Here’s the breaking news: 74% of journalists conduct an online research on brands and companies as soon as they receive the press release. Yet, many PR practitioners in Asia have been slow in their adoption of new media to engage reporters, rarely going beyond putting the exact same media release on their company websites.
The end result? Either the journalist have to drop that news or rely on third-party online sources which can be inaccurate, unfavorable, or downright harmful to the company’s reputation.
Lack of online presence is one of the seven top factors that frustrate journalists in South East Asia, as surveyed by Mynewsdesk and PRecious Communications earlier this year (full report can be downloaded from here). The other factors include:
- Lengthy media release. 84% said that media release should be kept within 500 words.
- Elusive contact person. 75% reported frustration in reaching the press contact.
- Bad use of language. 83% found it important for releases to be free of jargon as well as spelling/grammatical errors.
- Uninteresting news angle. 100% emphasized that this is more important than the actual information in the press release.
- Poor use (or lack) of visuals. 73% mentioned that press releases should contain more than just text.
- Force-feeding of information without context. 68% found it important to provide detailed background before facts and figures.
So how do you best engage mainstream reporters, as well as the newer breed of citizen journalists and bloggers?
PRecious Communications, along with other industry veterans, will be sharing best practices in areas such as Newsroom 2.0, Media Pitching & Engagement, Citizen Journalism, Crisis & Issues Management, Influencer Relations, Social CEO, Integrating Traditional & New Media, as well as Monitoring & Measurement in our upcoming “Integrated Media Relations” conference, to be held in Malaysia from 14-15 November 2013 and Indonesia from 21-22 November 2013.
There will be case studies about Men’s Health, Al Jazeera, The Jakarta Post Digital, Liputan 6 SCTV, Pfizer, Dupont, XL Axiata, Samsung, Visa, Indosat, JobStreet, CNN, OhmyNews, Facebook, Nokia, Energizer, Domino’s Pizza, Cathay Pacific, Asia Pulp & Paper, Skyscanner, Arab Spring and many others.