Journalist Responses Overall Are Still Under 3%, Research Shows
It’s Barometer time!
As we move into Q2 of 2023, it's time to take a step back and assess the state of media relations in the ever-evolving media landscape.
That’s why we can’t wait to announce today’s launch of our latest quarterly data report - The Q2 2023 Propel Media Barometer.
With over 500,000 pitches sent via our platform in this year so far, this report provides valuable insights into the current media landscape and how it has impacted your earned media results.
We analyzed data from the first quarter of 2023 to identify the key components of a successful pitch, including the right length for the subject line, an adequate pitch length, and the ideal time to pitch for maximum response rates.
Did you know journalists only responded to 2.91% of the pitches they received?
We continue to see an average journalist response rate of less than 3% over the past few Barometer reports. And unfortunately, this includes all response types, not just the positive ones!
The average journalist response rate for the full year of PR pitches in 2022 was 3.16%.
The news from this quarter’s report was not all bad, however.
A few types of pitches stood out for gaining journalist open and response rates far above the average.
For example, PR professionals pitched podcasts 21.23% more in Q1 of 2023 than in Q4 of 2022, and garnered response rates of 15.06%.
In addition, the buzz around generative AI in the communications industry was clear in the media pitches from this year so far, and journalists were ready to read them.
The report reveals that pitches mentioning AI had a 91% open rate but a 1.96% response rate. But pitches mentioning the phrase “generative AI” had a 71.26% open rate and an 11.34% response rate.
This suggests that while AI-related pitches are being opened, reporters are specifically looking for scoops related to generative AI.
There is a wealth of information to gain from the Q2 2023 report, and you can use its key findings to improve your own PR results.
Download the full report here to learn more!
What is the Propel Media Barometer?
The Propel Media Barometer is a quarterly data report that gives PR pros a benchmark for PR pitching at large. No need to craft your pitch based on intuition or outdated strategy.
Every three months the Propel team analyzes hundreds of thousands of real PR pitches sent through our PRM platform to help you understand which pitches are getting the best engagement from journalists. With these findings you can make sure that your media outreach strategy is cutting edge, and that your story gets told.
Whether you are pitching journalists or managing a team, these quarterly reports about the media relations landscape will make you a more effective PR pro.
And for the most up-to-date findings, download the Q2 2023 Propel Media Barometer here.