About this time every year, Muck Rack has their annual survey of journalists—an invaluable tool to help us manage our media relations function, which is an important part of our practice, even if it is not 100% of our practice, as so many think. As detailed in my whitepaper on Reputation, media coverage can help….or damage your reputation…possibly titled to the latter.

The research helps us answer questions like:

• When should I pitch a story to the media? What time?

• Am I annoying if I follow up?

• What are the turn-ons? Turn-offs?

You should download and review the whole document….here are a few thoughts I had when I read it.

Journalists are human beings

I know, right? It’s easy to forget that because we are always asking and they are often (just by the nature of the business) saying no. But, the Muck Rack survey makes it clear—they are worried about layoffs, overwhelming work demands, and the future of their industry—just like you. Only 58% of journalists are optimistic about the future of the journalism profession.

Half of the journalists in the survey say they get 1-5 pitches a day. Half say they run 2-7 stories a week, 25% of which come from pitches. So, taking the middle ground, they get 15 pitches for every story they run from a pitch.

Key takeaway: Use this knowledge as a reminder to pitch as effectively as possible as an act of compassion. Remember, journalists say good pitches help them do their job. And when you don’t get the response you want, remember they are facing the same problems you are.

Last thing….this is not a justification to say “hope you are well” at the top of every pitch.

Twitter Rules the Realm

There has been some turmoil at Twitter (did you hear?). A significant number of journalists considered leaving Twitter, but there was no mass exodus in the end. Some may spend less time…but they aren’t going.

They just can’t quit you…

It makes sense. Twitter is the dominant platform in the news space. It is main-lined into what we do. You don’t have to like its current owner, but there’s nowhere else with a comparable critical mass of people.

Key Takeaway: Steady as she goes. Keep up with all your lists, follows, and searches.

Other sites are gaining traction

Muck Rack’s study shows that LinkedIn, YouTube and TikTok are places journalists say they will spend more time this year. In particular, I believe LinkedIn is having a moment as the home of business communications, but that’s only relevant to some journalists. YouTube might be just as important for consumer-facing publications. I don’t pretend to know anything about Tik Tok (though I know more than this guy).

Key takeaway: You should have impactful content on Twitter, LinkedIn and YouTube. And possibly TikTok if it doesn’t get banned.

Journalists Find CEOs less credible

This is an uh-oh, because it comes right as the public is saying they want to hear from CEOs.

I think the problem here is that risk-adverse CEOs are programmed by their risk-adverse lawyers and their risk-adverse PR people to unleash droning jargon-like statements that add nothing to the overall conversation (or misdirect it) and journalists are reacting.

Key takeaway: If you want to keep your CEO a viable representative of the company, they need to learn to be interesting….good copy. As David Oglivy said, ”make the truth fascinating.”

Attention Universities

The number one most credible source is university subject matter experts.

Key takeaway: Use your experts to build your brand by offering the one source journalists really want to hear from.

Here’s what you really want, the Perfect Pitch.

Conclusion

Media relations remains part of the gig. The validation still matters and the SEO benefits are huge, even as our divided meat-grinder society chews up everything in its sight. Research likes this make sure we aren’t making our jobs even more difficult by being out of step with the people we are working with.