Journalists hit the Web
by Sarah Manners
According to a Middleberg/Ross survey titled, “The Seventh Annual Middleberg / Ross Survey of Media in the Wired World: Journalists Use of Internet at All-Time High.”, (breathe) 98% of journalists turn to the Net for news and article ideas. The other 2% must still be doing it the hard way.
Here are some snippets from the study:
- 92% use the web for article research
- 81% are using search engines
- 76% use the web to find news sources and experts for stories
- 73% of journalists use the web to find press releases
- 81% of print journalists find ideas on the web
If journos are hitting the search engines to find leads for stories companies need to start putting a lot more thought into pushing the negative mentions in the SERP's off of the first few pages. Rob wrote a great article a while back containing a few tips on how to do just that:"10 Rules to Recover from an Online Brand Attack".
As always ORM is key - you can’t respond to the conversation if you don’t even know it’s taking place.
If you are lucky enough to have a journalist on your site researching a story you’ll want them to have every single snippet of information that they’ll need and the majority of companies don’t.
Journalists don’t have all the time in the world to wade through sites; they need to be able to find everything they need within seconds of being the site – if they can’t chances are they’ll go elsewhere.
The solution: An online press room where all the information they need is placed right at their fingertips. A 2007 Newsroom Survey conducted by TEKgroup International uncovered that online news rooms are actually the preferred method of interaction by journalists.
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