Elite and Popular Newspaper Publication of Press Releases: Differential Success Factors?

Abstract

This study examines for the first time whether elite and popular newspapers are influenced differently by public relations practices of PR1 agencies. Based on 373 press releases, 71 potential variables were tested for successful press release publication in two types of Israeli newspapers: popular (Yediot Akhronot and Maariv) and elite (Haaretz). In addition, 32 journalists (including 6 editors) and 13 PR agency managers were surveyed. A mathematical formula was devised to pinpoint the central success factors. The main findings highlight success elements for each type of newspaper: news importance, novelty and usefulness; writing quality and timely transmission to the paper; press release source (agency/manager/practitioner experience; reputation; educational level; and mutual trust relationship with journalists/editors). The implications of the basic findings are explored.