What types of content do journalists find most valuable from PR professionals? How do they want to receive pitches and how often?

To find out, Cision conducted a survey in January and February 2024 among 3,016 journalists in 19 countries.

Journalists say the types of content they most want to receive from PR pros are news announcements/press releases (74% want to receive) and original research reports (61%).

Journalists say imagery is the multimedia type provided by PR pros that they've used most in their content over the past year.

Half of journalists say they receive more than 50 pitches per week, on average.

Some 64% of journalists say a PR pro should follow up once on a pitch, and 27% say a PR pro should never follow up on a pitch. Only 8% of journalists say a PR pro should follow up more than once on a pitch.

Most journalists (73%) say fewer than a quarter of the pitches they receive are relevant.

Some 87% of journalists say they prefer to receive pitches via email.

About the research: The report was based on data from a survey conducted in January and February, 2024, among 3,016 journalists in 19 countries.

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What Journalists Want From PR Pros

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image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji