• 66% of media take less than 10 seconds to read PR material
  • 83% of journalists will use only 10% of media releases
  • On average journalists work across three different platforms

New research by global e-Newsroom leader Wieck has shown journalists are so time-poor and under-resourced they will decide in less than 10 seconds whether a media release is worth being one of the 10% they'll follow up on.

According to Media Entertainment and Arts Alliance (MEAA) figures, 2500 Australian editorial positions have been shed in the last three years alone and this is having a significant impact on the time journalists dedicate to researching PR material.

CEO of Wieck's Australian office, Warren Kirby, delivered the findings at the Public Relations Institute of Australia (PRIA) National Conference in Hobart.

"Journalists delivered a clear message in our latest survey – time is the enemy," he said.

"It's no secret that mainstream media is shedding staff rapidly while at the same time increasing the scope of what a journalist is expected to achieve.

"As a result, two-thirds of journalists will take less than 10 seconds to decide whether to read a media release, and 83% will follow up only one of ten media releases they receive."

Wieck's 2015 PR Perceptions and Media Realities white paper saw 96 media and 99 PRs surveyed in October this year across a number of topics including social media, content requirements and methods of research.

The survey results showed a clear trend towards using supplied multi-media, mainly due to increases in online publishing.

"Our research clearly shows how content hungry journalists are for multi-media content – with journalists now publishing to an average of three different platforms," Mr Kirby said.

"Digital delivery is clearly their favourite method of receiving content, with a strong move towards downloading high-quality multi-media via links.

"They want to receive content in an end-user friendly way, and that's through digital delivery. An email with easy-to-find previews and download links was by far the preferred method."

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Warren Kirby