80 percent of media coverage is influenced by PR

Some research has suggested that up to 80 percent of media coverage is influenced by public relations.

Public relations practitioners support journalists by creating story ideas, providing access to information and facilitating opportunities.

Journalists gain as they save time, have access to more information, sources, spokespeople and background to build a story. (Journalism has undergone significant change in the last decade. There are fewer resources and less journalists but increased demand for information, which has resulted a bigger burden on journalists’ time.)

Brands gain as they are given the opportunity to tell their story in the media.

When done well, public relations influences what is covered in the media without compromising on journalistic integrity. Journalists consider each opportunity, the timeliness and newsworthiness, and provide their own perspective.

The reality is that good and ethical public relations is reciprocal; it’s about productive relationships and shared influence which lead to great stories for the public.

#media #journalism #socialmedia #publicrelations #mediarelations