What Journalists Appreciate Most About PR Pros (And What Needs Improvement)

Recent research from Global Results Communications found that the characteristic media members appreciate most in public relations professionals is respect and understanding for what journalists need. Additionally, it was found that media members believe that PR professionals need to improve on their understanding of what journalists require.

When surveyed, 44% of respondents said that respect and understanding for what journalists want and need is the most appreciated quality. Additionally, 58% said that the top reason they dismiss content from PR professionals is because the content does not align with their publication/outlet. Lastly, half of journalists said they view inbound content from PR professionals as important or very important to their work.

The survey included 1,015 members of the media, 57% digital journalists, 31% print journalists, and 11% broadcast journalists. Media releases/alerts were the most likely content type to be used by journalists (59%).