How Journalists Work

 

“Shareability, Credibility and Objectivity: The State of Journalism Today” is the latest survey of journalists in today’s social media age, which was a joint effort of Muck Rack and Zeno Group. The sample size of this online survey of how journalists work is relatively small with 520 global participants and has a 4% margin of error.

Of those who did reply, the majority were U.S.-based journalists. Here’s what I found most interesting:

Almost half of all journalists believe that it is “not possible for a journalist to be 100% objective” in today’s political and social environment.

Nearly 45% are either “somewhat” or “very” pessimistic about the direction of their industry, up from 27% in 2017.

71% believe “the current presidential administration represents a highly negative challenge to the news media, putting journalism and journalists on the defensive, and eroding the media’s credibility with the American people.”

63% of U.S. journalists track how many times their stories are shared on social media and 30% of U.S. journalists says that data analytics “increasingly influence” what kinds of stories they cover. Let that sink in.

More than one-third of journalists go to social media as their “first” source of news, but channel preferences are changing dramatically. A good chunk are abandoning Facebook for Twitter and Instagram (those two are even in preferences). Instagram isn’t my go-to for news, but it certainly is a channel for influencers.

As for PR practitioners, much is the same. It’s a love-hate relationship. Still, more than half see it as a partnership or “mutually beneficial.” And the standard news release is waning in use and waning in interest. Many want infographic components and video. On the upswing – a VR or AR component.

Surveys like these are interesting, but if you’re really scoring with media – you know some media preferences are personal and some media standards are universal. If your mojo is working for clients, keep doing what works – and jettison what isn’t.

Facebooktwittergoogle_pluslinkedinmail
Leave a Reply

Three-Time PRSA & IABC Best of Show Winner

About Kyle Communications

Bigger isn’t always better. Sometimes, it’s just big. Our powerhouse shop pools talent to create the right solution for you. We’re not into having the coolest office in town – big letters on our door, an awning overhead or portraits on the mantle. That’s just not us. We just like to deliver our best work at the best price. Call us for an honest chat and some honest answers.