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Ny undersøkelse: Bruker egentlig journalister pressemeldinger sendt på Newswires?


News provided by

PR Newswire

27 Sep, 2012, 15:24 GMT

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OSLO, September 27, 2012 /PRNewswire/ --

Denne release blev sent ut 26 september 2012 av PR Newswire for Vitis PR

Teknologi PR og søkebyrået Vitis PR har kunngjort resultatene av sin undersøkelse av britiske journalister, som avslører hvilke Newswires/pressemeldings* distribusjonstjenester journalister faktisk leser og i hvilken grad de finner disse tjenestene nyttige i arbeidet sitt.

Vitis PR har kartlagt 80 britiske journalister fra sine egne kontaktlister på tvers av en rekke bransjer. Undersøkelsens inkluderer forbruker-og business-teknologi, markedsføring, cleantech, e-handel/handel og bilindustrien. Vitis PR mener at disse resultatene også gjelder på tvers av andre bransjer.

Journalister, fra dagsaviser til godt respekterte nettsteder og frilansere tok seg tid til å hjelpe PR-byrået til å svare på:

Hvor ofte bruker journalistene nyhetsbyråene?

Hvilke nyhetsbyråer er mest verdifulle?

Hva brukes nyhetsbyråene til?

Hvordan nyhetsbyråene skal samhandle med journalister?

Hvor ofte bruker journalistene nyhetsbyråene?

37% av journalister bruke newswires daglig

30% av journalister bruke newswires av og til

21% av journalister bruker aldri newswires

Hvilke wiretjenester er mest verdifulle?

Journalistene ble bedt om å angi hvilke tjenester de fant mest verdifulle i sitt arbeid.

Av de spurte journalistene sa 54% at de fant PR Newswire som den mest verdifulle, fulgt av PA**38%, SourceWire 37% og Businesswire 34%.

Newswires spesifikke til bestemte vertikaler ble også nevnt av enkelte journalister, inkludert:

· NewsPress (automotive)

· Headline Auto (automotive)

· Gamespress

· Technology4Media.

Basert på svarene Vitis PR mottok indikerte journalistene (kanskje ikke overraskende) at bransjespesifikke tjenester har en tendens til å være mest verdifulle.

Hva brukes wires til?

78% av journalistene sa at de bruker nyhetsbyråene i jakt på nyheter, mens 56% bruker nyhetsbyråene for artikler eller ideer til nyheter og 56% for overvåking trender i bransjen.

Massedistribusjon av nyheter som tilbys av newswires er negativt for noen journalister, spesielt for frilansere som drar nytte av eksklusivitet: "Fra en frilansers synspunkt er nyhetsbyråene problematisk fordi alle har de samme ressursene. Min evne til å tjene til livets opphold avhenger av eksklusivitet av det innholdet jeg kan tilby, så det er vanskelig å se hvor de passer inn, unntatt som en ressurs for generell bakgrunnsstoff. "

"Jeg gjorde en gang et utkast til en historie fra en, da jeg var mye yngre - samtalen gikk:" Jeg har nettopp funnet denne historien "..." Takk, det har jeg også,  sier redaktøren som avslutter hele greia. "

Fakta kontroll synes å være en nyttig tjeneste. Konkrete tilbakemeldinger inkluderer:

"Skrive nyheter for et månedlig trykt publikasjon bruker jeg bare nyhetsbyråene som en enkel måte å finne/bekrefte informasjonen. De er ofte raskere/enklere å bruke enn å navigere til bedriftenes nettsider og presserom. Linker til bilder og mer informasjon i pressemeldingene er spesielt nyttige."

Full resultatene fra undersøkelsen: Hvilke wires journalister faktisk leser?

* Newswires i denne undersøkelsen er pressemelding feeds eller pressemeldingsdistribusjon tjenester - disse begrepene brukes ofte om hverandre, og som en av våre respondenter påpekte, er det et klart skille mellom tjenester som Reuters, PA og Bloomberg (som bringer originale artikler av journalister) og pressemelding feeds.

** Selv PA (Press Association) gir nyheter historier skrevet av journalister, gjør det også bedrifter og PR byråer til å betale for utgivelsen fordeling.

Undersøkelsen ble gjennomført i juli og august 2012.

Copyright 2012 PR Newswire


 

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