Many journalists are freelancers or work from home, typically using slow dial-up connections. Many also have old computer equipment and do not feel an obsessive need to download all the latest software. Thus, non-standard data formats like PDF, Flash, and QuickTime tend to clog their limited Internet connections. In several test sessions, PR information actually crashed the journalists' computers. Not a good thing if you're looking for positive coverage of your company.
Journalists spurn the informational black holes that populate corporate PR areas.
And they don't want to send questions to generic email addresses. Even Worse Don't ignore international PR because you assume your overseas agencies are handling it. Even if they do a good job, your corporate website still plays a role in international PR since journalists from all countries will visit the site. Among our test users, we included journalists from the U.S. and Europe, and we included both U.S. and European companies among the tested sites. Usability dropped dramatically whenever a test had an international component , such as testing a European company with U.S. journalists or a U.S. company with European journalists.