Singapore – July 24, 2013 - Mynewsdesk and PRecious Communications released the Brands and Media Engagement Survey Report 2013 today, which found that 84% of the reporters surveyed agreed that media releases should be kept within 500 words.
“A good press release is one with an interesting angle written in proper English and limited to one A4 page or its equivalent,” said Roberto Coloma, Bureau Chief at AFP News Agency.
The survey, which included journalists and bloggers from across Southeast Asia also found that 75% of them get frustrated when not being able to get a hold of a press release’s indicated media contact.
Other key findings from the survey include:
Angles. 100% of participants emphasized that having an
interesting angle is more important than the information provided. They are
more interested in how the story can capture their readers’ interest rather
than being force-fed overloaded information without sufficient context.
- Headlines. 90%
want press release headlines to get to the point within 10-15 words
think it is important to leave email addresses and phone numbers on the
Presence. It is in a brand’s interest to have sufficient online
presence as 74% of the surveyed reporters habitually Google the brand or
business featured on press releases upon receiving them.
Visuals. 73% think press releases should contain more than just
text. Images should also be made easily accessible to the media, with links
that do not expire over time.
“While some of the findings might be harder to implement, I find it surprising that some brands still make it purposely hard to get connected – and through that missing out on opportunities,” said Lars Voedisch, Managing Director, PRecious Communications.
Close to 85% of the participants felt that press releases for products should focus on the differentiators and customer benefits instead of just features. “The other thing that we discuss especially with our clients in the B2B field constantly, is to focus on benefits over features of their products or services. It’s about impressing C-level audiences and not just getting applauded by your peers.”
Interestingly, along with having an interesting angle, getting sufficient information is also a top concern of all respondents in order to let them craft a full story. There is therefore the need to strike the balance of giving just the right amount of relevant information in a unique angle to encourage reporters to feature the press release.
“Journalists want press releases to be short, sharp and get straight to the point, but at the same time provide all the key facts and related assets - such as images, video, documents and contacts. The best way to achieve this is to use modern digital/social news releases and an online newsroom. That way you make it as easy as possible for journalists to get everything they need and maximise your chances of them covering your story,” said Adam Cranfield, Chief Marketing Officer, Mynewsdesk.
Other noteworthy findings from the survey include:
- 50% of the reporters prefer to be contacted
in the mornings
- The preferred medium of receiving media releases is via email
About PRecious Communications
Our focus is on Corporate Communications, Crisis Management, Reputation Management and Social Media. Combining a clear business-oriented approach with a focus on measurable results, our network of experts helps brands tell their story and tie directly into their overall communications objectives.
We are run out of Singapore and serve clients in Asia Pacific and beyond through our strong links to Europe, the Middle East and North America.
PRecious Communications is a finalist for the Holmes Report’s New Consultancy of the Year category in Asia Pacific.
Mynewsdesk is the world’s leading all-in-one brand newsroom and multimedia PR platform. Over 5,000 brands as diverse as Costa Coffee, Volkswagen, Canon, UNICEF, Changi Airport, SilkAir and Singapore Airlines use their Mynewsdesk newsrooms to publish and distribute their content, achieve greater visibility across search and social media connect with key influencers, a tell their stories.