What do journalists think of newswires? Not much, it turns out, by @TopLineFounder
According to the newswire providers, all you have to do is give them a few hundred quid and they’ll put your media release in front of 100% of national and regional newspaper journalists
“Wow”, you think. “That’s great news. My story is so good that if I could just get it into the inboxes of all the journalists in the country, I’ll be on the BBC Breakfast Sofa before you can say "waste of time and money”.
The claim that sending your story out on a newswire will get it in front of journalists didn’t sit right with us. So we tested it in a very simple poll.
We contacted 20 journalists (19 by phone, 1 by email) from national, regional and trade (B2B) publications, including The Guardian, CRN, Personnel Today, Metro, TechWeek Europe and Techworld, to name but a few, and asked them where they get their news.
Only five (25%) answered ‘yes’ to the question, ‘Do you ever get your news from newswires?’ When pressed further, two of those specified non-paid-for / journalistic wires (such as Bloomberg and Reuters). We concluded that if you rely on paid-for newswires to distribute your news, you will not reach the vast majority of journalists (85% of those surveyed in our poll).
We also asked where they get their news and he answers were varied, including RSS feeds, Twitter pitches, Google, press releases sent to them and calls from PRs. Get on the phone people!
Read our other posts in the Value of Newswires Series.
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The B2B PR Blog is a resource for both PR professionals and people working in B2B industries on how to devise and implement successful B2B PR campaigns. The blog is managed by SaaS marketing expert Heather Baker, founder of B2B PR consultancy TopLine Communications, and editor of the B2B Guide to Social Media and takes contribution from anyone sensible in the industry with something intelligent to say. Follow Heather on Twitter @TopLineFounder or contact her via email: firstname.lastname@example.org.
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