PR departments work with financial journalists almost 2:1 over IR

Last month, with the release of our fifth annual Social Journalism Study, we provided an in-depth look at journalists’ perspectives on social media – globally –  and how their understanding and usage of social media has evolved. You can get the report here.

Many key findings were disclosed, including:

  • Journalists believe social media is most important for publishing and promoting content and interacting with audiences
  • Facebook and Twitter are the top platforms, but most journalists use a variety of social media
  • About half of U.S. journalists feel they could not carry out their work without social media
  • Most journalists feel they are more engaged with their audiences because of social media
  • A majority of journalists have a good relationship with their PR contacts, though less than half consider them to be reliable sources
  • Email continues to be the preferred form of contact between journalists and PR professionals, but social media follows closely behind

From this, the discussion moved from PR to IR and their interactions with journalists. It occurred to me that I had never read a report on the interactions IR actually have with financial journalists. So we asked our IR Room clients and  other IROs. We received 236 responses.

jpourmaost

As you see, we have a reverse bell curve, with close to 2:1 for IR departments not interacting with financial journalists.

“[When] possible I bring key financial journalists to the attention of PR and advocate for proactive interaction with them.”

“We used to have a communication manager that maintained contact with media, but with the energy downturn this role has been pushed to IR. With that said, IR responds to incoming requests but does not actively foster relationships with the media.”

The other interesting point is that the IR departments that are proactive (“yes’) towards targeting journalists are all small cap and below, and the largest parentage of “no” are large and above.

Lastly, reviewing these two findings again…

  • About half of U.S. journalists feel they could not carry out their work without social media
  • Most journalists feel they are more engaged with their audiences because of social media

… illustrates that social media is absolutely both a source and an audience that investor relations, albeit kicking and screaming, need to listen to.

DOWNLOAD A SOCIAL MEDIA & IR WORKFLOW WHITEPAPER HERE

One response to “PR departments work with financial journalists almost 2:1 over IR

  1. Pingback: For Small/Micro-Caps, Targeting Journalists is an IR Function – PubCoCEO™

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