles (66%). They also overwhelmingly want photographs (73%) included with press releases.

“With the 2014 Business Wire media survey, we sought to identify the story development practices, content needs and performance metrics of today’s journalists,” said Tom Becktold, Business Wire’s senior vice president of marketing. “This insight helps us and our clients develop and present content that is more meaningful and more impactful to reporters and news organizations.”

Other survey highlights:

Text-only press releases are slowly being phased out

While an overwhelming majority of journalists want press releases to include photos (73%), a significant number also prefer graphics (43%), infographics (32%), logos (29%) and videos (27%) to round out their reporting.

Don’t pitch reporters via social media

This survey clears up one major misconception as well. Despite the importance of social media within the research, news creation and distribution process, the survey shows that reporters don’t want to be pitched on any social media platform, only 10% wanted pitches via Facebook, 12% on Google+, 17% on Twitter and 25% on LinkedIn.

Reporters Are Evaluated by Story Shares and Views

With more journalists working for online publications and blogs (44%) than for traditional mediums like magazines (28%) and newspapers (16%), the digital metrics most frequently cited include number of page views (53%), social media activity (42%) and comment activity (24%).

Journalists Research Your Company on Your Site

When reporters need to research a company, the first place they look is the company’s own websites (92%), online newsroom (77%) and social media channels (42%). Reporters prefer websites with a range of usable content, in easy to find, easy to use formats.

Reporters Need Specific Content and Look to Online Newsrooms to Find it

With online publishing moving faster than ever, it was no surprise to find that survey respondents are relying heavily on press releases to meet reporting deadlines. 89% of journalists who responded used press releases in that week.

Understanding the challenges and goals of today’s reporters is paramount to today’s communicators. As reporters and news organizations strive to provide more robust, more compelling coverage and content to their readers, they are relying more heavily on companies to provide this content. Today’s successful PR and marketing communicator must understand these challenges and provide the information and assets needed to meet these needs.

Click here to share the survey results via Twitter: http://bit.ly/BWMediaSurvey

About Business Wire

Business Wire, a Berkshire Hathaway company, is the global leader in press release distribution and regulatory disclosure. Investor relations, public relations, public policy and marketing professionals rely on Business Wire to accurately distribute market-moving news and multimedia, host online newsrooms and IR websites, build content marketing platforms, generate social engagements and provide audience analysis that improves interaction with specified target markets. Founded in 1961, Business Wire is a trusted source for news organizations, journalists, investment professionals and regulatory authorities, delivering news directly into editorial systems and leading online news sources via its multi-patented simultaneous NX Network. Business Wire has 32 offices worldwide to securely meet the varying needs of communications professionals and news consumers.

Learn more at BusinessWire.com and the BusinessWired blog; follow updates on Twitter: @businesswire or on Facebook.

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Business Wire
Thomas Becktold, +1-310-820-9473
Laura Sturaitis, +1-954-474-8833

Multimedia Files:

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The 2014 Business Wire media survey reveals the new face of journalism, the role and value of public relations and the evolution of both professions. (Source: 2014 Business Wire Media Survey)
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More surveyed journalists now work for online publications and blogs than for traditional mediums. (Source: 2014 Business Wire Media Survey)
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Reporters prefer photographs to round out corporate news stories. (Source: 2014 Business Wire Media Survey)
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Breaking news and supporting facts are two key items reporters want to see in a press release. (Source: 2014 Business Wire Media Survey)
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Company websites and online newsrooms are frequently visited by reporters conducting research for an article. (Source: 2014 Business Wire Media Survey)
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The primary metrics used to evaluate the success of a reporter's story include page views and social shares. (Source: 2014 Business Wire Media Survey)
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When presented with a range of options, 71 percent of surveyed journalists prefer Business Wire as their leading source of corporate news. (Source: 2014 Business Wire Media Survey)
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