Building a better PR-journalist relationship: a social media segmentation of UK journalists

This research aims to help public relations (PR) improve their relationship with journalists by exploring differences in the use, views, attitudes and behaviours towards social media and the contact methods with PR-practitioners. It applies segmentation theory to explore heterogeneity in journalists and to suggest implications for use by PR practitioners, to improve in the PR-journalist relationship.

This research used an online survey from a random stratified sample of a commercial database of UK media professionals and journalists. Cluster analysis then identified five social journalist segments. Establishing segmentation categories of the ‘social journalist’ are only of value to PR practitioners if the criteria can be acted upon and key commercial databases used for implementing the differing needs of these groups.

PR practitioners need to work closely with their key stakeholder group of journalists and tailor the communication channel to gain maximum coverage. Developing a clearer understanding of journalists’ needs forms a solid foundation for relationship building.