Some interesting findings were recently revealed by Muck Rack about where journalists find their news and how they view the relationship with hotel PR – and that’s exactly the kind of study that could help you get your news through.

The study reports that journalists predominantly find your news from online publications (59%), while in second place comes Twitter. The final two resources are broadcast/cable news (3%), and Facebook (2%).

It seems that Twitter is the most valuable source when it comes to social media; according to the Muck Rack survey, 83% of the journalists they interviewed cited Twitter as the most important information resource, with Facebook second at 40%, and LinkedIn ranked third at 26% among all social media platforms.

When asked which platform they would spend more or less time using in the future, Facebook was reportedly the platform that journalists plan to use less next year while Instagram will take up the slack with increased use.

As a B2B publication, Hotelintel.co admits to using all of the social media listed on Muck Rack: Twitter, Facebook, LinkedIn, SnapChat, Instagram, Reddit, YouTube, Tik Tok, Whatsapp, and Signal. I also look for stories on QUORA, and I find that no matter how silly some of the questions appear to be, there are always opportunities for me to create new stories, and also for PR professionals from hotels to answer them. For example, “What’s the best resort to stay in the Maldives?” If I were a PR pro, I would jump right into that.

You may wonder why some news stories fly and some don’t. Around 78% of journalists said that first of all a story needs to have some images; 8 out of 10 times I get stories without images. If the story is interesting, I will make an effort to email back and ask for pictures. If not, then you will never see it.

In addition, 77% said subjects could be connected with a trending story, while 59% liked stories that are easy to localize and make relevant to their target audience. If your stories aren’t relevant to a publication – for example, sending me a press release of your Mooncake promotions – there is zero chance it will get published. I do, however, come up with stories about why PR pros don’t separate their B2N and B2C media lists, or about why Mooncakes are so important, or how many Mooncakes you really sell. In fact, I’ll happily write about all things Mooncakes but your promotions.

The findings also showed that 32% of journalists love that stories contain data in the headline, 27% preferred VDO content in a story, 23% like a story to be concise, and 9% want a story that contains quotes from a company spokesperson.  

If you think you already have those points mentioned above covered, Muck Rack also shed some light on why your stories are being rejected. The number one reason, scoring 25%, was lack of personalization. Just because you write “Dear Wimintra” doesn’t make it personalized, by the way. Bad timing comes second with 23%, followed by too lengthy 15%, confusing subject line 12%, large attachment 3%, not relevant to the audience 2%, and grammar or spelling errors 1%.

Then there’s the question of how many times you should ask journalists if they want to publish your news? According to the journalists, 73% said one time is enough, and 12% of journalists would prefer not to receive any type of follow up.

Personally, I don’t mind the follow up, because sometimes stories do slip through the cracks with hundreds of emails coming in every day. But that applies only to those stories that are relevant and well-prepared, and your follow up shouldn’t just be another forwarded email to me for the second or third time. Trying again if at first you don’t succeed may well be true, but next time do it better.

Last but not least, relationships are key, and 63% of journalists view their relationship with PR professionals as being of mutual benefit, but definitely not a partnership. Only 7% of journalists view this particular relationship as a partnership.

*Among the journalists who took this survey, 44% are national media, 41% are international media, 34% are local and regional, and 8% are from trade publications.