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Pitching to Journalists in a Social Media World

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More than nine in ten journalists prefer to be pitched by email rather than phone and over half rely on social media to write their stories. These are some of the headline conclusions from Cision’s State of the Media Report 2016, which explores journalist practices in the United States and Canada in 2015 and looks at future challenges and trends. 

A key difference from previous years is the way journalists prefer to be approached by communication professionals. 93% of journalists said email was the best pitching platform, while 37% considered the phone off limits.

But what makes journalists follow up the pitch? In the US, 54% said they would pursue the pitch if all the details were included, while 13% of journalists only followed it up if they had a personal connection with the PR person. Surprisingly for a profession enamoured by scoops, only 7.5% considered exclusivity as important.

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