Where journalists find their news stories

Publications and journalists have always sent emails to brand owners and PR agencies for sourcing their news stories (known as media requests); but this has greatly changed, thanks to social media.

Almost 96% of journalists in the UK alone are using social media to find and cover news stories. This however doesn’t mean email is not important anymore; in fact email remains a powerful mode of communication amongst businesses and the media.

Needless to say that in the last 12 months more and more journalists are complaining about the emails and stories some brand owners and PR agencies send them. Below is just the tip of the iceberg:

ehsan khodarahmi, social media, social business, social sale, social ROI, PR, digital media, social media middle east









ehsan khodarahmi, social media, social business, social sale, social ROI, PR, digital media, social media middle east






And of course journalists turn to social media to find the right contact to cover their news story:

ehsan khodarahmi, PR, social media







Of course it is understandable that brands hire PR agencies to attract more attention; but it is important to realise how to attract attention in the digital economy. Competing for attention in the digital era is different and to some extent challenging; due to the need for accurate planning and evaluation of mobile and multichannel attribution.

Brands want to sell around the clock but it seems they’ve found it challenging to engage with their customers around the clock. Of course costs and so many other factors can impose limitation on brands to engage with their customers around the clock or at least close enough to 24/7.

For that reason, psychological analysis behind behaviour is crucial; to understand how to compete for attention and where to spend money for strategic brand positioning.

Brands and their respective agencies need to go beyond marketing and traditional PR; if they pursue success and sustainability. This is all about genuine engagement and building strategy to earn brand loyalty and credibility.

People are savvy and they know where to find the right information. They tend to trust what they see on social media more and even engage with journalists and newsp

Let us know your comments


Ehsan has been working in social media and digital PR since 2006. He is a keen blogger and has over 40 published articles. He has spoken about social media and digital branding at the British Chamber of Commerce, University of Westminster, University of Milan and numerous startup communities in Europe. Michigan State University and Miami University have referenced his work in their study of social media in 2012.