83% of US press releases cover business news

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 15, 2021, 2:27 AM UTC

Cision’s survey of 107 US PR professionals found that press release headlines with 75 characters receive the highest number of page views.

Despite 74% of PR professionals saying their press release outreach has either reached or surpassed pre-pandemic levels. 41% sent less than five press releases using a wire service. 25% of PR pros, however, issued 10 to 24 press releases per year, while 14% sent 50 to 100.

Additionally, 30% of PR practitioners believe that press releases assist in the development of stronger relationships with reporters and editors. Making sure the right messages reach to correct audiences (42%) and producing unique press releases (36%) are the challenges PR pros experience.

Most press releases, covered company news (83%), followed by thought leadership content (47%), and product launches (40%).  “Market”, “first” and “million” are commonly used words in headlines among 100,000 press releases.

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