State of the media 2024

2024-10-07

How can PR efforts be streamlined in a way that builds greater trust with journalists? The State of the Media 2024 report provides the answers.

We’ve highlighted the most interesting insights from the study, along with a few dos and don’ts to help guide your approach.

83% of Swedish journalists believe that the biggest mistake PR professionals make is sending out mass emails containing irrelevant pitches.

💡 Do thorough research to ensure that the tip is of interest to the journalist’s target audience. Also make sure that the information you provide is accurate and includes source references.

80% of Swedish journalists use social media to gather information.

💡 Follow the journalist on their professional social media accounts. Also ensure that your own spokespersons are active on LinkedIn and communicate about your areas of expertise.

82% of Swedish journalists say they want press releases sent to them.

💡 Whatever you’re presenting – please send a press release! Also include high-resolution images if available.

Read more news here:

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