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%).
What Journalists Appreciate Most About PR Pros (And What Needs Improvement)
Don't worry ... it's FREE!
PR impact is no longer just awareness. Learn how to amplify coverage, connect it to attribution, and prove revenue impact with integrated strategies across marketing, sales, and analytics. Read more.
Discover why local and trade publications can build deeper brand trust, stronger relevance, and better long-term visibility than national outlets while supporting your PR strategy for future top-tier coverage. Read more.
PR and marketing teams are discovering AI's power to streamline workflows and automate repetitive tasks, giving marketers more time to focus on strategy and storytelling. Read more.
AI search tools are reshaping visibility. Learn how Answer Engine Optimization (AEO) helps your press releases get cited, summarized, and surfaced in ChatGPT and Gemini results. Read more.
Some 44% of journalists say they have a negative view of the use of AI by PR pros to craft press releases and pitches, 12% have a positive view, and 38% are neutral.
What are the most effective PR tactics for B2B firms? What are the biggest challenges they face with their PR programs?