5 journalist personas and how to engage them

Communications professionals know journalists are busy, but just how busy are they?

Some report receiving up to 100 pitches per day, and that’s just via email. What about the countless pitches they field via telephone or social media? The role of journalists is changing, and as social media continues to affect their work, many have become key online influencers.

In today’s post-silo world of communication, it’s important for all communicators to understand the role journalists play online, and to know exactly how to cut through the clutter to insert your brand or client into the conversation.

The key to working with influencers is to understand their habits and interests. According to the 2016 Global Social Journalism Study, journalists in the United States fall into five categories based on their social media habits and views of PR professionals: architects, promoters, hunters, observers and skeptics.