2018全球媒体报告（英文版）_13页-2mb

CISION 2018 Global State of the Media Report Summary

Core Content

The Cision 2018 Global State of the Media Report provides an in-depth analysis of the current state and challenges of the journalism industry, with a focus on the evolving relationship between journalists and public relations (PR) professionals. The report highlights that despite the challenges, there is still a strong demand for accurate, reliable, and newsworthy information from PR partners.

Main Challenges in Journalism

• Accuracy vs. Speed: Journalists prioritize accuracy over being first to publish. 75% of global respondents said accuracy is most important, down from 13% in 2017 who valued being first.
• Fake News: 56% of journalists believe fake news is making audiences more skeptical. In the U.S., 59% shared this concern, which is higher than the global average.
• Staffing and Resources: 28% of journalists identified staffing and resource limitations as the biggest challenge over the past year.
• Social Media and Algorithms: 34% of respondents said new social media algorithms, especially Facebook’s updates, will have the biggest impact on their work.
• Blurred Lines: There is ongoing concern about the distinction between editorial content and advertising, as well as freedom of the press.

Trust in Journalism and PR

• Trust in Media: 71% of journalists believe the public has lost trust in the media, down from 91% in 2017.

• Trust in PR Content: Press releases are the most trusted source of brand-related information, with 44% of journalists citing them as their top source.

• Preferred PR Content Types:

  1. Press releases (63%)
  2. Original research reports (22%)
  3. Content marketing/advocacy releases (4%)
  4. Video clips/b-roll/livestream (5%)
  5. Follow-up press releases (3%)
  6. Blog posts (6%)

• Journalists' Top Requests from PR Pros:

  1. Research and understand the journalist and their outlet (28%)
  2. Tailor pitches to their beat (24%)
  3. Provide data and expert sources (27%)
  4. Avoid spam (15%)

The Role of Technology

• Social Media Algorithms: Seen as a major disruptor, with 34% of journalists citing them as the most impactful new technology.
• Video Production Tools: 25% of journalists believe better and cheaper video production technology will influence their work.
• AI and Machine Learning: 21% of journalists think AI can help analyze traffic and predict readership trends.
• Smart Devices and Voice Tech: 38% of respondents believe these devices will be impactful in the future, though not a near-term priority.

Key Takeaways

• Accuracy is king: Journalists value accuracy above all else.
• Trust is fragile: While trust in the media has declined, there are signs of recovery.
• Press releases remain vital: Despite the rise of digital media, press releases are still the most trusted form of PR content.
• PR professionals must adapt: To maintain trust, they need to provide relevant, data-driven, and tailored content.

Methodology

• The survey was conducted between February 1st and February 28th, 2018.
• 1,355 journalists from six countries (U.S., Canada, UK, France, Germany, Sweden) participated.
• The survey included both print, online-only, broadcast, individual/blog/freelancer, and social media platform respondents.
• Results were translated and localized for each country and aggregated into a global report.

About Cision

• Cision Ltd. (NYSE: CISN) is a global leader in providing earned media software and services.
• Their platform helps PR and marketing professionals identify influencers, craft stories, and measure business impact.
• Cision has over 4,000 employees in 15 countries across the Americas, EMEA, and APAC.
• They offer the Cision Communications Cloud®, enabling more effective media engagement.

Conclusion

The journalism industry faces significant challenges, including the rise of fake news, the impact of social media algorithms, and resource constraints. However, the demand for accurate and trustworthy information remains strong, with press releases continuing to be the most valued form of communication. For PR professionals, building trust through research, tailored content, and reliable information is essential to maintaining a positive relationship with journalists.