2016亚太区记者职业工作习惯调查报告（英文版）_29页_2mb

Summary of the Document: Journalists' Working Status and News Gathering Habits in Asia Pacific

Core Content

This document presents a survey conducted by PR Newswire in the first half of 2016, focusing on the working status and news gathering habits of journalists in six key Asia-Pacific locations: Australia, Hong Kong, Indonesia, Malaysia, Singapore, and Taiwan. The survey collected responses from 482 journalists and provides insights into how they source, verify, and report news, as well as what makes a press release effective in the digital age.

Main Points

1. Journalists' News Gathering Habits

• Social Media is the most popular channel for news gathering in most of the Asia-Pacific markets, except for Australia where search engines are preferred.
• Multimedia assets are increasingly used in news stories due to the shortened attention spans of audiences.
• Email is the most commonly used mode of communication by journalists (59%), followed by meetings (11%) and social media (10%).
• Business cards are still used in networking, especially by Malaysian journalists, to maintain professional connections.

2. Trusted Sources for Verification

• Press releases are still viewed as a trusted source of information (22%).
• Corporate communications spokespersons (21%) and official company websites (19%) are also trusted sources.
• Social media is used to verify facts, source background information, and contact individuals.

3. Newsworthy Content in Press Releases

• Journalists prioritize newsworthy stories (27%) and interesting story angles (19%).
• Multimedia elements, such as images and videos, significantly increase the visibility and engagement of press releases.
• Visual content like infographics and high-quality images are essential for capturing attention and conveying information effectively.

4. Skills Journalists Wish to Acquire

• The top skills journalists want to learn include video filming/editing, graphics/photos/videos, photography, and web design/HTML.
• These skills are crucial for adapting to the digital media environment and enhancing storytelling capabilities.

5. Measuring the Success of News Stories

• Journalists use readers/hits, social media shares, and direct impact of the news story as key metrics.
• Average time spent on an article is also a valuable indicator of reader engagement.
• Likes on social media may not reflect actual readership, so brands should focus on quality over quantity.

6. Tips for PR and Corporate Communications Professionals

• Avoid mass mailing and instead target relevant journalists based on their beats and interests.
• Use compelling and concise headlines to grab attention.
• Include useful information and avoid marketing jargon.
• Be professional and polite in all communications, especially in emails.
• Provide clear and direct information, including quotes that add depth to the story.
• Build real relationships through networking and face-to-face meetings.
• Use multimedia to enhance the storytelling experience and increase the chances of media coverage.

Key Information

• Multimedia is a critical component of modern journalism, helping to engage readers and convey complex information quickly.
• Social media is a double-edged sword; while it is a valuable tool for news gathering, it is also chaotic and unreliable for accurate information.
• Email is the preferred mode of communication, but avoiding Bcc and keeping content concise is essential to ensure it is not ignored.
• Business cards still play a role in professional networking, especially in maintaining contact details and building trust.
• Trust and familiarity are key to successful media engagement, and follow-up with a "Thank you" can strengthen this relationship.

What This Means for Brands

• Brands should position themselves as valuable resources to journalists, not just as marketing tools.
• Invest in multimedia content such as images, videos, and infographics to increase the effectiveness of press releases.
• Understand the media landscape and the specific needs of each journalist or media outlet.
• Focus on newsworthiness and relevance rather than generic or overly promotional content.
• Maintain a consistent and professional online presence, and engage with journalists through social media and email.

Conclusion

The document highlights the evolving role of journalists in the digital age, emphasizing the importance of multimedia storytelling, trust, and targeted communication. It offers practical tips for PR and corporate communications professionals to effectively engage with journalists and improve the chances of their content being picked up and shared. The key takeaway is that quality, relevance, and professionalism are the pillars of successful media relations in the Asia-Pacific region.