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Featured Links: Media Relations/PR

	TMCA 2008 "Pulse of the Media" Provides Perspectives from Editors

	Introduction: In early 2008, the Transportation Marketing and Communications Association (TMCA) conducted an online survey to analyze the current perspectives of the marketplace and the role media plays in the industry from representatives in the North American transportation and logistics media. The research from the 2008 TMCA Pulse of the Media Survey, soon to be published as a white paper, was designed to identify: • Emerging trends within the transportation and logistics marketplace • The current and future role of the industry media • How PR practitioners can best work with the media to get the results they want Representatives of the study included primarily editors, reporters and publishers who answered approximately 25 key questions involving the above topics. State of the Industry. The beat of the North American logistics industry is strong, capable, and viable— but there are some significant concerns that are nearly all based upon the economy. That’s the consensus of editors, reporters, and publishers who shared their unique insights in the 2008 TMCA Pulse of the Media Survey. "It is quickly becoming a case of the 'survival of the fittest,'" said one editor, "with the oil/diesel run-up, low consumer spending, housing and automotive market declines taking its toll on shippers, carriers, 3PLs, and consumers alike." According to the media, the industry currently is in a dynamic state of change and is facing significant challenges. When asked to identify top challenges, nearly 87% cited fuel costs as number one. The economy, pricing pressures, supply chain management, marketplace demands, and operational efficiencies were other challenges top of mind. Is the industry more efficient than it was five years ago? More than 70 percent say it is. Pressure to cut costs will continue (Nearly 34 percent say the industry can’t do much more to reduce costs, while 53.3% say it can). Working With The Media. In the freight logistics market, editorial coverage is broad in scope. The key for PR practitioners is understanding each media outlet’s readers and subjects covered— and then “working the story” with the editor. So how is this marketplace typically covered by industry media? Industry calendar of events and editor commentary are the highest in the type of logistics editorial coverage publications provide (both 93.3 percent), with an additional 80 percent saying they provide news analysis and personnel/management changes. Other provide research-based reports, case studies, company profiles, and reader commentary. Subjects that interest readers the most include competitive issues (53.3 percent), best practices (46.7 percent), carrier news in all modes (40 percent), shipper developments (26.7 percent), and sustainability (20 percent). News releases remain a primary source for news leads. All respondents say releases are sometimes used for content. There’s no doubt that releases generate an idea, reinforce a trend, or spark an idea between editors and PR practitioners. However, keep in mind that editors are inundated with press releases, many with little or no legitimate news value. In fact, 20 percent of the media say they more than 200 releases per week, with another 13.3 percent receiving 150-200 per week. Only 6.7 percent say they read all the releases they receive. Clearly, the headline of your print release or the subject line of your electronic release will help the editor to determine if the topic is timely, applicable, and interesting—and ultimately run. What do PR practitioners need to do to make their press releases successful and helpful to the media? 1. Make it relevant. According to editors participating in this survey, 93.3 percent say their top reason why they don't read or use a particular release is because it is too self-serving. 2. Make it easy to understand. Nearly 47 percent say there's too much marketing jargon in the releases their receive. 3. Make sure it's timely. Believe it or not, nearly 34 percent of participants in this survey say the press releases are not timely. 4. Structure your release appropriately. Nearly 34 percent say that the "headline is an indicator." Follow the standard practice of making sure that your headline summarizes the primary value of the news you have to share. 5. Make sure you provide complete information. 20 percent say that the press release has inadequate information; therefore, they do not use it. News releases that are published usually end up as “news items,” 86.7 percent say. Approximately 60 percent say they result in industry event formats. Online information media is growing by leaps and bounds, and 60 percent say the news releases result in internet newsletters that they produce.
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