Here is what, for example, Sergey Skripnikov, Director of Public Relations at RUSAL, said at our Media Environment conference:
"There are certain standards for writing a press release: corporate language, numbers, quotes, and so on. If we stick to this format, then such a press release will be of little interest to anyone. But if we write something cheerful, something human, then the editor will thank us for bringing something other than just another corporate thing."
Also note the bottom of the ranking: company websites and blogs are of least interest to journalists, and they rarely use them for their stories.
To summarize:
A press release written in natural language has a higher chance of being published.
Journalists are also interested in interacting with company speakers. If your management is planning to give an interview or commentary to the media, we recommend reading the article "How to chile mobile database Prepare a Top Manager for Communication with the Press" .
Corporate websites and blogs are of least interest to the media.
Interact with the editorial staff: announcements, exclusives, search for sources
Mass media and PR are closely interrelated industries. Journalists constantly need interesting news items for their audience, including from companies. And PR services need platforms for communication, a new audience. Therefore, when a press service needs something from a journalist, it would be good to think about how the press service can be useful to the editorial staff of a specific media outlet.
Journalists who participated in a Cision survey shared what valuable things they want from PR professionals.
Rating of PR services' actions that are valuable for journalists
Rating of PR services' actions that are valuable for journalists
As you can see from the diagram, journalists like to be warned in advance about upcoming events, helped to find sources (where to check, who to talk to), offered ideas for new stories, provided with exclusive information, invited to events, and so on.