In our study, we visited journalists where they work. Many journalists are freelancers or work from home, typically using slow dial-up connections. Many also have old computer equipment and do not feel an obsessive need to download all the latest software. Thus, non-standard data formats like PDF, Flash, and QuickTime tend to clog their limited Internet connections. In several test sessions, PR information actually crashed the journalists' computers. Not a good thing if you're looking for positive coverage of your company.Link Discuss
Another finding? Journalists spurn the informational black holes that populate corporate PR areas. They don't want to register to read a press release; they just want to see if it contains anything worth using in a story. And they don't want to send questions to generic email addresses. What do you think the odds are of getting a useful quote from something called "firstname.lastname@example.org" when you're on deadline?
I write books. My latest is a YA science fiction novel called Homeland (it's the sequel to Little Brother). More books: Rapture of the Nerds (a novel, with Charlie Stross); With a Little Help (short stories); and The Great Big Beautiful Tomorrow (novella and nonfic). I speak all over the place and I tweet and tumble, too.