The fifth annual Oriella PR Network’s 12-page Global Digital Journalism Study was published recently, and while there weren’t many surprises in the results, several items are noteworthy to those of us here in the U.S.
Research
The press release (as the first go-to source for journalists’ research) declined yet again, but don’t let that fool you. It is still the third highest choice out of 12 options in the survey. Interviews with a corporate spokesperson increased slightly and remain the number one go-to source. Oh, and remember the SMNR (social media news release) that everyone was talking about a few years ago? Not a single mention of them this year! From my experience, PR folks are including links to video, audio and blogs in our releases, but that’s just part of a press (or news) release in 2012 and there’s no need to call it by a different name.
Credibility
Whether online or offline, credibility is a key consideration for Media. This year’s findings showed a retro shift from crowd-sourcing and pre-packaged stories (via press releases) back to input from trusted sources. “Brands wishing to make their voices (or those of their experts) heard…need to put more effort into developing clear points of view, expressing them plainly across all platforms, and building networks of supports—both online and off.” This would indicate a return to more traditional journalism and thus the return of traditional media relations tactics. That’s not to say journalists aren’t sourcing stories via social media. They are, but there must be a pre-existing relationship or the source must be recognized (in some way) as trustworthy.
Journalists as Publishers
This year, for the first time, the study asked journalists about their personal use of digital media channels in an effort to see whether they are using these channels to build their own personal brand separately from that of their employer media outlet. The results were not surprising in that a large number (in the U.S.) are, in fact, using personal blogs, individual Twitter feed, their own YouTube channel, etc. What I thought was interesting, is what the survey did not find much in the way of outlets restricting journalists’ personal use of social media. They suggest, and I agree, that this is likely indicative of publications realizing they will benefit from the journalist building well-known public personas.
The study’s writers note in the end that “journalists are working harder and they’re also working smarter. They are not taking canned stories in the form of press releases at face value and instead are using a wider range of assets to convey their narratives.” And, with this new class of digital journalists, their expectations of brand communications are now different than before. Primarily that credibility is crucial, and digital storytelling is key—supporting brand stories (press releases) with video, images, infographs, etc.
Do your recent media relations experiences jive with this study? Or how do they differ?
Is Digital Media Changing PR’s Role in News-Gathering?
Wednesday, August 18th, 2010Flickr Image: yago1.com
The Oriella PR Network issued their 2010 Digital Journalism Study recently. The survey consisted of 770 journalists across 15 countries, and is used to find out how digital media has changed the nature of news-gathering. In reviewing this study, I naturally paid the most attention to those items that directly affect public relations and media relations practitioners.
For example, according to the report, “interest in traditional news content remains healthy.” Results showed:
Interestingly, demand for social media news releases (SMNRs), chosen by 19 percent of journalists in 2008’s survey, and 15 percent in 2009, has leveled off at 16 percent in 2010.
The report notes it is possible that these declines may be due to the fact that publications have the capabilities to produce their own multi-media content now. Previously they were more reliant on content from third parties.
Considering the international reach of this survey, I was curious if our own U.S.-based media followed suit. I set-up a (very un-scientific) three-question survey on PollDaddy and asked my Twitter and LinkedIn journalist connections to respond. There were only a handful of responses, but the poll answered my question.
When I asked for additional comments, one respondent replied, “I wish press releases had original quotes instead of marketing-speak.” Another responded, “Short, sweet and to the point. Make it catchy. Make it actually newsworthy. Make it interesting. And don’t send something that’s happening that day. Timing is EVERYTHING.”
Jessica Pupillo, freelance writer and editorial director for St. Louis Sprout & About, opined: “Put the news release headline in the subject line of an e-mail. Also put the text of the release in the body of the e-mail, and ALWAYS include copies of the release and access to photos on your online press room. Include a phone number where you can be reached during reasonable hours (7 a.m. to 9 p.m.). If you don’t answer your phone when I call, I may just skip your news.”
The author of the Digital Journalism Study results report surmised, “Time pressures remain – it is down [sic] to the PR community to facilitate access to relevant stories so they can turn it into a compelling story as efficiently as possible.” And, goes so far as to state, “While the communications landscape has become increasingly complex, journalists continue to rely on PR professionals to address the basics of news gathering in the content they produce. Communicators that overlook this essential need do so at their peril.”
If you’re a media professional, do you agree with the survey findings published in the Digital Journalism study or from my poll? What do you wish public relations professionals would do better? If you’re in PR or media relations, how are you tailoring your strategy to meet the changing needs of journalists? Please share your thoughts with me and the readers of BurrellesLuce Fresh Ideas.
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