Between social media algorithm updates, AI integrations, and more and more platforms, PR professionals have a lot to keep up with. Halfway into 2024, here are some of the PR trends Planit has identified from a recent survey conducted by Cision and how we’re incorporating them in our strategy.
The Press Release Reigns Supreme
Yes, old faithful. Despite years of experts saying it’s dead, don’t count out the press release! The more information you provide in a concise, easy-to-digest manner, the less journalists have to seek out. The Cision survey found that 74% of journalists – nearly 3 in 4 – listed press releases as their preferred pitch medium. The press release was also reported as the top source for generating content and ideas, making it a clear favorite for journalists.
Key Takeaway: A well-crafted press release is still a foundation for a great PR campaign.
Multimedia Matters
They say that a picture is worth a thousand words, and it looks like the saying holds true when crafting the perfect pitch. In 2024, eight in 10 journalists report that they have used images or video (or both!) provided by a PR professional during the last year, so the more you can substantiate your pitch with visual assets, the better.
Beyond bringing your story to life, multimedia elements could actually be a deciding factor in whether or not your story gets covered. Over half of responding journalists stated that they were more likely to pursue a pitch if it included images or other multimedia content.
Key Takeaway: Make photos and video easily accessible to journalists in your pitch, by including a Dropbox link or Google link.
Credibility is Key
Amidst the continued rise of fake news and the trials and errors of AI journalism, 42% of journalists believe that the biggest challenge for modern journalism is maintaining credibility as a trusted news source. This consensus emphasizes the need for PR pros to be extra diligent in ensuring that their stories are backed up with verified data, and underscores why working with a trusted PR agency is so important.
Key Takeaway: Credible PR pros spend years cultivating relationships with journalists and establishing themselves as a trusted source, something that – as the statistics illustrate – has never been more valuable.
Drive with Data
Leveraging data is the most influential tool in the industry, with 37% of journalists stating that they rely on it to shape editorial strategies more than they did the previous year.
What pieces of data are the most valuable? According to journalists, readership numbers were by far the top metric for measuring content success, at 79%. Other key metrics to consider are engagement (ex. social media interactions and internal link traffic) and direct links to revenue like subscriptions or advertising.
Key Takeaway: Your company likely has some data that journalists would find valuable. Consider how you can present this in a way that’s newsworthy.
Synergize with Social Media
A whopping 97% of journalists use social media for work-related purposes, highlighting the intrinsic link between social media and PR. However, only 2% said that they would be open to receiving pitches via social media.
So, how are they using the platforms? To publish and promote content was the top response, along with a diverse range of other popular answers like sourcing information, networking, story and trend monitoring and more.
Another big question is, what social media platform is replacing X (FKA Twitter)? Data shows that Instagram is projected to see the most growth in activity from news outlets, with 44% planning to be more active on the app over the next year. LinkedIn and Facebook are the runners-up, with potential X replacement Threads only factoring into 10% of plans.
Key Takeaway: Social and PR are closely intertwined. Promote any earned articles on your brand-owned social channels, tag journalists, and share the love to help build a positive relationship with media.
Working With AI, Not Against It
This year, 45% of journalists reported that they use generative AI tools in their work, a number that could continue to grow as AI technology develops. By paying attention to how journalists leverage AI, PR pros can gain an advantage by proactively providing assets in areas where journalists would commonly seek out its assistance.
According to the survey, journalists most commonly use AI to research topics, help create outlines and brainstorm story ideas, so these are top areas to consider when supplementing info.
Key Takeaway: While AI is valuable to research and flesh out topics, most journalists do not accept AI generated quotes. Make sure you are using AI appropriately.
What NOT To Do
There are a few reasons PR pros have ended up getting blocked by journalists, and here’s how to avoid that dreaded “don’t call” list:
Spamming irrelevant pitches was crowned the number one blockable offense, so it’s critical to understand a journalist’s target audience and what they find relevant before sending a pitch. Additionally, sending more than one follow up is a surefire way to irritate 92% of respondents.
Providing inaccurate or unsourced information came in second, only further emphasizing the importance of fact-checking and maintaining credibility. Sending pitches that sound like marketing brochures rounded out the top three at 55%.
The world of PR is always changing, but taking these key statistics into account can help you stay ahead of the curve when developing strategies for the upcoming year. Listening to journalists, helping to meet current challenges and taking a proactive approach to pitching are just a few ways to boost your PR skills in 2024.
PR in 2024 takes more than a pitch. Discover how Planit uses data, multimedia, and trusted journalist relationships to drive impact. See our latest campaigns.