Subscribe & Follow

Advertise your job vacancies

Jobs

Content Creator Cape Town
Head of Content – What’s On, UAE & KSA Dubai
Tender Specialist Tshwane
PR and Communications Coordinator Cape Town
Communication Specialist Durban
PR and Digital Content Writer Sandton
Group Account Director - Consumer PR and Influencer Cape Town
Event Manager - PR Agency Johannesburg, Cape Town or DBN
Senior Account Director - PR Agency Cape Town, Durban, or Johannesburg
Group Account Director - Consumer PR and Influencer Cape Town

PR email deleted unread by journalists

3 Apr 2007

A major regional survey among journalists in the Middle East has revealed that over 70% of journalists delete email from public relations agencies without reading them, highlighting the frustration the media industry has with communication from PROs and clients.

This problem is also not just contained to the Middle East, as is evidenced by the deluge of responses from journalists to Bizcommunity.com’s editorial column this week, April 2, 2007, on the problem with unsolicited, irrelevant email and massive megabytes. “Thank you for highlighting this issue, it is a problem for all of us,” was the general gist of the responses to Bizcommunity.com.

Corporate communicators need to become more targeted and sharpen up the way they deal with the media, according to the results of the survey published earlier this week by Insight and MediaSource.

Main pressures

The online poll, conducted jointly by Insight and MediaSource, canvassed the opinions of 139 journalists working for Arabic and English-language newspapers and magazines in the UAE, Lebanon, Egypt, Saudi Arabia and Kuwait, covering topics ranging from press releases, press conferences, PR practice, the sources journalists use for stories, and the current state of journalism in the region.

The findings provide a revealing insight to the true state of the working relationship between journalists and corporate communications professionals, and makes stark, yet essential, reading for the PR community.

“We set out to discover the main pressures bearing on journalists throughout the region, and to find out how successfully organisations from all sectors are communicating with them,” explained James Mullan, joint managing partner of media training consultancy, Insight.

“While some of the journalists are highly critical of the region’s ‘PR machine’, there is a great deal of constructive criticism and occasional praise, which will help agencies and corporate communications departments better understand the day-to-day concerns and frustrations of the journalists they deal with.”

Key findings

Among the key findings of the survey are:

Nearly two thirds of journalists receive up to 20 press releases a day, yet 55% say they actually use less than 10% of the releases they receive. Asked to rate the importance of press releases as a news source, 74% of the Arabic-language media believe them to be either ‘very’ or ‘somewhat’ important, compared with just 56% of the English-language media.

80% of English-language journalists admit to either ‘often’ or ‘sometimes’ deleting emails from PR agencies without actually reading them, while a more forgiving 60% of Arabic media confess to the same practice.

‘On the record’ briefings are the most significant source of stories for the region’s journalists with 85% of all respondents rating them as either ‘very’ or ‘somewhat’ important.

When asked whether they would be more likely to use a press release if it came with a gift, 41% of Arabic-language journalists and 19% of English-language journalists replied ‘yes’ or ‘maybe’.

’Scattergun’ approach slammed

Ben Smalley, managing director of MediaSource, which publishes the Middle East & North Africa Media Guide and represents global PR tool Mediadisk in the region, said: “When asked ‘what is the most irritating practice that PR professionals engage in?’, both the Arabic and English-language press were unanimous in the opinion that sending material which has no relevance to their publication was the single greatest annoyance.

“The ‘scattergun’ approach adopted by some PR practitioners of sending a release to everyone in the hope that those which find it relevant may use it, can be highly counterproductive – one editor even confesses to blocking the receipt of emails from PRs with a history of sending irrelevant releases ‘despite the risk of missing out on genuinely good material’.”

Insights

While the survey primarily focused on the relationship between journalists and the communications industry, the questions were also designed to reveal insights into regional journalism.

“When asked to comment on the current state of their own profession, the Arabic-language media have a brighter view than their English-language colleagues,” stated Oliver Blofeld, managing partner, Insight.

“More than half of the Arabic-language press (57%) rate the quality of journalism in the region as either being ‘very good’ or ‘fairly good’, but the majority of the English-language press (56%) believe it is only ‘okay’.

“Conversely, 80% of the English-language press believe standards of journalism are ‘improving’, while only 40% of the Arabic-language press feel the same, with 29% believing standards are ‘staying the same’ and 31% thinking they are ‘getting worse’.”

When it comes to the external pressures journalists feel when writing stories the way they want to, the majority of both the Arabic and English-language press (41%) felt they were under no external pressure, although a substantial minority (32%) found government rules and regulations to be a factor.

The full Insight/MediaSource Middle East Journalist Report 2007, which includes over 500 direct quotes from regional journalists, can be purchased online through the Middle East & North Africa Media Guide website, www.middleeastmediaguide.com for US$150, or by emailing requests to .