The Challenges of Low Media Publication Rates in PR: Survey Insights

A recent investigation conducted by IDEATECH, a Tokyo-based company specializing in research marketing, has shed light on the struggles faced by public relations professionals regarding media publication rates. According to their findings, approximately 73.9% of PR practitioners find their publication rates fall below 30%. Despite significant efforts to enhance their press releases, the outcomes remain unsatisfactory.

Key Findings from the Survey

The study, which surveyed 111 PR professionals who utilize press release distribution services, unveiled several crucial insights. Here are some highlights:

1. Title and Lead Crafting: Over 60% of respondents reported crafting their titles and lead paragraphs differently to attract media attention.
2. Research PR Effectiveness: A staggering 94.6% of participants expressed that conducting research and releasing the results as PR is an effective method to secure media coverage.
3. Enhancing Credibility: The primary reason for the effectiveness of research PR, cited by 69.5% of respondents, is that it enhances credibility by providing objective data.

Frequency of Press Releases

In response to a question about the ideal frequency of press release distribution, nearly one-third (30.7%) preferred sending them once every one to two months, while 21.6% opted for a monthly release. Currently, 78.2% of respondents believe they are achieving their desired frequency, indicating a reasonable alignment between goals and reality. However, a significant barrier persists: 66.7% of those who struggle with frequency attribute it to the inability to generate suitable content ideas.

Content Generation Challenges

Navigating the press release landscape, professionals identified several difficulties. The most common issue (29.8%) highlighted the struggle to share information that exists within the company but is not communicated to the PR department. Additionally, 17.8% noted a lack of supporting data or evidence for their claims, demonstrating a gap between knowledge creation and effective dissemination.

Low Media Publication Rates

Despite the ongoing efforts, many PR professionals are left frustrated, as 73.9% reported a media publication rate of 30% or lower. The survey revealed that 61.3% managed to secure some media coverage (11-30%), while 19.8% experienced half their releases being picked up. This reality underscores a significant challenge faced by PR teams in demonstrating the value of their communications.

Strategies for Improvement

When asked about strategies to improve publication rates, the respondents indicated that clearly stating the who, what, when, where, why, and how (5W1H) in titles and lead paragraphs (61.3%) is critical. Other methods include organizing the body of the release with headings and bullet points for better readability (49.5%) and citing reliable sources and expert references (42.3%). These strategies highlight the necessity of adapting communication forms to meet journalists’ expectations and increase the likelihood of coverage.

The Potential of Research PR

Interestingly, the survey also discovered that a considerable majority of PR professionals (94.6%) view research PR—whereby original studies are conducted and reported as press releases—as an effective tactic for enhancing media exposure. Contributing factors include the availability of objective data, which not only builds credibility but also facilitates more interesting narratives that resonate within the industry.

Conclusion

The survey reveals the pressing concerns PR professionals endure regarding low media publication rates, compounded by content generation challenges. Despite these obstacles, there is a significant interest in utilizing research PR to enhance media exposure, with a strong emphasis on credibility and innovative storytelling. For companies seeking to improve their press release outcomes, embracing research-driven content may be the key to unlocking media doors.

For those interested in the complete report and findings of this survey, download it here.

Quality Content Creation with IDEATECH

IDEATECH specializes in creating high-quality content that speaks to the needs and interests of your audience. By basing your content on survey results and reliable data, IDEATECH ensures that your public relations can effectively engage customers and drive sales, moving away from traditional sales methods to a more appreciative approach from your audience. If your company is facing challenges in content creation, don't hesitate to contact IDEATECH for support.

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About IDEATECH

Company: IDEATECH Co., Ltd.
CEO: Tomoo Ishikawa
Location: 3F, Daiichi Hoki Building, 2-11-17 Minami Aoyama, Minato-ku, Tokyo, 107-0062, Japan
Established: February 2010
Services: Research Marketing, Report Marketing, Anniversary Marketing, and more.
Website: https://ideatech.jp