How the news was pitched and received this year so far
As always, the first half of 2023 was packed with breaking news, all the way from the temperature of the political arena to the temperature outside.
This leaves us at Propel with our favorite questions… How was the news pitched? And what does the data tell us about what journalists are looking for?
PR pros have been hard at work, firing out one campaign after the next in hot pursuit of the best news coverage for their brand or clients.
To us, this means loads of new data! We were able to analyze approximately one million pitches sent to journalists during the first half of this year to shed new light on the state of media relations today.
You can access the full recap of our findings here.
In the meantime, here are some of the report’s highlights:
Embracing the Positive: The Power of Growth Pitches
As we sifted through the data, a clear trend emerged – journalists are seeking positivity in the stories they engage with. Pitches that highlighted growth were welcomed with open arms, boasting an impressive 87% open rate. More than that, these growth-centered pitches garnered responses 6.38% of the time, indicating a hunger for narratives that exude progress and promise.
Generative AI: A Tech Marvel Captures Journalists' Interest
In the realm of technological advancements, one star shone exceptionally bright: generative AI. Our findings revealed that this game-changing innovation secured an overall response rate of 11.57%.
Evidently, journalists are yearning for compelling tales that delve into the realm of this groundbreaking technology, showcasing an insatiable appetite for stories that push the boundaries of what's possible.
Navigating the Super Bowl Pitch Onslaught
With thousands of pitches mentioning the Super Bowl, one might expect them to be a journalist magnet. However, reality painted a different picture. A mere 0.52% of these pitches received responses.
This discrepancy indicates a potential case of pitch overload, implying that journalists might have been inundated with similar Super Bowl-themed propositions.
The Rise of Influencer Pitching
Over the past six months, influencer pitching has taken center stage. PR professionals have recognized its potency, leading to pitches about these media personalities being opened a staggering 79.33% of the time.
Furthermore, these influencer-focused pitches garnered responses 27.41% of the time, underscoring the growing significance of tapping into influencer-driven narratives.
Funding News: A Hierarchy of Interest
Funding news, categorized into Series A, B, and C, showcased intriguing patterns in journalist engagement.
Series A funding news exhibited a respectable 11.92% response rate, whereas Series B outperformed with a 15.7% response rate, albeit with fewer pitches. Series C funding also excited journalists, generating responses 13.14% of the time.
In conclusion, our "Propel Wrapped: Journalist Engagement H1 2023" report has unveiled a captivating tapestry of insights into the dynamics of PR pitching and journalist interaction.
As the media landscape continues to evolve, these findings provide invaluable guidance for navigating the intricate interplay between PR narratives and journalist receptivity.
Just as Einstein contemplated the universe's mysteries, we've unraveled some of the mysteries of media engagement – and the future holds exciting possibilities for those who wield this knowledge wisely.
To get the rest of our insights, access the full report here: