PRESSfeed polled more than 100 PR practitioners in the US to find out how their activities stack up relevant to what journalists say they want. The study also looked at the online newsrooms of 300 companies – the Fortune 100, 100 of the Fortune 500 between #200 and #500, and the top 100 of the INC 500 – to see what features and tools they provide for journalists. (Download the full PRESSfeed report: http://wwwpress-feed.com/2012survey.)

1. 2012 Online Newsroom and Media Relations Survey
MEDIA / JOURNALISTS PR PROFESSIONALS
52% 4%
say it is very think visuals are very
important to have important to
access to images journalists
28%
*Web Influencers Survey
say it is
important
22% think they are
important
57%
have an image
gallery in their
75% of journalists say they
newsroom
want access to video
86% of media websites use
video
43%
think videos are
10%
used external video in important to
2011
journalists
30%
use external video in
38%
2012 – a 20% jump in think a video
one year
gallery is
important
17% 32%
have a video
use externally gallery in their
produced
newsroom.
infographics
39%
think images and
Adding images,
77%
graphics with a
graphics and video
press release are
to a press release unnecessary
increases views
28%
by as much as don’t have the
54%
resources to
*Web Influencers Survey
produce images,
infographics and
video
Sharing news
content is
expected to be the
57%
have sharing
one factor that tools on their
newsroom and
most impacts the news content
news in the next
decade
- Pew State of the Media
"Search is the one factor that most influenced the
news industry in the last decade.”
Less than 15% of press releases in
corporate newsrooms and posted on the
- Pew State of the Media
wire services are optimized for search
98%
of journalists use search
to find information and
59%
sources
have executive and expert
bios in their newsroom
The number one source for journalists in
2012 is credible corporate spokespeople
and subject experts
Actual Study of Corporate Newsrooms (PRESSfeed)
IMAGE GALLERY
VIDEO GALLERY
EMBED CODES*
EXEC BIOS
SHARING
CONNECTING TO
SOCIAL CONTENT
PERCENTAGE 10 20 30 40 50 60 70 80 90
FORTUNE 100 FORTUNE 500 INC 500
* Embed Codes for INC 500: 0%
SOURCES: 2012 PRESSfeed Digital PR and online newsroom survey; 2012 PRESSfeed study of Fortune 500 and INC 500 online newsrooms; TEKGroup 2012
Newsroom Survey; Web Influencers Survey 2011 and 2012; 2012 Oriella Digital Journalism Report; 2011 Pew State of the Media Report;
PR Newswire study – the impact of visuals on press releases