B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • WPP
  • Anthony Albanese
  • AI
  • NRL
  • Thinkerbell
  • Channel 10
  • EssenceMediaCom
  • State of Origin
  • News Corp
  • Cairns Hatchlings
  • Spotlight on Sponsors
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Global Study Finds Top Challenges For Journalists & Uncovers Relationships With PRs
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > Global Study Finds Top Challenges For Journalists & Uncovers Relationships With PRs
Media

Global Study Finds Top Challenges For Journalists & Uncovers Relationships With PRs

Staff Writers
Published on: 25th May 2022 at 4:13 PM
Staff Writers
Share
4 Min Read
SHARE

Cision, a communications platform helping public relations and marketing professionals around the world understand, influence and amplify their stories, released its annual State of the Media report with responses from more than 3800 journalists from 17 global markets to understand challenges faced in a marketplace that is rapidly evolving, and how public relations can support first-rate and trustworthy reporting.

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 staffs and fewer resources are having on their workloads. In fact, three in 10 journalists (29 per cent) are filing 10 or more stories per week.

Nicole Gulliot, Cision COO and president of PR Newswire said: “It’s no longer a journalist’s job to just deliver the news, and that opens the door for professional communicators to successfully partner with the media to ensure stories are being told in a fast, effective and relevant manner.”

What Journalists Want from PR Pros

When it comes to the sources journalists find most useful for generating stories or story ideas, more than a third of journalists (37 per cent) cited press releases, making it the top answer. More than three quarters (76 per cent) want to receive press releases from brands and PR pros over any other type of content. Trends and market data rank second (63 per cnet) and nearly half (49 per cent) want event invitations.

“Press releases still reign supreme and are the preferred method of delivering news to the media in a legitimate, thoughtful and urgent way,” said Gulliot.

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

  • Accurate and sourced information: Nearly two-thirds (60 per cent) find it inexcusable to provide anything less, given the heightened criticism for credibility and audience trust.
  • Stay on deadline: If they don’t feel like PR pros are respecting their time, a significant number of journalists (22 per cnet) say they won’t make time for those PR pros.
  • Stop the spam: The vast majority of journalists (74 per cent) won’t tolerate “being spammed with irrelevant pitches,” which is all the more reason to make sure pitches are targeting the right media. In fact, only nine per cent of journalists say the majority of the pitches they receive are relevant.
  • Include multimedia: images, videos and infographics: 22 per cent of journalists say publicists can make their jobs easier by providing such content in their pitches and press releases. More than half (54 per cent) say they are more likely to cover a story if the pitch includes multimedia up front.

“When it comes to the relationship between communications industry professionals and journalists, it’s all about easing the burden for the media,” said Guillot. “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.”

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Cision
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Seven West Media’s Sales Boss Henry Tajer To Step Down
16/06/2025
ID Collective Opens Business With Blunt By Adding The Umbrella Brand To Its Agency Portfolio
16/06/2025
Criteo Reveals ‘For The Love Of Commerce’, “To Shape & Improve The AI-Driven Commerce Experience”
16/06/2025
Inside Selena Gomez’s Purpose-Driven Beauty Empire: Rare Beauty CPO Goes Beyond Gloss At Vogue Codes
16/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?