More than 60% of reporters’ article content comes from PR firms according to a recent survey*. That’s an enviable position of trust by any measurement. However, it should be remembered that these same journalists report that 38% of them open email primarily from “trusted sources.” This trust is gained by public relations professionals who customize pitches, know what the reporter writes about, and avoid “fluff.”
Be fair and tell the truth. That’s a good New Year’s resolution. Beware the companies who can’t back up claims like “the leading provider”, “first”, “biggest”, “best”, or “only.” I recently saw an article by a PR professional claiming the position of “the leading” PR firm for a very small agency barely a year old with no accredited (APR) staff. Not so believable.
*source: PRSA TacticsShare