Ragan Comunications had an interesting posthighlighting a recent survey providing some numbers to back up the feeling that reporters want more than just a press release when being pitched a story by your business, organization or campaign:

An infographic from the PRESSfeed 2012 Online Newsroom Survey highlights some large discrepancies between what journalists want from press releases and what PR pros think they want. For example, 75 percent of journalists say they want access to video in a press release, but only 43 percent of PR pros think videos are important to journalists. Even fewer (32 percent) have a video gallery in their newsroom. Also, adding images, graphics and video to a press release can increase views by as much as 77 percent, but more than half (54 percent) of PR pros don't have the resources to produce them.

Those are some pretty staggering statistics, but that last note is even more interesting. PR pros will need to adjust to the changing times and provide reporters what they are looking for in order to get the cover they way. From the chart below, it looks like they have alot of work to do in order to understand what today's journalists are looking for.