1) A co-founder of 10 Yetis summarized the results of a survey of over 2,600 journalists from the UK, France, Germany, and USA on their likes, loves, and loathes regarding their work. 2) Key findings included that UK and German journalists have the highest daily workloads, press releases remain an important story source, and social media's influence is exaggerated. Attitudes towards tools like Twitter and Wikipedia varied by country. 3) Common journalist frustrations included harassment from PRs, poorly written press releases, and lack of conciseness. The presentation concluded with recommendations for PR best practices based on the survey results.

1. Likes, Loves and
Loathes of Journalists
in the UK,
France, Germany and
USA

2. Co-Founder 10 Yetis
we work with:
Sunshine.co.uk, confused.com, MyVoucherCodes.co.uk, Wat
erAid, TotalJobs, IKEA Family Mobile, SweatBand.co.uk
Tweetminster, Tribewanted, etc etc… You get the gist
we are partnered with:
Bronco – The unstoppable SEO machine

3. Thanks for
coming
along.
Questions
at the end.
#PR
Or, Tweet me
questions Talks
using hashtag:
Hit

4. We spoke to
#PrTalksHit
over 2600 hacks
from around the
world Seems
loads, but just
1.4% of all
journos
This means 98.6% ignored us.
HASHTAG SADFACE
PIC: WikiPEDIA

5. #PrTalksHit
Results broken
down into territory
and type of
Biggest majority
journalist
in each country
was big ticket
national media
Who got involved?

6. #PrTalksHit
Metro, Daily Mail, The
Guardian, USA
Today, Washington Post, Wired
(USA), Wall St
Journal, FAZ, Bild, DPA, Die
Welt, Elle, Le Parisien, Le
Figaro, Relax
News, PA, Stern, AOL
News, Focus, Die
Zeit, Lesechos.fr, Chip

7. #PrTalksHit
The results: 1
Volume of work each day:
UK & DE journalists work the
hardest
87% of US Media
only has to write
¼ of UK Media 3 articles per day
has to write 7+
articles per day

8. #PrTalksHit
The results: 2
How do they find stories?
Press releases
Wires are dead still the most
(apart from PA) effective tool
Influence of
social media
exaggerated

9. #PrTalksHit
The results: 3
Do you use Twitter to find stories?
75% of UK Media
use Twitter to
German media
find stories
distrusts Twitter!
Over 80% don’t USA media is
use indifferent to
Twitter

10. #PrTalksHit
The results: 4
Does Twitter help you research
stories? 70% of UK &
German media
French media
use Twitter to
hates Twitter!
research stories
Over 80% don’t
trust for research
USA is still “meh”

11. #PrTalksHit
The results: 5 Wikipedia - the
truth is out there
91% of Zee
German* national 82% of UK*
media use national media
Wikipedia use Wikipedia
American* media least
reliant, just 65%, French* 71%
*CAVEAT

12. #PrTalksHit
The results: 6
How do you find further brand
info? Press office #1
across the board
Blogs alive! At – duh!
least 10% said WTF? Facebook
Company Blog got 15% or above
across the in US, FR, DE!
board

13. #PrTalksHit
The results: 7
What is your biggest pressure?
51% of US said
volume of work. 28% of US
WTF? They have said
least to do. promoting &
getting
At least 20% said “Harassment
comments.
from PRs”, DE, USA, UK.

14. #PrTalksHit
The results: 7 - continued
Comments from journos
40% of 45% of
comments on comments on
harassment in harassment in
UK & USA = UK & USA = link
release calls. calls – SEO &
PR ppl
SEOs offering to buy
links on first date

15. #PrTalksHit
The results: 8
Are PRs getting better?
Hell No, in Hell YES, in Zee
US, FR & UK Germany only
HASHTAG 38% said No
SADFACE HASHTAG
WUNDERBAR
44% of French said
“don’t know”
HASHTAG CHICKENS

16. #PrTalksHit
The results: 9
Biggest press release turn-off?
At least 20%
25% or above in said “poor
FR, US, DE said: spellping &
“Reads like an grama*” in
article” UK, FR, USA
30% said“not quick enough to
the point” across the board
*comedy GOLD

17. The results: 9 #PrTalksHit
How do y’all wanna get images?
100%
At least 45%
mentioned
said “thumbnail
Dropbox or
attachment”
YouSendIt
Flickr appears to be
DEAD 41% in DE said “link on
host site”

18. 10 Crack Commandments 2.0
1. Treble proof your work for spelling and grammar
mistakes (mad considering this is PR101)
2. Make sure your contact details are clearly visible in
releases and on your website press section (PR101)
3. Send your press release in the main body of an email and
not as an attachment
4. Stop relying on wires (with the exception of national
wires)
5. Try and communicate that you can help media promote a
clients story to increase views and comments (risky)
#PrTalksHit

19. 10 Crack Commandments 2.0
6. Don’t rely on Twitter pitches for securing coverage in
mainland Europe (fine for UK and America)
7. Make sure that your company profile is up to date and free
from nonsense on Wikipedia
8. Company blogging is not dead, keep it fresh and up to date
9. Don’t ask to buy links (on your first date)
10.Don’t write your release like a pre-prepared article = bad
#PrTalksHit

20. Tanks very much… #PrTalksHit
Who did the real work?
@emmalouisekent
@frenchieVSlizie
@stina_eakins
@GermanYeti
@GoodAndBadPR
Abuse & Comments @10Yetis
www.10Yetis.co.uk/Global-Journalist-Research.html
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