What PR professionals want from journalists

The dpa subsidiary News Aktuell and Faktenkontor asked PR professionals and executives what they want from journalists. Nearly 290 communications professionals participated in the PR Trend Monitor.

According to the survey, more than half of PR professionals would like to see more journalistic diligence in their research (56 percent). For just as many respondents, fair cooperation between communicators and journalists tops their wish list (56 percent). In third place is reliability: 43 percent think it is important that they can rely on media representatives for agreements.

Good news, on the other hand, ranks at the bottom of the wish list. Only just under one in three respondents would like to read more positive news in the media (30 percent). Only a few PR professionals also lack time for answering questions or for background discussions: Only one in five would like to have more time to answer media representatives (20 percent). The situation is similar for background discussions: Only one in seven would like more time for confidential discussions with journalists (14 percent).

This is what the wish list of PR professionals to journalists looks like:

1. More care in the search: 56%
2. Fairness in cooperation: 56%
3. Reliability in agreements: 43%
4. Dealing at eye level: 37%
5. Understanding of the role as a stakeholder of the
6. Company: 37%
7. More expertise for journalists: 37%
8. More space for positive news: 30%
9. Less mistrust in cooperation: 20%
10. More time to answer questions: 20%
11. More time for confidential conversations: 14%