2018全球媒体现状报告（英文版）_11页_2mb

CISION 2018 Global State of the Media Report Summary

Core Content

The CISION 2018 Global State of the Media Report provides insights into the current challenges and trends in the journalism industry and the evolving relationship between journalists and public relations (PR) professionals. The survey, which collected responses from 1,355 media professionals across the globe, highlights the importance of accuracy, the impact of fake news, and the continued relevance of traditional PR tools like press releases.

Main Challenges in Journalism

1. Accuracy Over Speed:

   • 75% of global respondents stated that ensuring content is 100% accurate is the most important aspect of their work.
   • Only 10% prioritized being the first to publish, down from 13% in 2017.
   • Fake news accusations are causing audiences to become more skeptical, with 56% of journalists reporting this trend globally.

2. Trust in Journalism:

   • 71% of journalists believe the public has lost trust in the media, a significant drop from 91% in the previous year.
   • Despite the challenges, the public still looks to traditional media for honest and factual reporting.

3. Technological Disruption:

   • Social media and search engines are bypassing traditional media, making it harder for journalists to reach their audiences.
   • Social media algorithms, especially Facebook's updates, were cited as the most impactful new technology for journalists (34%).
   • AI and machine learning are also seen as transformative, particularly for analyzing traffic and predicting readership trends (21%).

4. Staffing and Resources:

   • 28% of respondents identified staffing and resource limitations as the biggest challenge in the industry over the last year.
   • This is closely followed by social media bypassing traditional media (25%).

The Continued Need for PR

Despite the challenges, the PR industry remains a vital partner for journalists:

• Press Releases are still the most valuable content journalists receive from PR professionals (63%).
• They are also the most trusted source of brand-related information (44%).
• Company spokespeople are the second most trusted (30%), followed by websites (20%).
• Social media and blogs are the least trusted (3% and 0%, respectively).

What Journalists Want from PR Professionals

To improve their relationship with journalists, PR professionals should:

• Research and understand the journalist and their outlet before pitching.
• Tailor pitches to the journalist's beat or coverage.
• Provide original research and timely data.
• Include multimedia assets like video clips and b-roll.
• Avoid spam and focus on quality over quantity.

Building Trust

• Brands must act as trusted partners by offering accurate, relevant, and non-marketing language content.
• Press releases and story pitches should be clear, factual, and provide real stories from spokespeople.
• Direct communication with journalists is more effective than directing them to a company website.
• The #MeToo and #TimesUp movements highlighted the importance of journalistic standards but also raised concerns about the industry's image.

Key Takeaways

• Accuracy is the top priority for journalists, especially in the context of fake news.
• Traditional press releases remain the most trusted and valuable source of brand information.
• Social media algorithms and AI/ML are reshaping how journalists work, but press releases still hold strong.
• Building trust is critical, and PR professionals must adapt to meet journalists' evolving needs.

Methodology

• The survey was conducted from February 1st to 28th, 2018.
• It was distributed to Cision Media Database members and PR Newswire for Journalists users.
• 1,355 responses were collected globally, with the largest share from the U.S. (842), followed by Canada (197), Sweden (180), and others.
• The survey was translated and localized for each country to ensure accurate and representative results.

Conclusion

The 2018 State of the Media Report underscores that while the journalism landscape is evolving rapidly, the need for accurate, trustworthy, and relevant information remains constant. PR professionals who adapt to these changes by focusing on quality over quantity, tailoring content, and leveraging traditional tools will continue to be valued partners in the media ecosystem.