I just stumbled upon a recent eye tracking study from Jakob Nielsen where they investigated how journalists behave when they are searching for and reading information on corporate websites. One interesting finding is that poor website usability has a negative impact on PR and can even eliminate the press coverage of a company. One of the main findings in the eye tracking study was that journalists are focusing mainly on facts, lists and tables, and that they skip a lot of blah-blah text on corporate web sites.
“In general, the more interesting facts you present about your company, products, and executives, the better for PR. Journalists look for facts they can use in their stories. Our study participants were much more excited about genuine information than about marketing claims, which they immediately discarded.”
Read the story here: http://www.useit.com/alertbox/pr.html