Wishlist: What PR professionals want from journalists

It found that fair play between communicators and journalists was at the top of the
wishlist: Almost half of those surveyed said that fair collaboration was the most
important (49 per cent). The desire for greater journalistic care in investigative
reporting was second (48 per cent). Almost as important for the PR professionals
was that they are able to rely on agreements made with media representatives (47
per cent).

By contrast, good news was last on the rankings. Just a quarter of those surveyed
would like to see more positive news items in the media (25 per cent). And only a few
communicators experienced a lack of time for background interviews. Only a quarter
expressed the desire for more time for confidential exchanges with journalists (24 per
cent). When it comes to answering questions, the situation is similar: Only a fifth
wanted more time to answer questions from media representatives (21 per cent).

What PR professionals want from journalists:
1. Fairness in collaboration 49%
2. Greater care in investigative reporting 48%
3. Reliability on agreements 47%
4. Mutual respect in interaction 46%
5. Understanding for the role as lobbyists for business 41%
6. Less mistrust in collaboration 29%
7. Greater professional expertise in journalists 28%
8. More space for positive news 25%
9. More time for confidential exchanges 24%
10. More time for answering questions 21%
Source: PR-Trendmonitor 2018
Database: 987 professionals and managers from press offices and PR agencies
Method: Online survey, period: February 2018

Survey initiators:
www.newsaktuell.de
www.faktenkontor.de

About news aktuell
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greatest reaches in Germany. This means that all the relevant multipliers are reached
globally, from editors, via digital influencers right up to specialist bloggers and
interested consumers. news aktuell has been on the market since 1989. It has a staff
complement of more than 135 employees. Company headquarters are in Hamburg.
There are branch offices in Berlin, Dusseldorf, Frankfurt and Munich.


Press contact:
news aktuell GmbH
Janina von Jhering
Deputy head of corporate communications