September 26th, 2019, Deeksha Raina
We asked people across GCC who work in the media industry what they look for in a press release
For anyone working in public relations, knowing what makes a good story is important to getting coverage and keeping clients center-stage. YouGov recently conducted research among media professionals across the GCC and found widespread consensus about the value and components of a compelling PR story and the positive impression of PR agencies in the region.
What do they want?
PR agencies have an arsenal of tactics to give their stories the best chance of getting coverage. The findings indicate there is clear value in adding research to a press release with more than four in five (85%) media professionals across the region believing that data adds weight to a story. Almost as many (80%) also feel having a truly independent and respected spokesperson makes for a compelling story. Furthermore, more than three quarters (77%) believe that market research findings sway public opinion. However - conditions apply; the survey showed that reach and reputation matter. 89% of respondents believe that having a robust sample is important, and 90% agree that it’s essential the figures come from a research company with a good reputation.
What grabs their attention?
People who work in the media are most likely to read a release if it has a catchy headline (58%) or if it has a compelling subject line (56%). Related to this, almost half are also more likely to read a PR story sent by a familiar person (48%). Around a third would be likely to take note of a story on the basis of the length of the press release (33%) or if they have a good relationship with the communications professional sending it (32%).
What do they think of PR agencies?
The majority of media professionals hold a positive opinion of PR and communications agencies in the region and welcome their contribution to content creation. More than seven in ten professionals (72%) said their impression of PR agencies has improved in the past 18 months. Around four in five describe PR agencies as ‘Useful’ (46%), ‘Knowledgeable’ (41%) or ‘Vital’ (40%). The top reasons for this would be: their improved their level of communication (46%), more articulate press releases (40%) and because they are more factual (39%).